HOW HEALF 5X’D THEIR EMAIL REVENUE WITH A WORLD-CLASS RETENTION FOUNDATION

We helped Healf increase their email revenue by 5 times while reducing unsubscribe rates by over 40% – all while scaling up to 30+ automation flows and integrating more than 5 new tools. Here’s how we built a retention machine from the ground up.

Client Insights

Healf is a fast-growing health-tech company reimagining the way people engage with wellbeing. With a meticulously curated range of premium products across nutrition, movement, mental wellness, and sleep, Healf empowers individuals to take charge of their health through a holistic lens.

Founded by brothers Max and Lestat after their own personal health transformations, Healf is built on transparency, science-backed recommendations, and a commitment to customer success. 

Their platform features a unique at-home blood testing product, The Healf Zone, as well as collaborations with renowned experts like Jonny Wilkinson and Dr. Tara Swart.

The Challenge

Healf’s audience is broad and diverse, spanning health-curious newcomers to supplement-savvy pros. With over 400,000 contacts and a fast-growing product ecosystem, the risk of over-emailing, flow overlap, and increased unsubscribe rates was overwhelming.

On top of that, the Healf team was integrating multiple new tools like Recharge, Zaymo, Wonderment, Blackcrow, and more. This created a complex and dynamic environment where it was easy for messaging to become cluttered, inconsistent, or irrelevant if not managed carefully.

The core challenge was to build a scalable, intelligent retention setup that personalizes the journey while protecting the inbox.

By the time we partnered in October 2023, Healf was already on a sharp upward trajectory. 

Our job? 

Build a best-in-class retention engine to help scale and support their already impressive growth.

Our process

We started by laying the foundation for a world-class email marketing system, focusing on areas that would move the needle the most.

1. Email Marketing Optimisation Strategy

• Strategic A/B Testing: Identified and improved underperforming emails through systematic testing

• Flow Optimisation: Restructured existing flows to maximise conversion opportunities

• Content Enhancement: Extended key flows with strategic content to recapture lost revenue 

• Advanced Flow Development: Created new sophisticated flows to address gaps in the customer journey

• List Growth Acceleration: More than doubled subscription growth rate through:
  • Optimised pop-up A/B testing
  • Pre-engagement screens capturing zero-party data
  • Secondary exit intent popups targeting hesitant visitors

These improvements created a comprehensive email marketing system that dramatically improved both acquisition and retention metrics.

2. Advanced Tool Integration

To turn Healf’s tech stack into a retention powerhouse, we helped the team maximize their Klaviyo integrations:

• Recharge: Seamless subscription onboarding + churn-prevention flows

• Blackcrow: Advanced tracking tool that helped us capture 50%+ more users through our retargeting flows

• Zaymo: AMP email for in-email product upsells and shoppable experiences for subscription customers

• Wonderment: Custom transactional flows and branded tracking pages driving repeat site traffic

• Relo: Enhanced repeat purchase and subscription experiences through predictive analytics and personalized shopping

These integrations enabled a real-time, seamless user experience to keep Healf actively engaging its customers in real-time, seamless experiences.

3. Unsubscribe Rate Optimization

With new flows and tools constantly being added, one of the biggest risks was that we would overwhelm the customer.

To protect retention and build trust, we implemented a smart unsubscribe reduction strategy that included:

• Unsubscribe Journey Analysis – We identified which emails and flows were most likely to trigger opt-outs.

• Email Prioritisation Logic – We made sure that when flows overlapped, only the highest-performing email reaches the inbox

• Unsubscribe Cost Modelling – We removed emails with high unsubscribe risk and low value.

Dynamic Segmentation – Recency, behaviour, and preference-based segments ensured each user got the right message at the right time 

WHERE TO FROM HERE?

With a powerful retention foundation now in place, our next strategic focus is clear: 

Supercharging Healf’s subscription growth and maximizing LTV from repeat customers.

Subscriptions are one of the most valuable and scalable growth levers in Healf’s business. Not only do they offer predictable revenue, but they also foster long-term brand relationships and customer trust.

Our goal in this next phase is twofold:

1. Grow the active subscriber base through optimized onboarding, smarter replenishment flows, and targeted campaigns

2. Increase subscriber LTV by enhancing the customer experience, reducing churn, and introducing personalized journeys based on behavior, product type, and biomarker insights from the Healf Zone

We’re building subscription flows that go beyond reminders — these are experience-led, insight-driven touchpoints designed to educate, engage, and retain at every step of the journey.

By focusing on subscriptions, we’ll help Healf unlock faster, more profitable growth, fueled by loyal customers who stay longer, spend more, and become true advocates for the brand.

Want to be next?

If you’re sitting on a big list but struggling to turn it into revenue, this is what’s possible with the right retention system. 

Healf’s success wasn’t a fluke. It was a result of a scalable, proven strategy that we can apply to your brand too.

Let’s book a 30-minute Socratic interview to uncover how much revenue you’re leaving on the table — and what to do about it.