Better Body Co.: From 10% to 20-25% Email Revenue Share, Ended 2021 at $100M SGD
3-month consulting program · June 2021 · 3 months
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/ Results at a glance
RESULT.01
10% → 20-25%
Email revenue share, target range reached
RESULT.02
$100M SGD
Total company revenue, 2021
RESULT.03
10+ person
In-house team upskilled
RESULT.04
3 months
Consulting engagement length
Trusted by
800+ brands
01 / 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.
- Brand
- Better Body Co.
- Website
- betterbody.co
- Category
- Health & Supplements
- Region
- Singapore
- Engagement
- 3-month consulting program
- Started
- June 2021
- Length
- 3 months
- Platform
- Klaviyo
02 / What we changed
What we changed.
A 3-month consulting engagement, run alongside the in-house team rather than taking the program over: the work of a Klaviyo consultant for in-house teams, not an agency takeover. The work ran in three layers: an audit of the flow architecture, training sessions, and a split-testing framework the team could keep running after the engagement ended. The goal throughout was to leave the team better than it was found, not dependent on outside consulting.
- 01
Audit the flow architecture
The audit compared what the team was running with what the data justified. The biggest gaps were segmentation depth and attribution accuracy.
- 02
Put flows and campaigns side by side
The team's reporting did not separate flow and campaign revenue per recipient, and that gap turned out to be the lever that moved most. Training covered Klaviyo's flow filter logic and the flow versus campaign RPR gap. Once the team could see it, they moved effort from broadcasts to flows.
- 03
Use the segmentation already available
The account segmented by broad lifecycle stage only: new, active, lapsed. The audit found 60-70% of the available segmentation surface unused, including predictive properties, product-affinity tagging and behavioural cohorts. Training covered predictive segmentation, and each new segment activated drove a measurable RPR lift on the first campaign sent to it.
- 04
Tighten attribution
The team had been reporting against Klaviyo's default 5-day attribution window, which overstated email's contribution. Moving to 3-day click and 1-day open gave a more honest baseline, including the real gap to the 20-25% target, so the optimisation work pointed in the right direction.
- 05
Leave a testing framework behind
The team implemented a split-testing framework it could keep running after the engagement ended, so the gains did not depend on outside help.
03 / Results
What moved.
Within 60 days of the shift to flows, flow contribution was up materially, broadcast volume came down slightly, and total email revenue increased.
By the end of 2021, Better Body Co. had grown to $100M SGD ($75M USD) in annual revenue, with email and SMS contributing in the 20-25% target range.
The engagement ended with the in-house team running the program independently. That was the consulting goal: a stronger team, not a dependent one.
04 / Timeline
How long it took.
-
June 2021
Engagement starts alongside the 10+ person in-house team, beginning with the flow architecture audit. The brand is doing roughly $2M a month.
-
Within 60 days
Effort moves from broadcasts to flows. Within 60 days of the shift, flow contribution is up materially, broadcast volume is down slightly and total email revenue is up.
-
Month 3
Engagement ends. The in-house team runs the program and the split-testing framework on its own.
-
End of 2021
The year closes at $100M SGD ($75M USD) in revenue, with email and SMS in the 20-25% target range.
"Thanks for helping us out with the klaviyo thing... Ended the year 2021 at $100m SGD"
What to take from it
Apply it to your account.
The same method runs on every account we take on as an ecommerce email marketing agency: diagnose first, remove what costs you, then build. Three lessons from the Better Body Co. engagement:
TAKEAWAY.01
Report flows and campaigns separately
A blended email number hides where the money comes from. Revenue per recipient, split by flow and campaign, shows where effort should go.
Klaviyo metrics explained →
TAKEAWAY.02
Tighten attribution before you set a target
Klaviyo's default window can credit email with orders it did not drive. Set an honest baseline first, or the target is fiction.
Email revenue attribution in Klaviyo →
TAKEAWAY.03
Hire for the handoff
A consulting engagement should leave a system the team can run: the audit, the training, the testing framework.
Email marketing consulting →
/ Better Body Co. operates in the Health & Supplements category
See our Health & Supplements email playbookWant results like Better Body Co.?
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Or browse all reports →/ Free Audit
Get your free Klaviyo audit
Drop your store URL and email. We'll review your email program and send a written 90-day revenue roadmap within 24 hours. No obligation.