Better Body Co.: From 10% to 25% Email Revenue Share, Ended 2021 at $100M SGD
3-month consulting program · June 2021 · 3 months
— Verified results
RESULT.01
$100M SGD
Year-end 2021 revenue
RESULT.02
10% → 25%
Email revenue share achieved
RESULT.03
10+ person
In-house team upskilled
RESULT.04
3 months
Consulting engagement length
— The challenge
What Better Body Co. was up against.
Better Body Co. had a 10+ person in-house email team but were generating only around 10% of total revenue from email. The team was capable, but the program had stagnated. They approached Pete with a target: hit 20-25% revenue from email, while operating at roughly $2M/month at the time of engagement. The strategic question wasn't whether to hire an agency to take over, it was how to get the in-house team operating at a higher level without losing institutional knowledge.
— Our approach
How we engaged.
Pete ran a 3-month consulting engagement working alongside the in-house team. The work was structured into three layers. First, an audit of the existing flow architecture identified gaps between what the team was running and what the data justified, particularly around segmentation depth and attribution accuracy. Second, training sessions covered Klaviyo's flow filter logic, the gap between flow and campaign RPR (which their reporting wasn't surfacing), and predictive segmentation. Third, the team implemented a split-testing framework that they could continue running after Pete's engagement ended. The goal throughout was to leave the team better than he found it, not to make them dependent on outside consulting.
— The outcome, unpacked
What Actually Changed
The flow vs. campaign RPR gap, what the in-house team was missing in their reporting, was the lever that moved the most. Once they could see that flows were generating 30x more revenue per recipient than broadcast campaigns (Klaviyo benchmarks at $3.65 RPR vs. $0.11), the team reallocated effort accordingly. Within 60 days, flow contribution was up materially, broadcast volume came down slightly, and total email revenue increased.
Segmentation depth was the second lever. The account had been segmenting by broad lifecycle stages (new, active, lapsed). The audit revealed they were leaving 60-70% of available segmentation surface unused, predictive properties, product-affinity tagging, behavioural cohorts. Each new segment activated drove a measurable RPR lift on the first campaign sent to it.
The third change was attribution accuracy. The team had been reporting against Klaviyo's default 5-day attribution window, which overstated email's contribution. Tightening to 3-day click / 1-day open showed a more honest picture, including the gap that needed closing to genuinely hit 20-25% email revenue share. With accurate baseline data, the team's optimisation work pointed in the right direction.
By end of 2021, Better Body Co. had grown to $100M SGD ($75M USD) in annual revenue, with email and SMS contributing in the target range. The engagement ended with the in-house team running the program independently, the consulting goal achieved.
"Thanks for helping us out with the klaviyo thing... Ended the year 2021 at $100m SGD"
— Better Body Co. operates in the Health & Supplements category
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