When Ari Sohn took on the role of Head of Community and Ecosystem at TxtCart, the company had a clear goal: help Shopify brands recover abandoned carts through timely SMS reminders. But Ari saw potential beyond the app’s core offering. By leveraging cold emailing—a strategy he had no prior experience with—he transformed TxtCart into more than just an SMS platform.  

This case study explores Ari’s journey from a complete novice in outbound email to running high-impact campaigns that scaled TxtCart’s reach, generated leads, and built meaningful connections. It’s a story of learning, innovation, and the strategic use of tools like Smartlead to overcome challenges and achieve extraordinary results.

How It All Started: The Story of Ari Sohn and TxtCart  

Ari Sohn began his journey as the Head of Community and Ecosystem at TxtCart, a Shopify app specializing in SMS marketing for abandoned cart recovery. TxtCart sends timely text reminders to site visitors who leave their carts without completing a purchase, often offering a coupon to encourage them to finalize their order.  

Before adopting cold email as a strategy, Ari lacked experience in outbound email outreach. He recognized the importance of direct communication with potential clients but was unsure how to scale outreach effectively.  

The turning point came when Ari connected with a cold email consultant who introduced him to the fundamentals of cold emailing, including domain setup, warming up sender accounts, and crafting effective email copy using techniques like spintax. Ari quickly realized that high-volume outreach could drive significant results, provided the foundational steps were executed correctly.  

In his first year of using Smartlead across various business endeavors, Ari leveraged the platform to streamline his campaigns. What began as a need for client conversations evolved into a strategic approach for event marketing. By inviting thousands of Shopify brand representatives to professional events, TxtCart turned email outreach into an engine for building meaningful connections, generating leads, and growing their client base.  

Ari’s journey highlights how using the right tools and a systematic approach to cold email can transform a business. From learning the basics to running large-scale campaigns, Ari and TxtCart demonstrated how outbound strategies can be effectively tailored for growth.  

Challenges Faced While Scaling Operations  

Ari Sohn and TxtCart encountered multiple challenges while adopting and scaling their cold email outreach strategy. Initially, Ari faced a steep learning curve, as he had no prior experience in outbound email marketing. Setting up the infrastructure—purchasing domains, warming them up, and ensuring proper configuration—required significant effort and expertise.  

As TxtCart scaled its outreach, managing large lead lists and maintaining consistent deliverability became a persistent hurdle. With daily email sends reaching thousands, Ari had to navigate issues like managing sender accounts, balancing email volumes, and avoiding spam filters. Maintaining a positive reputation with email service providers (ESPs) while pushing the limits of email sending posed another significant challenge.  

Reflecting on this, Ari shared, “You cannot replace having 10,000 touches with potential clients. When you have that much distribution and reach, you really start to see incredible results.” However, he also admitted, “Cold email is a completely different animal now compared to even a year ago. Metrics like open rates and click-through rates don’t hold the same weight because of security filters and bots.”  

Scaling outreach for event invitations further complicated the process. TxtCart had to send targeted emails to thousands of recipients across different cities while ensuring the quality of communication remained high. With hundreds of email accounts in use, even small inefficiencies in workflow—such as bulk-selecting sender accounts—became time-consuming bottlenecks.  

Despite these challenges, Ari remained committed to improving TxtCart’s cold email strategy, continuously testing and refining approaches to address these obstacles. His focus on adaptability and process optimization enabled TxtCart to overcome these difficulties and achieve significant success.  

Notable Achievements  

Despite the challenges, Ari Sohn and TxtCart achieved remarkable milestones through their innovative use of cold email and SMS marketing strategies. One standout success was leveraging cold email not just for sales but also for event marketing. 

TxtCart organized professional events across major cities, including New York, Miami, Los Angeles, and Austin, and invited thousands of Shopify brand representatives using well-crafted email sequences. These campaigns achieved impressive engagement metrics, with open rates of 70–80% and click-through rates of 25–30%.  

Ari highlighted this unique approach, stating, “Most people think cold email is strictly for sales, but our most successful campaigns were invitations to events. When you put your ideal customer profile in one room, the conversations and connections drive incredible results.”  

Another achievement was the ability to scale outreach significantly. TxtCart sent up to 15,000 emails in a single day using 150–250 sender accounts, maintaining a steady cadence of communication while adhering to technical best practices. This method enabled them to contact and re-engage a vast audience with five-step sequences, making their outreach efficient and impactful.  

TxtCart’s ability to manage high-volume outreach not only grew their client base but also demonstrated the potential of cold email as a tool for relationship-building and community engagement. As Ari reflected, “When you capture someone’s attention with the right message, you create opportunities for meaningful conversations. It’s about more than just selling—it’s about connecting.”  

These achievements underscore TxtCart’s innovative use of email and SMS marketing to drive engagement and foster connections within the Shopify ecosystem.  

Key Factors Contributing to Success  

TxtCart's success can be attributed to a combination of strategic thinking, innovative practices, and leveraging the right tools. Ari Sohn emphasized the importance of adaptability, especially in an ever-evolving landscape of email marketing. “If you do everything like everybody else, you’ll just be like everybody else. Sometimes it’s worth not following conventional wisdom,” Ari shared, reflecting on his approach to pushing boundaries and testing new strategies.  

One of the critical drivers of TxtCart’s success was its ability to focus on meaningful engagement rather than purely transactional email campaigns. By prioritizing value-driven messaging, such as inviting Shopify brands to professional events, TxtCart fostered connections that extended beyond immediate sales. This strategy not only yielded higher response rates but also helped build a community around TxtCart’s offerings.  

Smartlead played a pivotal role in enabling TxtCart to scale its efforts effectively. The platform’s streamlined campaign setup, analytics, and automation capabilities allowed Ari and his team to manage thousands of email sends daily without losing sight of quality. “The simplicity of Smartlead made all the difference. It doesn’t require you to be a technical wizard to use it effectively,” Ari noted.  

Another factor was TxtCart’s meticulous attention to technical details, such as warming up domains, using spintax for personalization, and maintaining email account health. These practices ensured consistent deliverability and helped TxtCart sustain high engagement rates, even at scale.  

By combining technical precision, creative outreach strategies, and a commitment to building relationships, TxtCart set itself apart in the competitive space of email and SMS marketing.  

What Lies Ahead for Ari Sohn and TxtCart: Scaling with Smartlead  

TxtCart is focused on expanding its services and embracing emerging technologies to stay ahead in the competitive landscape of marketing automation. With plans to integrate AI and machine learning, TxtCart aims to enhance its ability to craft personalized and data-driven campaigns. These advancements will allow the company to better understand audience behavior, optimize messaging, and improve engagement rates.

Ari Sohn recognizes the growing importance of ethical marketing practices and data privacy as TxtCart continues to scale. “As consumer awareness grows, businesses must align with responsible practices. It’s not just about compliance; it’s about earning trust,” Ari remarked, underlining TxtCart’s commitment to transparency and customer-centric operations.

The company also plans to expand its event-driven marketing strategies, which have proven highly effective. TxtCart aims to host more events across new markets and industries, leveraging its expertise in email outreach to build connections and drive engagement. 

Additionally, TxtCart intends to invest in strengthening its multi-channel approach by integrating email and SMS with other platforms like social media and CRM systems. This approach will provide a seamless experience for clients and help maintain TxtCart’s reputation as an industry innovator.

Looking ahead, TxtCart is poised to establish itself as a leader in the Shopify ecosystem and beyond by staying adaptable, prioritizing meaningful customer interactions, and embracing new technologies to continually refine its marketing strategies.