Case Study
Cali Blaze turned a weekly buyer email into a revenue channel
How The Drop moved wholesale marketing from static menu blasts to a live ordering path buyers could act on immediately.
At a glance
- Newsletter-attributed revenue
- $60K+
- Click-to-order conversion
- 15%
- Median click-to-order time
- ~1 hour
- Average open rate
- ~50%
The Company
A buyer list too large for manual touch alone
Cali Blaze is a cannabis brand under Blue Fox Brands, a multi-state wholesale manufacturing and distribution company operating across Michigan and Massachusetts.
The sales team covers hundreds of retail accounts. Reps call, text, visit stores, educate budtenders, and keep buyers current on product launches and promotions. That work matters. It also does not scale cleanly.
A small sales team cannot personally reach every buyer every week. Before Superbud Order, Cali Blaze had no consistent buyer touchpoint that reached the full list and tied the response back to actual orders.
The Problem
A newsletter had nowhere useful to send buyers
Before Superbud Order, Cali Blaze was sending Outlook emails to a BCC buyer list. It was better than silence, but not by much. There was no meaningful attribution, no clean performance visibility, and no live ordering destination behind the message.
That last part is the difference. A PDF menu attached to an email is a reference document. Buyers can look at it, forget it, forward it, or call a rep later. A link to a live wholesale storefront is a buying path.
The previous setup could create awareness. It could not reliably turn attention into an order while the buyer was still interested.
The previous platform didn't have that opportunity for us. It was nothing that they provided. The Drop is very clean, very simple, it's efficient.
Before and after
| Before Superbud | With Superbud |
|---|---|
| Outlook emails sent to a BCC buyer list | Weekly Klaviyo sends with measurable buyer engagement |
| PDF menus with no direct ordering path | Every CTA points to a live Superbud Order storefront |
| Opens and clicks disconnected from orders | Buyer clicks can be matched to buyer orders |
| Reps could not reach every account every week | The full buyer list gets a consistent weekly touchpoint |
| Product launches depended on calls and texts alone | Launches get visual promotion and immediate ordering |
The Program
The email became the front door to the menu
The Drop is a weekly B2B buyer newsletter sent through Klaviyo. Each issue highlights new products, active promotions, seasonal offers, and featured SKUs with clean product photography and direct calls-to-action.
The important part is not the email template. It is where the email sends people. Every click pushes buyers back to the same place: the Cali Blaze storefront on Superbud Order. Buyers click, browse, build a cart, and submit.
No PDF dead end. No "call your rep to check availability." No separate menu that goes stale the second inventory changes.
We also use it as our menu. There's no other menu. Even if you don't want to place your request on there, if you're using it to look at it, once you start interacting with it, you realize how much easier it is just to put your request on there.
Attribution
Not fuzzy marketing math
The Drop is not judged on open rates and click rates alone. Superbud built a person-level click-to-purchase attribution model that connects a buyer's newsletter click to the order they place through the storefront.
The rules are strict. The same buyer, matched by email, has to click a Drop email and then place an order inside the attribution window.
That matters because wholesale teams are used to hearing that marketing "helped." This gave Cali Blaze something cleaner: a traceable path from email to buyer action.
The Results
Over $60K traced from email to order
$60K+ in attributed wholesale revenue
Across the first run of sends, buyers who clicked The Drop placed more than $60K in attributed wholesale orders through Superbud Order. The channel went from unmeasurable to revenue-producing.
15% of clicking buyers placed an order
The click-to-order rate was unusually strong for a B2B wholesale email channel. Buyers were not just browsing out of curiosity. When the email put the right product in front of them and the storefront made ordering easy, 15% of clicking buyers converted.
From click to order in about an hour
The median converting buyer went from newsletter click to completed order in about one hour. Some moved even faster. That is what changes when the email links to a live ordering path instead of a static menu.
Once again, The Drop is definitely something that I'm super happy to have access to now. Every time it comes across, I'm super excited to see how it looks and what information it's going to supply.
Turn buyer attention into a measurable ordering path.
Book a demoProof
The anecdote got a receipt
On an early onboarding call, Zak mentioned that one newsletter had driven a large wholesale order. That could have stayed anecdotal, the kind of thing a sales team believes but cannot prove.
The attribution data later tied that order back to the buyer's Drop click. Same buyer. Same window. Same storefront path.
That is the point of connecting the newsletter to Superbud Order. The story does not have to live as a hunch. The path is visible.
In The Field
New launches moved faster
When Cali Blaze debuted the Detroit Dope 1.2g Liquid Diamond Infused pre-roll, they featured it in The Drop. Buyers saw the product, understood the offer, and had somewhere to go immediately.
For Jayson, the email reached stores he had not gotten to yet through calls and texts. That is the practical value of the channel. It does not replace the rep. It extends the rep's reach.
The buyer sees the product while interest is fresh, clicks into a live menu, and places the order without waiting for the next outbound touch.
Seeing this really nice email come across with detailed photos, a description of what this new product was, and how they can obtain it was very niche and unique.
A buyer wanted the rep to watch him order
One Michigan buyer received a Drop promoting multi-pack deals, called Jayson on one phone, then FaceTimed him on a second phone so Jayson could watch him build the order in the Superbud storefront.
That does not happen with a PDF attachment. It happens when the email creates urgency, the storefront makes the next step obvious, and the buyer can act without waiting for the rep to reconstruct the order.
Why It Worked
The ingredients behind The Drop
The newsletter worked because it was connected to the ordering system, not floating beside it.
A live destination
Every link drives buyers to a real wholesale storefront with current inventory, pricing, product photos, and ordering.
- No PDF dead end
- Browse and order in one motion
Buyer-level attribution
The same buyer email connects the Klaviyo click to the Superbud Order purchase, so revenue is tied to actual behavior.
- $60K+ attributed revenue
- 15% click-to-order conversion
Consistent account coverage
The full buyer list gets a recurring touchpoint, even when reps do not have time to call every account.
- ~50% average open rate
- More coverage without more rep admin
Key takeaways
For wholesale brands
- A newsletter only becomes a revenue channel when it has a live ordering destination behind it
- Static menus create awareness, but storefront links create measurable buyer action
- Weekly sends can cover accounts reps cannot personally reach every week
For revenue teams
- The useful metric is not just opens or clicks, it is click-to-order behavior
- Fast conversion windows show when buyer interest is fresh enough to act
- Attribution should tie the actual buyer click to the actual order, not modeled influence
Source material came from interviews with Zak Mall and Jayson Prochet of Blue Fox Brands and Cali Blaze, plus Superbud Order attribution analysis from the first Drop sends.
Give your buyer list somewhere to go.
Book a demo and we'll show you how Superbud Order turns wholesale attention into measurable orders.