Email added about $50K a month for a supplement brand
Educational emails warmed the list before offers. The PPC team then used that traffic to build lookalike audiences.
Soft emails to a brand's Amazon buyers added $50K a month, and the buyers they warmed up helped its paid ads add $100K.
Context
Multi-million dollar Amazon seller in fitness supplements. Strong Amazon presence, but no direct relationship with buyers and no owned channel for repeat purchases or upsells.
Problem
Amazon owned the customer relationship. The brand had transaction data but could not communicate, educate, or build loyalty outside the platform.
Approach
Collected email addresses from Amazon order data and treated them as a cold list that needed warming, not selling. Phase one: a relationship-building sequence of emails answering common supplement concerns, with no hard pitch. Mined customer reviews and competitor feedback to write in the language buyers actually used. Phase two: targeted that warm segment with a structured conversion sequence featuring benefit-focused messaging and risk reversal. Backend collaboration with the PPC team using email-driven traffic to feed the pixel for lookalike audience generation.
Stack
- Klaviyo (segmentation and automation)
- In-house PPC team collaboration
Result
Email added about $50K a month in direct revenue. The warm email audiences, and the store traffic the emails sent, fed the brand's pixel. The PPC team built lookalike campaigns from it, which added about $100K a month in paid revenue.
Impact
The brand could reach its Amazon buyers directly, through a list sorted by who opened and who clicked. Its PPC team got lookalike audiences built from real customers to scale into.
Lessons
Email sells when it runs as a conversion system. Most supplement buyers are skeptical by default. Warming them up with education and objection handling beats shouting offers at a cold list.
Who this is for
For e-commerce brands, especially in skeptical categories like supplements, beauty, or wellness, who want to own their customer relationships and turn email into a system that drives revenue, retention, and better ad performance.
Get a quoteThe method behind this result
- Conversion Funnel DesignConversion funnel design connects buyer research to page decisions for marketers. Keep customer quotations beside each proposed change and its expected result.
- The Value Optimization Framework: How Annual Prepayment Funds a GuaranteeA customer who pays for a year of software gives the seller cash before the seller has finished the work. That cash can fund the company. The customer still needs the installation, the support and the result they bought, and a refund promise creates another obligation the seller has to fund. Those obligations determine whether the offer works.