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+57% Email Revenue After a Full Rebuild

How we rebuilt 23 flows from scratch and took email from 39% to 52% of total revenue for a THC-infused wellness brand.
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+57%
Email revenue growth YoY
51.7%
Revenue from email (up from 39%)
23
New flows built from scratch
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About the brand

Find Wunder makes THC-infused beverages and gummies designed to replace or reduce alcohol consumption. Their products focus on relaxation, sleep, and wellness — offering a legal, low-calorie alternative to drinking with precise dosing and fast-acting effects.
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The Challenge

Find Wunder had an email program — it just wasn't working hard enough. The previous agency left behind a handful of basic flows with structural problems throughout. The welcome flow was missing the 10% discount code that people signed up for. There was no abandoned cart flow triggered by checkout. Segmentation was scattershot — a "find your dosage" email that should have gone to every non-purchaser was sent to just 55 people. Promo codes were buried multiple folds deep in campaigns, and design was inconsistent from email to email. Several flows had generated nothing in the past year, and critical automations like back-in-stock, winback, and replenishment didn't exist at all. The foundation was there, but nearly everything needed to be rebuilt.

Our Work

Flows

We gutted the old flow architecture and rebuilt 23 flows from scratch. The full lifecycle was covered: welcome, abandoned cart, abandoned checkout, browse abandonment, site abandonment, post purchase, cross-sell, replenishment, winback, subscription push, first purchase anniversary, review request, VIP, super fan, and sunset. We added retention-specific variants for cart, checkout, browse, and site abandonment to re-engage lapsed customers. A product recommender flow tied to their quiz and a gummy-specific post-survey flow added personalized follow-up based on customer preferences.

Campaigns

We restructured the campaign strategy around a single principle: one email, one purpose. Promo codes were moved to the first fold with clear CTAs instead of being buried three scrolls down. We built proper segmentation — customers vs. prospects, broken out by recency and engagement — and matched content to each group. A consistent sending cadence was established with a unified design system across all emails.

Segmentation

The previous approach was scattershot — relevant content going to tiny segments while the broader audience was ignored. We replaced it with a structured lifecycle framework: customers split by recency (0-30, 30-60, 60+ days), prospects by signup date and engagement, and VIPs by purchase frequency. Each segment received matched content — early previews for VIPs, review highlights and first-time offers for non-purchasers, subscription pushes for repeat buyers.

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Results

Email revenue grew 57% year over year while total store revenue grew 18% YoY. Email's share of total revenue increased from 39% to 52%, making it the dominant sales channel. 23 new flows were built from scratch, replacing the old broken architecture. Flow revenue grew 49% and campaign revenue grew 62%. The replenishment flow became the highest-performing flow by revenue per recipient, and open rates held strong at 55% across all emails.

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