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 protein coffees and coffee creamers is designed to support energy, focus, and wellbeing using ingredients like L‑theanine, maca, protein, creatine, and MCTs. With strong visual branding and a clearly defined purpose, Innerbloom has positioned itself as a challenger brand in the health and wellness space.

When we began working together in February 2025, Innerbloom had already built a solid Shopify store and was expanding its retail footprint. The opportunity was about ensuring email marketing matched the quality of the product and could scale alongside the brand’s next phase of growth.

The Problem

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

• A welcome flow with low engagement and limited impact
• Abandoned cart and checkout flows that lacked urgency, clarity, and personalisation
• No post‑purchase experience to encourage repeat buying or gather reviews + a subscription model was introduced half way through the year
• A lack of segmentation, meaning all subscribers were treated the same
• Basic template designs that didn’t reflect the premium feel of the brand
• List quality and segmentation weren’t strong enough to support long-term retention

The email system wasn’t aligned with the quality of the product, nor was it supporting long‑term customer loyalty.

The Mission

Innerbloom wanted to turn email into a high‑performing channel that matched their brand standard and could scale alongside the business. The brief was to:

• Audit the current setup
• Rebuild flows from scratch
• Improve segmentation and list growth
• Introduce a consistent, engaging campaign calendar
• Deliver measurable improvements across conversion and retention

What We Did

1. Full Audit of Klaviyo Account

We reviewed every live automation, campaigns, forms, and segmentation. Using Innerbloom's goals, 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 conversion
• Abandoned cart and checkout flows were live but lacked best‑practice structure
• There were no post‑purchase, winback, or browse abandonment or sunset flows
• List growth was steady, but not segmented at the source

2. Redesigned the Pop-Up

We replaced the generic pop‑up with a higher‑converting, on‑brand experience that included:

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

The redesigned pop‑up converted at 9.6% for high‑intent, two‑step sign‑ups, with exit‑intent captures converting at 6.1%, significantly improving both the quality and volume of new subscribers entering the list.

3. Built a New Welcome Flow

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

• A clean, confident introduction to the brand and its purpose
• A personalised offer tied to quiz responses
• Clear product education and social proof
• CTAs guiding subscribers toward a first purchase

As a result:

• Across the 12‑month period (Feb 12, 2025 – Feb 12, 2026), the welcome flow email variants delivered 7.4%–13.1% click rates and a 7.4%–12.1% placed order rate across four paths.
• In the first month following implementation (Feb 12 – Mar 12, 2025), Klaviyo‑attributed revenue increased 193% month‑on‑month vs Jan 12 – Feb 12, 2025, alongside a 109% increase in total revenue over the same period.

4. Introduced Missing Flows

We created the automated flows that were previously missing:

• Browse Abandonment to re‑engage high‑intent visitors
• Post‑Purchase flows to drive retention and repeat purchases.
  
  • Since starting with Innerbloom they introduced a subscription model. Getting more customers on subscription has been a big priority as of late.
• Winback flows to re‑engage lapsed customers in a non‑intrusive way
• Re‑engagement flows to maintain list quality and deliverability

These additions brought everything together into a complete, conversion‑focused email system, rather than a set of disconnected emails.

5. Improved Campaign Frequency and Strategy

We introduced a structured campaign calendar with two to three sends per week, including:

• Functional benefit spotlights
• Customer testimonials and social proof
• Limited‑time offers
• Founder notes and seasonal campaigns

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

The Outcome

With a new pop‑up, fully rebuilt flows, and a consistent campaign rhythm, email evolved from an underperforming channel into a reliable, scalable growth channel.

Flow conversion rate vs industry benchmarks:

• All flows: 2.93% vs 1.62% benchmark
• Welcome flow: 4.1% vs 1.87% benchmark
• Abandoned checkout: 4.1% vs 2.77% benchmark

• The active email subscriber list grew from 562 to 9,043 – an increase of more than 10×
• Automated flows formed the foundation of email performance across the year.
• Campaigns layered in consistent results during launches, promotions, and key moments
• Email supported the customer journey from first visit through to repeat and subscription buyers

The result was a system built not just for short‑term wins, but for sustainable growth.

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?

If your product is great but your email setup isn’t pulling its weight, get in touch. We build email systems that convert, retain, and scale as your business grows.

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