Sway's emails looked like a success. Here's how we turned them into real repeat profit.
Kept the emails that worked, fixed the ones that didn't, and nearly doubled profit per customer.
Every brand in our case studies is a fictional example brand, including Sway. The numbers are modeled from realistic Shopify and Klaviyo data to show the kind of improvement we help brands make. The method is the one we use with clients.
The situation
Sway sells a reusable heat wrap for period pain, plus patches and a balm that people use up. Every email flow was live and Klaviyo credited email with 31% of revenue. It looked like a success. But fewer than one in four customers bought again within 90 days, and most repeat orders needed a coupon.
This might be you if
- Your flows are all set up, but repeat sales still feel flat
- Email gets credit for a big share of revenue, yet profit isn't moving
- You sell a mix of products people keep and products people use up
What we found
A wrap that lasts years got a 'time to reorder' email
Customers who bought the reusable wrap were told to reorder on day 30. They didn't need another wrap. They needed to hear about the patches and balm.
Patch reminders ignored how many people bought
Someone who bought three packs got the same reminder as someone who bought one.
Discounts were the default
Cross-sells came with 15% off and win-backs with 20% off, even for customers who would have bought anyway.
What we built
- Kept the welcome and checkout emails, which were already working
- Guided wrap owners to the patches and balm at full price, at the right moment
- Timed patch reminders to how many each customer bought
- Refilled only the part of a bundle that had run out
- Rewrote the win-back email to ask what happened first, and saved discounts for customers who said price was the issue
The result
More customers came back, fewer of them needed a discount to do it, and profit per customer nearly doubled. Email's share of revenue went up too, but the number that mattered was profit.
The takeaway for your brand
Having every flow live isn't the same as having a retention system. Each customer should get the next message that makes sense for what they own.
See the full audit
This case started with a retention audit. You can read it.
The sample audit for Sway shows exactly what you get: every email flow scored, every discount checked, and a ranked plan with the dollar value of each fix.
Read the sample auditSome of the emails we wrote
Free retention call
Could your brand grow like Sway?
Book a free 30-minute call. We'll look at your repeat purchase rate, your flows and your offers together, and put a number on what's being left on the table. You leave with one or two early observations and a straight answer on whether a deeper audit is worth it.