This company focused on email before ads and built lasting momentum
A US-based blood testing brand, helps people understand their biological age and take clear steps to improve it. They had traction in B2B, but wanted to build a stronger direct-to-consumer presence.
They had a quiz funnel in place, a Shopify store ready to go, and a compelling product. But email – the highest-leverage retention channel – had barely been touched. They had next to nothing in terms of automations, somewhat generic designs, and most of their list had been manually suppressed due to lack of usage.
Before investing in paid traffic, they partnered with Shawfire to build the foundations first. The goal was to use email and SMS to unlock a predictable, conversion-ready backend.
The client sits in a category where decisions are slow, considered, and emotion-driven. The customer journey involves trust, education, and consistency over time. People want to understand their results, feel supported, and stay motivated.
According to McKinsey, brands that create personalized email experiences see 5 to 10 times higher customer lifetime value.
The client needed a way to welcome new customers, deliver their quiz results, build connections over time, and bring inactive users back.
The system had to educate and convert at the same time.
Quiz Results Flow (3 emails and 1 SMS)
The quiz funnel was their main acquisition engine. We used it to kick off a tailored onboarding journey:
The flow helped new subscribers understand what their result meant and what actions to take. This increased engagement and led to more product interest.
01
Email Design that Matched the Brand
The Client’s previous emails lacked visual presence. We built a clean, clinical layout that reflected the brand – mobile-first, readable, and visually consistent with the site. This improved click-through rates and created smoother transitions from inbox to checkout.
02
List Cleaning and Re-engagement
Most of their existing email list had been suppressed manually. We created 20 new segments for their list, and identified the unengaged subscribers, ready to be warmed up with low-risk value content. This allowed us to reduce Klaviyo costs, improve deliverability, and revive useful segments instead of losing them.
03
Reorder and Subscription Flow (3 emails and 1 SMS)
Once customers placed an order, we added a follow-up system to encourage timely reorders of their supplements upsell packages. The SMS touchpoint was simple and well-timed, especially for moments when email open rates are low.
04
Key Takeaways for This Case Study
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