How can a Shopifybased supplement brand generate over $800,000 in revenue while still maintaining sustainable growth?
The answer does not lie in increasing ad spend. It lies in a lifecycle marketing strategy that focuses on building and nurturing customer trust over time.
In this case study, Moonpie reveals how we optimized the email marketing system on Omnisend to achieve strong and measurable results:

$255,657 USD in email revenue

31,1% of total revenue from email

53,89% returning customer rate

If you are struggling with rising ad costs or underperforming email marketing systems, this framework shows how to turn your existing customer data into a longterm revenue engine.

1. Brand Overview

• Industry: Supplement
• Platform: Shopify
• Lifecycle marketing platform: Omnisend (Email & SMS)
• Product categories:
  • Energy & performance products
  • Hormone balance & longterm wellness products
• Target customer segments
  • Energy & performance segment
    – Primarily men aged 35+ or individuals working in highintensity environments.
    – They often experience fatigue, lack of focus, and reduced physical performance.
    – They are looking for solutions to improve energy while remaining safe and nondependent on stimulants.
  • Hormone & longterm health segment
    – Primarily women aged 40+.
    – They begin to experience hormonerelated issues affecting mood, physical condition, and overall wellbeing.
    – They prioritize stability, balance, and longterm quality of life.

=> Key insight: Customers are not easily convinced by advertising. They need to understand the product clearly before making a decision.

2. Key Challenges

2.1. Performance Metrics

From late 2024 to early 2025:

$487,833 total revenue

$58,776 emailattributed revenue

12.05% revenue contribution from email

2.2. System Limitations

• ~68% of revenue came from campaigns
• Only ~32% came from automated flows

This indicates that the automation system was underdeveloped. Key issues included:

• Flows were basic and limited
• No structured postpurchase nurturing system
• Campaigns were mostly promotional and salesdriven
• Click rates were low (~0.3–0.5%)

Email was present, but not functioning as a strategic system.

2.3. Customer Behavior Challenges

In the supplement industry, customers often:

• Doubt product effectiveness
• Do not fully understand how the product works
• Require time before making a decision

Without proper educational and trust-building content, they tend to:

• Not purchase
• Not return
• Not build loyalty

The core issue was not a lack of emails, but a lack of a trust-building system.

3. Strategic Objectives

Moonpie did not focus on short-term revenue growth. Instead, we focused on sustainable objectives:

• Increase email revenue contribution
• Improve returning customer rate
• Reduce reliance on promotional campaigns

Most importantly: Transform email into a channel that helps customers understand and trust the product

4. Strategy & Execution

4.1. Rebuilding the Email System Around the Customer Journey

Moonpie redesigned the entire email system based on customer lifecycle stages.

Pre-purchase Stage

Content focused on:

• Identifying customer problems (fatigue, low energy, imbalance)
• Explaining why these issues occur
• Introducing potential solutions

Goal: Help customers understand their own problems.

Post-purchase Stage

Moonpie introduced:

• Product usage guidance
• Clear expectations on when results appear
• Content that reassures customers about their decision

This helps customers:

• Eliminate post-purchase doubts
• Have a better product experience
• Make repeat purchase decisions more easily

An example of abandoned checkout flow

4.2. Changing the Communication Approach

Instead of saying: “Product helps increase energy”
Moonpie shifted to:

• Explaining what is happening inside the body
• Clarifying the role of each ingredient
• Showing why the product can be effective

Customers no longer feel they are being sold to. They feel they are being informed.

4.3. Building Deep, Value-Driven Email Content

Email content was developed beyond product promotion.

Personalized content tailored to each customer segment

• Men: focused on energy and hormone support
• Women: focused on balance and overall stability
• Performance-focused users: focused on concentration and endurance

Clear, health-focused content

Emails do not simply claim that the product is effective. Instead, they:

• Explain key ingredients
• Clarify how the product works
• Present information in a simple, easy-to-understand way

Customer Stories & Real Experiences

Moonpie incorporated:

• Real customer feedback
• Post-usage experiences
• Specific improvements

This increases credibility and reduces skepticism.

Long-term Trust Building

Content was designed to:

• Reinforce purchase decisions
• Explain the improvement process
• Avoid unrealistic expectations

The goal is to create confidence and encourage continued usage.

4.4. Personalization Based on Behavior

Moonpie did not send the same content to all customers.
Instead:

• Customers receive content based on their interests
• Product buyers receive relevant guidance and recommendations

This makes email more relevant and effective for each individual.

5. Results

After implementing the strategy, performance improved significantly:

$255,657 USD email revenue

31,1% of total revenue from email

53,89% returning customer rate

$71,35 USD AOV

 

6. Conclusion

Through working with this brand, Moonpie identified a critical insight: Customers do not lack demand. They lack trust to make decisions.
Email marketing becomes truly effective when it:

• Helps customers understand the product
• Addresses their doubts
• Supports them after purchase

Moonpie enables brands to:

• Build trust
• Maintain long-term customer relationships
• Turn trust into sustainable revenue growth 

Want to achieve sustainable growth in the supplement industry?
If you are:

• Sending emails consistently but not seeing revenue growth
• Heavily dependent on paid ads with rising costs
• Looking to maximize the value of your existing customer data

Contact Moonpie today to explore how lifecycle marketing can unlock long-term growth for your business.