More Buyers, Fewer Places to Reach Them
On January 1, 2026, the $200 federal tax stamp on suppressors went to zero. Buyers still file a Form 4 and pass a background check, but one of the biggest cost barriers to owning a suppressor is gone, and manufacturers across the industry are preparing for the demand that follows.
What didn’t change is where suppressor brands are allowed to advertise. Meta and Google still don’t accept suppressor ads. A category that’s opening up to a wider audience can’t buy its way in front of that audience on the platforms most brands rely on.
That puts the weight on channels a brand owns, and email is the strongest of them. It reaches people who already raised their hand, it can teach a buyer through a purchase that involves paperwork and a wait, and no platform can decide one day that a suppressor brand isn’t welcome.
Precision Armament makes suppressors. When they came to us, their email program had been quiet for months.
The Brand
Precision Armament designs and manufactures TiTrex® and X™ Series suppressors, muzzle brakes, flash hiders, and precision rifle accessories. It’s a technical product line sold to a technical audience – shooters who read spec sheets, compare sound and recoil figures, and know exactly what they want their rifle to do.
That buyer is well suited to email. They want detail, they respond to product education, and a suppressor purchase gives them plenty of reasons to want both: which model fits their caliber, what the Form 4 process looks like, how long it takes, and what to put on the rifle while they wait.
Migrated and Rebuilt
Precision Armament’s email had been running on Mailchimp. Campaigns had slowed to a stop by late spring, and email revenue wasn’t being attributed in a way the team could use.
We moved everything to Klaviyo: the subscriber list, segments, templates, automations, and compliance setup, then connected the store so purchase and browsing behavior flowed into the platform. That connection is what makes the move worthwhile. Klaviyo knows what a subscriber has looked at, added to a cart, and bought, and it can act on that automatically. For a suppressor brand, that’s the difference between sending the same newsletter to everyone and following up with the shooter who spent ten minutes on a TiTrex product page.
The first campaign, a TiTrex launch of new colorways, went out on August 14. Six days later, the welcome series and abandoned cart flow were approved and live.
Flows First
Campaigns get the attention, but automated flows do the compounding. They run every day, for every new subscriber and every abandoned cart, whether or not anyone schedules a send. Getting them live in the first week meant every week after launch built on them.
- A five-email welcome series that introduces new subscribers to the brand and the product line before asking for the sale
- An abandoned cart flow that follows up on carts left behind, which became the biggest revenue driver among the automations
- A signup form on the site to grow the list from day one
- Campaigns built around product and occasion, from suppressor launches to a customer appreciation sale to seasonal sends
The Suppressor Campaign
“The Last Suppressor You’ll Ever Need” went out in September and became the month’s top single campaign, driving 39% of all campaign revenue on its own.
It worked because it spoke to how suppressor buyers think. A suppressor is a long-term purchase with a registration process attached. Buyers don’t want to do it twice. Positioning a suppressor as the one worth committing to answers the question the buyer is already asking.
That campaign is the start, not the finish. Next, we’re segmenting subscribers by product interest so suppressor shoppers and muzzle device shoppers see different emails, and building a suppressor-interest flow that follows a buyer from first look through the questions that come with an NFA purchase.
Bringing Back the Subscribers Who Went Quiet
Every list has subscribers who stopped opening. The usual move is to suppress them and move on, because sending to inactive addresses hurts deliverability for everyone else.
Before writing them off, we gave them one more reason to come back. Subscribers who hadn’t engaged in three to six months received a short, plain-text email that read like a personal note rather than a marketing campaign, sent in controlled batches so the rest of the list stayed protected.
They opened. The first batch earned a 70.5% open rate and a 6.1% click rate, and the re-engagement sends produced orders from customers who would otherwise have been removed from the list. Subscribers who respond go back into regular sends. Those who don’t move into a sunset path, which keeps the list healthy heading into the holidays.
The First Full Month
September was the program’s first full month on Klaviyo. Compared with August:
- Email revenue up 266%
- Campaign revenue up 296%
- Flow revenue up 219%, with the abandoned cart flow alone driving 88% of it
- Revenue per email up 136%
- Emails delivered up 68%, with the open rate holding steady and the unsubscribe rate flat at 0.32%
- Clicks up 55%
Sending more email is easy. Sending more while revenue per send more than doubles and unsubscribes stay flat means the program is reaching the right people with the right message.
Why It Worked
We built for a buyer the ad platforms can’t reach. With paid social and search closed to suppressors, the owned channel had to carry more of the load, so we built it to.
The migration was treated as a rebuild. Moving to Klaviyo was the chance to connect the store, rebuild templates, and start from a cleaner list, not just copy the old setup across.
Flows came first. Getting the welcome and abandoned cart flows live in the first week meant every week after launch compounded on them.
We already knew the suppressor buyer. Writing for someone working through an NFA purchase is a different job than writing for a general consumer. Knowing that from the start is what made the first month count.
Services Involved
- Email & SMS Marketing – Mailchimp to Klaviyo migration, store integration, automated flows, suppressor and product campaign strategy and production, list re-engagement, and monthly reporting.
Ready to Talk?
If you make suppressors and you’re counting on platforms that won’t run your ads, we should talk about the channel you own. Fill out the form below and tell us where things stand.