Wellness · Retention & Email · DTC
+507% Revenue
Email was inactive, despite a brand with genuine repeat-purchase demand already built in. We rebuilt the entire retention system in Klaviyo — welcome series, post-purchase, winback, and broadcast cadence — and turned a dormant channel into an 80% open-rate engine behind a 507% revenue increase.
Where They Stood
The brand had genuine repeat-purchase demand. Email — the channel built to capture it automatically — was inactive.
Rain Wellbeing had already earned something most DTC brands spend years chasing: customers who came back on their own. The repeat-purchase rate was strong and organic, clear evidence the product worked and that people trusted it enough to reorder without being prompted.
But the channel built to capture that behaviour automatically — email — was inactive. There was no welcome series turning new subscribers into first-time buyers, no post-purchase sequence reinforcing the habit that was already forming, and no winback mechanism to recover customers as they started to lapse.
Without an automated retention system, every one of those repeat purchases depended on the customer remembering to come back on their own. The demand was there. The infrastructure to meet it wasn't.
No Welcome Series
New subscribers had no automated sequence guiding them from sign-up toward a first purchase — a channel-neutral list with nothing working it on autopilot.
No Post-Purchase Flow
Nothing reinforced the repeat-purchase habit customers were already forming after their first order, leaving genuine organic demand uncaptured.
No Winback Flow
Lapsing customers had no automated nudge before they were lost for good — recovery depended entirely on the customer choosing to return unprompted.
No Broadcast Cadence
With no consistent campaign calendar, the list wasn't hearing from the brand between the (missing) automated moments — a channel going quiet by default.
The Purposeful Profits Playbook
Rather than bolt automation onto a dormant account, we rebuilt the retention system from the ground up — foundation first, then the flows that mattered most to a brand whose biggest untapped asset was already-loyal repeat customers.
Before building anything new, we audited the dormant account and put the groundwork in place ahead of relaunch.
Built the automated sequence to convert new subscribers into first-time buyers and set retention expectations from day one.
Reinforced the repeat-purchase behaviour Rain Wellbeing had already earned, and built an automated safety net to recover customers before they lapsed.
Replaced the previous inactivity with a consistent broadcast cadence and an ongoing testing programme to sustain engagement and deliverability at scale.
The Outcomes
A dormant channel moved fast once the flows went live, and kept compounding across the full engagement. Here's what moved in the first 30 days, and what it grew into overall.
Revenue Increase, First 30 Days
With the welcome series, post-purchase flow, and foundational automation live, revenue moved almost immediately — proof the underlying repeat-purchase demand was real and simply needed a system to capture it.
Total Revenue Increase
Across the full engagement, with the winback flow and an always-on broadcast cadence layered on top of the earlier flows, the 30-day result compounded into a structural 507% increase in revenue.
The 80% open rate isn't a one-off spike from launch — it's the steady-state figure for the rebuilt account, sustained by the deliverability discipline built into Phase 04.
Verified Results
Email had gone quiet, but the demand underneath it hadn't. Once the welcome series, post-purchase flow, winback sequence, and broadcast cadence were live, that dormant channel became the growth engine: 149% revenue growth in the first 30 days, an 80% open rate we've sustained since, and a 507% revenue increase across the full engagement.
Purposeful Profits, on rebuilding Rain Wellbeing's retention engine
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