How a Men’s Health Brand Grew Email Marketing Revenue 10X in 3 Months With Lifecycle Marketing

2. The Challenge: A Profitable Store With an Idle Email Engine

Before working with Moonpie, the brand earned about $100,000 a month, yet email contributed only around 3% of store revenue. The audit uncovered six underperforming flows, generic messaging for a sensitive audience, and weak deliverability. In short, the brand already owned an email engine, but nobody had started it properly.

Key metrics before working with Moonpie:

• Average monthly revenue: ~$100,000
• AOV (Average Order Value): $104
• Repeat customer rate: ~2%
• Active email list: 15,000 subscribers
• Email revenue (last 30 days): $3,674, about 3% of store revenue

2.1. Six flows were not built to convert

Flow	What Moonpie found	Impact
Welcome (4 emails)	Open rate was high at about 60%, but strict double opt-in limited the audience. The series also stretched over 11 days.	New subscribers lost interest before the series ended.
Abandoned Checkout (4 emails)	A misconfigured filter skipped about 90% of eligible recipients.	One of the highest-revenue flows was almost inactive.
Browse Abandonment	It contained a single email that still used Klaviyo’s default content.	The flow had no persuasive power.
Customer Thank You	First-time and returning buyers received identical content.	Repeat buyers felt unrecognized, which hurt loyalty.
Post-Purchase (4 emails)	The first email waited 15 days, and the content felt plain and off-brand.	The brand missed the best window for cross-sell.
Winback (3 emails)	The first email went out 75 days after the last purchase.	Lapsed customers had already moved on.

2.2. The messaging did not fit the audience

The tone of voice was generic. It lacked the warmth and relevance that middle-aged men need when reading about sexual health. As a result, emails felt either too salesy or too distant.

2.3. Deliverability was holding emails back

Unsubscribe and spam complaint rates needed improvement. Consequently, fewer emails reached the inbox, even when the content was strong.

Key insight: The brand had a capable email machine that had never been switched on correctly. Its biggest growth opportunity was sitting untouched inside its own customer list.

3. Goals and KPIs

Moonpie set five goals based on the account’s current state and industry benchmarks. The headline goal was to lift email’s share of store revenue from about 3% to more than 15%. The other goals covered sign-up conversion, flow quality, campaign consistency, and deliverability, so growth would stay sustainable.

1. Grow email’s share of revenue from about 3% to more than 15% of store revenue.

2. Improve sign-up form performance by raising the submit rate from 2% to at least 4%.

3. Upgrade flow quality by rebuilding all 6 flows and adding new ones.

4. Send campaigns consistently, with at least 1 to 2 campaigns per week.

5. Improve deliverability by lowering spam complaint and unsubscribe rates.

Step 5: Strengthen deliverability

• Moonpie warmed up the sending domain with a standard warm-up process
• Better content relevance and frequency control helped reduce unsubscribes.
• The team sent only to engaged subscribers.
• The team reviewed spam complaint rates every week to keep the list clean.

5. Results

After three months, email revenue on Omnisend reached $410,254 in October 2025, equal to 27.6% of store revenue. That result nearly doubled the original 15% target. The repeat customer rate also rose from about 2% to 16.89%, which shows the new flows drove loyalty as well as first orders.

Metric	July 2025 (before Omnisend optimization)	October 2025 (after 3 months with Moonpie)
Total store revenue	$457,309	$1,400,000 (up $198,792 from September)
Omnisend revenue	$0	$410,254 (up $60,856 from September)
Email share of store revenue	~3%	27.6% (target was more than 15%)
Repeat customer rate	~2%	16.89%

6. Does Your Brand Need a Lifecycle Marketing Overhaul?

Your brand likely needs an overhaul if email drives far less than the 15% target set in this case, your flows still use default templates, or customers rarely buy twice. These signals usually point to a system problem rather than a traffic problem. Use the checklist below to find your biggest gap first.

Warning sign	What it usually means	Where to start
Email drives a small share of revenue	Flows and campaigns are not working as a system	Run a full lifecycle audit
Abandoned Checkout revenue is unusually low	Filters or triggers may be misconfigured	Check flow filters and trigger logic
Flows still use default platform content	Messaging does not reflect your brand or customers	Rewrite content around real pain points
First-time and repeat buyers get the same emails	Customers feel unrecognized	Split Thank You and Post-Purchase by purchase history
Repeat customer rate stays in low single digits	Post-purchase journeys start too late or say too little	Shorten delays and add cross-sell sequences
Spam complaints or unsubscribes keep rising	Frequency or targeting is off	Send to engaged segments and review weekly

7. FAQ

7.1 What share of revenue should email drive for a DTC brand?

For this brand, Moonpie set a target of more than 15% of store revenue, and the brand reached 27.6% within three months. The right target depends on your list size, flow setup, and campaign frequency. However, a share well below this level usually signals untapped retention revenue.

7.2 How long does it take to see results from a lifecycle marketing overhaul?

In this case study, the brand saw major results within three months. Flows such as Abandoned Checkout and Welcome often deliver gains first, because they capture shoppers with high purchase intent. Meanwhile, campaigns and retention flows build value over the following months.

7.3 Why did Moonpie recommend Omnisend for this brand?

Moonpie chose Omnisend because the client’s plan included free SMS credits matched to the email plan. This allowed the brand to launch SMS alongside email without extra cost. Therefore, flows such as Welcome and Abandoned Checkout could run on both channels from the start.

7.4 How should brands write emails for sensitive health topics?

Brands should use a friendly, confident, and non-judgmental tone. Education should come before promotion, so customers understand the product and feel respected. Real reviews and product certifications also build trust, which matters more in health categories than aggressive discounts.

Is your email program generating the revenue your customer list deserves? Moonpie helps DTC brands build lifecycle marketing systems that turn existing customers into sustainable growth.

=> Book a free lifecycle audit with Moonpie

Read more case studies:

How Moonpie Grew Email Revenue to 31% for a Supplement Brand

Lifecycle Marketing: 156% Email Revenue Growth for Home Decor