Innerbloom

Client Overview

Innerbloom is a New Zealand-based functional beverage brand on a mission to help people get more out of their day. Their range of ready-to-drink cold brews and coffee creamers is designed to support energy, focus, and wellbeing using ingredients like L-theanine, maca, protein, and MCTs. With strong visual branding and a clearly defined purpose, Innerbloom has quickly positioned itself as a challenger brand in the health and wellness space.

By early 2024, the brand had built a solid Shopify store and a growing retail presence. However, their email marketing was falling short of its potential.

The Problem

Despite having a great product and a loyal customer base, Innerbloom's Klaviyo account was underperforming. Some of the issues identified included:

• A welcome flow with low engagement and limited revenue generation
• Abandoned cart and checkout flows that lacked urgency, clarity, and personalisation
• No post-purchase experience to encourage repeat buying or gather reviews
• A lack of segmentation, meaning all subscribers were treated the same
• Basic template designs that didn’t reflect the premium feel of the brand
• An unsubscribe rate consistently over the industry benchmark

The email system wasn’t aligned with the quality of the product, nor was it contributing meaningfully to revenue or customer loyalty.

The Mission

Innerbloom wanted to turn email into a high-performing, high-converting channel that matched their brand's standard and supported long-term growth. The brief was to:

• Audit the current setup
• Rebuild flows from scratch
• Improve segmentation and list growth
• Build a consistent and engaging campaign calendar
• Deliver measurable improvements in revenue and customer retention

What We Did

1. Full Audit of Klaviyo Account

We reviewed every live automation, campaign, form, and segment. Using Klaviyo data and industry benchmarks, we identified what needed to be removed, rebuilt, or added.

Key findings included:

• The existing welcome flow was underperforming in both engagement and revenue
• Abandoned cart and checkout flows were live but lacked best-practice content
• There were no flows for post-purchase, winback, or browse abandonment
• List growth was steady but not targeted or segmented at the source

2. Redesigned the Pop-Up

We replaced the existing generic pop-up with a high-converting design that included:

• A clear headline and mystery incentive
• A short quiz to segment subscribers by interest
• Visual styling to match the Innerbloom brand
• Mobile-first optimisation

This improved both the quality and quantity of new subscribers.

3. Built a New Welcome Flow

The welcome journey was rebuilt from the ground up. The new flow included:

• A clean and confident introduction to the brand and its purpose
• A personalised offer tied to the answers provided in the pop-up quiz
• A surprise gift to be added to the customer’s first order
• Clear product education and social proof
• CTAs that guided new subscribers toward a first purchase

Pop-up submit rate went from ~6% to >10%

Attributed revenue increased 193% after implementing the welcome flow, and online revenue increased 109% month on month.

4. Introduced Missing Flows

We created the following automated flows that were previously missing:

• Browse Abandonment: To retarget high-intent visitors
• Post-Purchase: To improve retention and increase repeat purchases
• Winback: For re-engaging lapsed customers in a non-intrusive way
• Re-engagement: To improve list quality and deliverability by cleaning disengaged profiles

These automations helped create a more complete and conversion-focused email ecosystem.

5. Improved Campaign Frequency and Strategy

We introduced a structured campaign calendar with two to three sends per week. These included:

• Functional benefit spotlights
• Customer testimonials
• Limited-time offers
• Founder notes and seasonal campaigns

All campaigns were segmented by engagement level and subscriber interest, ensuring higher relevance and stronger engagement.

The Outcome

With a new pop-up, fully rebuilt flows, and a consistent campaign rhythm, email became one of Innerbloom’s highest-performing channels, driving 46.09% of all online revenue.

The result was a system that delivered real value at every stage of the customer journey, from first visit to subscription buyers.

What the Founder (Ollie) Said

"We’re seeing really solid results across the board now. Flows are converting well, the list is growing with the right people, and the campaigns are starting to generate consistent revenue. The new welcome flow alone has made a noticeable difference."

— Ollie, Founder of Innerbloom

Want Results Like These?

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P.S. If you're running paid ads, you're silly not to convert more of that traffic into subscribers to re-target them for free instead of constantly paying Google, Meta and TikTok