Health and Wellness · BigCommerce + Klaviyo Email Marketing · Jan 1 to Jun 30, 2026 (engagement ongoing)
Carotec
Six months rebuilding a forty year old supplement brand's email program into its most dependable revenue channel.
- 5.3xFlow revenue growth ($29,261 to $154,765)
- 39.8%Email attributed revenue share, up from 15.2%
- $296,769Attributed revenue in six months, +200% vs the prior period
The Situation
Carotec has been formulating science based supplements since 1985, with a catalog built around daily replenishment products (CoQ10, carnitine, enzymes, probiotics, marine oils) that customers reorder every 30 to 60 days. The store itself was healthy. Email was not pulling its weight.
In the first half of 2025, email attributed just 15.2% of revenue while total revenue declined 4% and attributed revenue fell 8%. Flows brought in $29,261 across six months, under $5,000 a month, and campaigns carried 58% of everything email earned. The second half recovered with Q4 seasonality, yet attribution still sat at 17.5% and campaigns were doing 66% of the work. A replenishment business was running on manual sends.
The core gap: a repeat purchase catalog with no automation engine behind it. Industry standard email attribution is 20 to 30% of store revenue. Carotec sat at 15.2%, with three basic flows contributing under $5,000 a month.
| Period | Total revenue | Attributed revenue | Attribution | Flow revenue | Flow share | Campaign revenue |
|---|---|---|---|---|---|---|
| H1 2025 | $456,725.10 | $69,422.21 | 15.20% | $29,261.46 | 42.15% | $40,160.75 (57.85%) |
| H2 2025 | $564,550.80 | $98,796.39 | 17.50% | $33,857.52 | 34.27% | $64,938.87 (65.73%) |
Flow Architecture
Twelve flows total $154,765 for the period (three legacy flows retired to draft during the January 2026 rebuild).
- Abandoned Checkout$62,450
- Welcome Email Series$48,651
- Abandoned Cart$18,451
- Browse Abandonment$12,458
- Site Abandonment$5,658
- WinBack$3,142
- VIP Nurture (with A/B test)$1,568
- Post Purchase$929
- Cross Sell Upsell$625
Strategy and Setup
Segmentation
- Engagement tiers at 30, 60, and 90 days.
- Buyers separated from newsletter subscribers for offer logic.
- VIP Customers list feeding a dedicated nurture flow.
- Sunset segment suppressing unengaged profiles.
A/B Testing
- Live A/B split running inside the VIP Nurture flow.
- Subject line testing across campaign sends.
- Offer framing tested in the welcome series, story first vs discount first.
Technical Setup
- Sender reputation cleanup, spam rate now at 0%.
- BigCommerce and Klaviyo tracking audit end to end.
- List hygiene and suppression policy protecting deliverability.
Campaign Management
A steady monthly rhythm: a Combination Sale anchor send every month plus product spotlight campaigns for hero SKUs. Campaigns added $142,004 across the period alongside the flow engine.
The Results
| Metric | H1 2025 | H2 2025 | H1 2026 |
|---|---|---|---|
| Total store revenue | $456,725 | $564,551 | $745,650 |
| Email attributed revenue | $69,422 | $98,796 | $296,769 |
| Attribution rate | 15.20% | 17.50% | 39.80% |
| Flow revenue | $29,261 | $33,858 | $154,765 |
| Flows share of attributed | 42.15% | 34.27% | 52.15% |
| Campaign revenue | $40,161 | $64,939 | $142,004 |
| Revenue per recipient | $0.75 | $0.86 | $1.45 |
Attribution moved from 15.2% to 39.8% of store revenue while total revenue grew 63% year over year. Flows went from the smaller share of email revenue to carrying 52% of it.
Deliverability Benchmarks
48.5% open rate, 0% spam reports, both rated Excellent by Klaviyo.
What Made This Work
Recovery built on reassurance, not pressure: supplement buyers hesitate over quality, not price. The recovery emails lead with integrity messaging and product education. Four recovery flows produced over $99k, 64% of all flow revenue.
A welcome series that sells trust before the discount: the 1985 founding story, real ingredient sourcing, and verified reviews carry the series. The 10% code closes. Result: $48,651 in revenue at a 12.4% click rate.
Deliverability treated as infrastructure: 48.5% open rate and a 0% spam rate, rated Excellent by Klaviyo benchmarks.
Email went from 15.2% of store revenue to 39.8% in six months. $154,765 in flow revenue, 5.3x year over year.