Case Study #6
Retention Strategy increased attributed email revenue from generating $2K per month to $20K per month
Cliganic is a health and wellness brand specializing in premium essential oils and natural products. With a strong Amazon presence but untapped potential on Shopify, the brand needed a solid retention and subscription strategy to convert first-time buyers into loyal, repeat customers.
VEX Media Group has been working with Nordic Biolabs since 2021. From 2021 to 2025, email revenue increased by over 900%.
1. WHEN WE STARTED
When we first connected with Cliganic, their brand was already thriving on Amazon - they had built a massive presence and were moving a serious volume of products. But on Shopify, it was a completely different story. The store was practically dormant, generating close to $0 in revenue each month.
The first thing we noticed was that they had zero flow automations in place. That meant no structured email system to guide potential customers, no automated touchpoints to recover lost sales, and no foundation for long-term retention. Their abandoned checkout revenue - which should have been a significant source of incremental sales - was leaking away entirely.
On top of that, despite their extensive product catalog, they didn’t have any upsell or cross-sell strategies. There was no framework to increase average order value or encourage repeat purchases.
No post-purchase education, no onboarding, no follow-up content. Customers weren’t being shown how to use their products effectively, why to come back for more, or how Cliganic could continue to add value to their daily routines.
In short, the foundation for sustainable, scalable revenue outside of Amazon was missing - and that’s exactly where we stepped in.
2. RESULTS
Email Total Revenue jumped from almost $0 to $18K per month attribution - strong scaling through campaigns and retention flows.
Kept Steady Open Rate around 55% across all the account.
Kept Low Unsubscribe Rate: 0.321% - staying stable despite much higher volume (a big win for list health).
✅ First-Time Customer Revenue: $8,271.80 (per month)
✅ Returning Customer Revenue: $12,723.02 (per month)
Not only are we retaining more buyers, but we’ve also more than 5x revenue from first-time customers. A clear sign that acquisition and retention are working hand-in-hand.
Our list is sitting at nearly 40K engaged subscribers - a strong foundation for scaling revenue through email.
3. WHAT WE DID
Core Flows & Automations
When we first started, Cliganic had zero automations in place.
We built out the full set of core email flows (welcome, abandoned cart, browse abandonment, post-purchase, win-back) and SMS flows to cover every customer touchpoint.
These flows became the backbone of their retention system, recovering lost revenue and creating structured communication with their customers.
Education-Driven Strategy
Since Cliganic sells essential oils, the biggest driver of success was educating customers on how to use them properly.
How to use specific oils
When to use them for best effect
Tips and guidance that turn a purchase into a daily habit
New Product Launches
We supported multiple product launches by integrating them into both lifecycle flows and campaigns. Instead of just announcing a new item, we built education-driven campaigns showing how the new products fit into customers’ routines.
SMS Marketing Channel
・We introduced SMS from scratch (via Yotpo) and connected it with core automations.
・SMS now drives around $5K per month in incremental revenue, working alongside email to cover more customer touchpoints.
Increased Sending Cadence with Deliverability Work
Cliganic had been sending around 5 generic campaigns per month.
Through segmentation, educational content, and deliverability optimization, we scaled to 15+ targeted campaigns per month.
4. OVERVIEW
Built retention foundation – launched all core flows, added SMS automations, and scaled from 5 generic campaigns/month to 30+ segmented and educational campaigns.
Expanded channels – introduced SMS marketing from scratch and supported multiple new product launches with education-focused lifecycle campaigns.
Delivered impact – over the last 365 days, email alone drove $103,675.53 in attributed revenue (+27.6%).
The Opportunity
BEFORE VEX MEDIA GROUP
Cliganic had built a massive Amazon presence, but their Shopify store was practically dormant. There was no retention structure in place - no flows, no post-purchase education, no upsell or cross-sell strategy.
Customers weren’t being guided, educated, or encouraged to come back for more
Shopify Revenue: Close to $0/month
Abandoned Checkout Revenue: Leaking entirely
Upsells/Cross-sells: None in place
Customer Education: Non-existent
We saw an opportunity to build out core flows, educate customers on how to properly use essential oils, and scale retention through segmentation, SMS, and lifecycle campaigns.
The STRATEGY
Built out all core flows and SMS automations to cover every customer touchpoint.
Scaled from 5 generic campaigns/month to 30+ segmented and education-driven campaigns.
Focused on essential oils education — how to use, when to use, and product benefits.
Supported multiple new product launches with integrated lifecycle campaigns.
Optimized win-back timing with Hiro Analytics and drove retention through education.
The RESULTS
AFTER VEX MEDIA GROUP
Annual Email Revenue: $103K+ (+27.6%
Campaign Revenue: $50K (+57.7%)
Flow Revenue: $53K (+8.3%)
Returning Customer Revenue: $69K (+95.2%)
SMS Revenue (Yotpo): ~$5K per month incremental
RESULTS
Vex Media Group - Helping DTC brands to convert and retain more customers to maximize revenue through Email and SMS Marketing.
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