Content and commerce often feel at odds—but Atlanta-based digital agency FortyFour helped Southern Kitchen blend the two with a data-driven email strategy that did more than just grow subscribers. It laid the foundation for a thriving audience primed for long-term engagement.

Building a List With Purpose

Southern Kitchen launched as a fresh voice in Southern food and lifestyle. Backed by Cox Media Group’s century-long publishing experience, they had the editorial chops—but needed a direct-to-consumer model that worked.

“We knew we wanted to build a robust email list,” says Ryan Anderson, Director of Analytics at FortyFour. “But first had to offer something.” That something was content.

To kickstart momentum, FortyFour helped develop the first batch of articles and used carefully placed signup prompts—not pop-ups—to convert engaged readers into subscribers.

Using Social Insights to Shape Email Content

Early audience growth came from Facebook ads. But as the list grew, so did the opportunity to tailor content more precisely. By analyzing social performance and regional preferences, the team aligned email topics with audience interests—serving, for example, a popular low country boil article to South Carolinian readers.

Fixing What Clicks Can’t Tell You

Not all Facebook clicks converted. The client noticed poor performance from paid signups. Deeper analysis revealed the issue: older users were overrepresented due to click-optimization bias.

Jones and Anderson quickly adjusted ad targeting to attract a younger demographic—and saw better conversion and cost-effectiveness.

“You pay for your demographic,” Anderson says. “But it’s worth it if you’re engaging the right people.”

Shifting to Long-Term Engagement

With a healthier list in place, FortyFour turned to optimizing both content and performance. “We lay out short- and long-term metrics,” says Anderson. “Initially we focus on cohort behavior—what they engage with—and eventually we shift to lifetime value.”

Different segments prefer different content. A 45-year-old mother likely enjoys hosting guides, while a 25-year-old man may engage more with cocktail culture.

They used this insight to shape editorial direction, with Southern Kitchen’s internal team producing articles and FortyFour advising on SEO and topic selection.

Smarter Targeting Through Integration

By connecting Mailchimp analytics to Facebook, FortyFour created high-performing lookalike audiences that dropped cost per lead by 40%. Engagement metrics soared, with email traffic showing 15% higher page views per session compared to the overall site, and 50% more engagement than organic social.

From Audience to Revenue

With an engaged base established, the next step is monetization. But Anderson stresses that values must remain intact.

“We don’t want them to lose their voice by focusing too much on analytics. That authenticity is what drew people in.”

3 Things to Know About Email Campaigns

Email Outlasts Social Trends

Social platforms come and go, but emails stick. “A person’s email rarely changes,” Anderson says. “When someone gives their email, they want to hear from you.” This long-term access is a foundation for deeper relationships.

Start With Your Audience

Clicks alone don’t tell the whole story. Southern Kitchen initially targeted a misaligned demographic. Jones advises starting with your ideal audience, then optimizing for conversion—not just volume.

You Can’t Buy Real Engagement

Discounts and coupons may drive short-term signups, but lasting engagement requires more. “Incentives create a transactional relationship,” says Anderson. “That won’t beat genuine interest in your brand or products.”