01 · Results at a glance
The Results at a Glance
- Total store revenue$331,317.59Reported period
- Total store revenue growth54%Versus the previous period
- Email-attributed revenue$150,125.00Reported period
- Revenue share45.31%Of total store revenue
- Attributed revenue growth67%Versus the previous period
- Campaign-attributed revenue$0.00From campaigns
- Flow-attributed revenue$150,125.00From automated flows
- Reporting periodAug 14–Sep 142025
List Health & Deliverability: High-intent segmentation eliminated generic blasts, resulting in pristine domain reputation and elevated average flow open rates.
02 · The cost of inaction
Buying a supplement is one decision. Staying with a brand is another.
Wholesome Story is a women’s wellness supplement brand with products including Myo-Inositol and D-Chiro Inositol. Its website offers a subscription option, giving customers a frictionless way to continue purchasing the products they rely on.
Before our engagement, Wholesome Story was not properly leveraging retention marketing. They were in the initial stages—running basic, generic flows with completely unorganized segments. Like many founders, they were pouring resources into the initial buying experience, only to watch the customer relationship lose momentum the moment the first order was placed. The post-purchase journey was largely left to chance, limiting Customer Lifetime Value (LTV) and repeat purchase rates.
That creates a radically different retention challenge compared to a brand selling one-off impulse purchases. A prospective customer needs clear product information, accessible support, and a streamlined path to order again. Those specific moments deserve specific messaging.
RetenVue’s custom engagement was designed around Wholesome Story’s strict compliance requirements and actual customer journey, replacing their basic setup with a sophisticated, highly segmented email architecture. The objective was to make follow-up feel like a natural continuation of the brand experience—driving profitable retention without relying on continuous, margin-killing discount campaigns.
03 · The strategy
A custom offer starts with the customer’s next step.
Wholesome Story required an email architecture shaped around its existing product lines. The strategic question driving the build was simple: What makes the next email genuinely useful to this specific customer?
For a wellness brand, personalization must be derived from voluntary shopping activity, not by assuming a medical condition based on a product view. We completely reorganized their segments into clear, intent-driven customer groups:
First-Purchase Prospects
Delivered relevant product education and a clear route to answers without making individual health outcome promises.
Recent Buyers
Provided immediate post-purchase follow-up connected to the specific supplement purchased, mitigating buyer's remorse.
Replenishment Candidates
Sent perfectly timed, relevant reminders based on the confirmed consumption cycle of their previous order.
Active Subscribers
Segregated from one-time buyers to ensure communication reflected their active status, focusing on account management rather than aggressive sales pushes.
04 · The journeys
The Automated Journeys Behind the Result
The performance dashboard confirms a critical shift: backend email automation accounted for 100% of the attributed email revenue during the reported period. Here is how those newly organized journeys drove repeat purchasing behavior.
Welcome and Product Discovery
This journey was engineered to help new subscribers understand Wholesome Story’s entire product range before committing. The content answered practical questions regarding sourcing and formulations while maintaining strict compliance. It guided new traffic toward an initial purchase through education, establishing authority right from the opt-in.
Browse and Cart Follow-Up
These high-intent journeys helped shoppers return to the specific checkout they abandoned. We optimized the timing delays and integrated dynamic product blocks. Crucially, we explicitly excluded customers who had recently purchased. This unorganized-to-organized segment shift protected deliverability, prevented inbox fatigue, and kept open rates high.
Post-Purchase Support
Follow-up after a wellness order is about maximizing LTV potential. The revamped post-purchase sequences delivered immediate transactional clarity, followed by specific usage guidelines for products like Myo-Inositol, seamlessly continuing Wholesome Story’s supportive voice and priming the customer for their next order.
Replenishment and Repeat Purchase (The Value Proposition)
A reorder reminder only works if the timing is meticulously accurate. We mapped the exact consumption cycles for Wholesome Story's 30-day and 60-day supplies. Flows dynamically triggered when a customer was running low, providing a frictionless, one-click path to replenish.
The key lever: We drove these repeat purchases through convenience and VIP customer care, entirely without requiring a discount code, fiercely protecting their net profit margins.
Win-Back and Subscription Communication
The system clearly distinguished between a customer who had churned and a customer who was already subscribed. Win-back campaigns targeted lapsed buyers with brand updates. Conversely, active subscribers were shielded from standard promotional blasts, receiving communication focused entirely on subscription management and value retention.
05 · Campaigns vs. flows
What the Dashboard Says About Campaigns
The platform data reveals a stark reality: $0 in campaign-attributed revenue and $150,125 strictly attributed to automated flows. This establishes exactly where the platform credited revenue during this 30-day window. Unlike their initial stage of relying on basic setups or the traditional approach of constant manual campaign sends, Wholesome Story’s reported email contribution came entirely from highly targeted, evergreen flows.
100% of platform-attributed email revenue came from flows.
Email-attributed revenue increased 67% versus the previous period, while total store revenue increased 54%. All $150,125 of the platform-attributed email revenue came from automated flows. These figures show the contribution recorded by the platform; they do not establish incremental sales or net profit.
For a founder, the practical takeaway is clear: useful follow-up can become a substantial part of the brand’s revenue mix. This custom engagement gave Wholesome Story customer journeys designed to continue beyond a scheduled broadcast.
“The biggest shift for us was seeing retention become a real growth driver, not just another marketing channel. With RetenVue’s support, attributed revenue grew 67% and now represents 45.31% of our total revenue.”