how we helped a sexual wellness brand for women grow campaign revenue 24x, three times faster than the store
NUMY makes Bold, a wellness device for stress relief and pelvic health, for women who have already tried meditation apps and supplements without lasting relief. It sells across the Netherlands, France, Germany and Spain.
Before we started in 2026, campaigns brought in about a fifth of NUMY's email revenue. The store was about to grow very fast, and it needed emails that could talk about a private subject with care to a list that kept getting bigger.
when your product touches a subject most women never talk about, every email has to make it feel normal
The NUMY customer is a woman in her 40s, 50s or 60s who is stressed and sleeping badly, and has heard "just relax" too many times. Most have never bought anything like Bold before, and many feel unsure about doing it now.
So we write like a trusted friend. The emails start with how she feels, then explain the science behind the relief in plain words. Wellness comes first and the product follows.
a campaign calendar that taught first, then sold.
Most of NUMY's campaign emails answer a belief that stops women from buying, like why Kegels don't always help or why meditation didn't work for her.
Those emails earned their place. "Kegels aren't always the answer" was one of the biggest sends of the season with no sale behind it, and "Meditation didn't work, but here's what does" was opened by 40.9% of the people who got it. When the sales came, they landed too: "Your Prime discount just dropped" was the biggest send of all.
campaign revenue grew 24 times, three times faster than the store.
As the list grew, so did the campaigns. Our biggest sends now reach about 25 times as many people as NUMY's biggest sends before we started, and campaigns went from about a fifth of email revenue to about 2 fifths.
The store grew about 8 times across those two windows. Campaign revenue grew about 24 times, three times faster.
email grew from 11% to 17.5% of store revenue.
In the 3 months before we started, email made 11% of NUMY's store revenue. In our latest 3 months, it made 17.5% of a store about 8 times bigger.
The automated emails grew 9.2 times. Together with the campaigns, that took email's share up by more than half.
Industry guide
Retention for Products Customers Buy Once
How to run email retention for durable products like bags, furniture and tools: first-order flows, accessories, second categories, referrals, care and upgrades.
Read the guide
faqs.
Some questions we get often.
We help eCommerce brands grow repeat revenue. That means building out your full retention strategy - email, SMS, WhatsApp, and more - so you can convert more customers, increase LTV, and reduce reliance on paid ads.
Not even close. We’re a full CRM and retention partner. Email is the foundation, but we also optimize your tech stack, fix broken data flows, scale SMS, improve tracking, and design customer journeys across every touchpoint.
We don’t do templates or “30% email revenue” vanity metrics. Every strategy is built from scratch based on your business model, goals, margins, and customer behavior. And everything is done in-house - no juniors, no outsourcing.
You work directly with senior strategists who have built and scaled brands - not junior account managers. From strategy to execution, we stay hands-on.
We're a Klaviyo-certified email marketing agency - we build everything natively in the platform, though we're no strangers to the wider CRM ecosystem when the brief calls for it.
If you’re a DTC brand doing over $2M/year and care about retention, LTV, and owned growth - you’re in the right place. Especially if you’re tired of generic playbooks and want a partner who actually gets under the hood.
Absolutely! Our free audit reveals exactly where your setup has gaps, and what we’d do to fix it. There’s no pressure to work together right away. You’re welcome to take the insights and run with them. When you're ready to work together, we’ll be here.
ready to get started?
Get your custom email marketing audit and see exactly where you’re leaving money on the table.
