← BackCase Study — Health & Supplement
From 0% to nearly a third of revenue through email.
The brand was great at getting the first sale and had no plan for the second. Paid ads did all the work. We built the system that brought customers back — and email went from €0 to €124,000 a year.
of revenue from email
email revenue, up from €0
of it from automated flows
The situation
Every new customer came from paid ads. Once they bought, almost nothing brought them back — no education, no reorder reminders, nothing.
Email, the one channel that should quietly compound, was doing nothing. Attributed email revenue was flat zero. Subscription customers were never nurtured. Repeat purchases happened by luck.
For a supplement brand, that’s the whole game left on the table. These are products people are meant to reorder every month.
What we built
We replaced random promo blasts with a complete retention engine — built to raise lifetime value and get the brand off its dependence on paid ads.
- —Welcome series
- —Post-purchase education
- —Subscription onboarding
- —Refill & reorder reminders
- —Win-back flows
- —Browse & cart recovery
- —Behavior-based segmentation
- —Weekly campaigns tied to the lifecycle
The results
Email went from doing nothing to a third of the business.
Before
0% of revenue
After
30.46% of revenue
of email revenue came from automated flows — the system earns while they sleep
subscription retention and repeat purchase rate
monthly revenue, far less dependent on ad spend
Before
Business performance summary
Before BinaryGen · Klaviyo
Total revenue
Attributed revenue (0.00% of total)
After
Business performance summary
After BinaryGen · Klaviyo
Total revenue
Attributed revenue (30.46% of total)
Attributed revenue
Per recipient
€0.61
Campaigns
€5,233.90
4.21%
Flows
€119,018.51
95.79%
€124,252.41
100.0%
SMS
€0.00
0.0%
Takeaway
For supplement brands, the first purchase is just the start. The growth is in keeping customers educated, subscribed, and reordering — and a good email system does that on autopilot.
Sitting on customers who should be reordering?
Let’s look at your account and show you the gap.
Book a call