We helped BetterMe build a complete email and SMS system from scratch, then used continuous A/B testing to personalise the experience and drive results.
The outcome? 13x revenue growth vs. the broader business, 400%+ YoY lift in email revenue, and a 72% A/B test win rate across key flows.
FACTS
Client: BetterMe
Industry: Health & Wellness / Fitness / Supplements
ESP: Klaviyo
Focus Areas: Lifecycle Foundations, A/B Testing, Personalization, Retention, Acquisition
RESULTS
- 13x revenue growth vs. total business growth
- 400%+ YoY email revenue growth
- 72% success rate across A/B tests
- Full lifecycle built from scratch (welcome, cart/browse, post-purchase, winback)
- Highly personalized journeys using zero- and first-party data
- Aligned email & SMS strategy improved conversion, CTR, and AOV
Client Insights
BetterMe is a global health and wellness platform known for its inclusive approach to fitness, nutrition, and mental well-being. With millions of users across multiple apps and supplement lines, the brand focuses on personalized progress over one-size-fits-all routines.
BetterMe had big goals and needed a partner who could keep up, build fast, and bring strategic rigor to every stage of the journey.
YOCTO became that partner, embedding into BetterMe’s workflow as an extension of their internal team. Together, we didn’t just launch email and SMS; we built a high-performing, test-and-learn system designed for scale.
The Challenge
When BetterMe came to us, they had a strong product and a fast-growing brand but no real lifecycle marketing in place.
They were missing:
- All core automations (welcome, cart, post-purchase, winback)
- A consistent brand voice across email and SMS
- A system for retention or list growth
- A/B testing or data-driven optimization practices
And like many high-growth DTC brands, they were over-reliant on paid media. Our job? Build their retention engine from the ground up.
Our process
1. Built the Lifecycle Foundation
We launched, refined, and aligned all the key flows across email and SMS:
- SMS automations synced with each stage of the journey
- Welcome
- Cart & Browse Abandonment
- Post-Purchase & Replenishment
- Winback
- Retention & Loyalty
2. Unified Strategy Across Channels
We introduced a shared messaging calendar and made sure every touchpoint, email, or SMS was consistent, clear, and well-timed.
3. Turned Testing Into a Habit
Once the essentials were live, we shifted into full experimentation mode.
We tested:
- Subject lines and send times
- Imagery vs. plain-text layouts
- Offer types: BOGO vs. % off vs. bundles
- Personalization based on product, behavior, and stage
- Loyalty messaging and urgency formats
And most importantly, we let the data lead. Using zero- and first-party data (via popups, email quizzes, and behavior), we built granular segments and highly targeted flows.
The Results
Highlights
400%+ email revenue growth YoY
After building and scaling BetterMe’s lifecycle from scratch, owned channel revenue skyrocketed, growing more than 4x in under 12 months.
72% A/B test success rate
By embedding a continuous testing framework, we launched dozens of experiments with a 72% win rate, boosting CTR, conversions, and AOV with every iteration.
Fully personalized lifecycle launched across email & SMS
From welcome to winback, every journey was rebuilt with zero- and first-party data in mind, delivering content based on real customer goals, behaviors, and product history.
Email became a core revenue driver
What started as a channel with almost no infrastructure became a core revenue driver, thanks to consistent A/B testing, personalized flows, and smart segmentation.
13x growth vs. total business growth
While overall business revenue rose ~30%, email and SMS outpaced that by over 13x, proving the power of retention over pure acquisition.
Seamless SMS integration improved results across the board
With SMS mapped directly to the email cadence, we avoided channel overlap and boosted performance with smart channel prioritization and timing.
WHY IT WORKED
A/B testing wasn’t a side project; it was the strategy
With every campaign and flow, we ran experiments to increase performance. That consistent habit paid off, with over 70% of tests improving key metrics like revenue per recipient, conversion, and click-through rate.
Owned channels pulled ahead of paid
While the business overall grew 30%, email grew 13x faster, proving how much opportunity there was in BetterMe’s existing list.
Personalization became the norm
From cart abandonment to replenishment to winback, every major journey has tailored content based on user intent and behavior.
SMS elevated email performance
With better alignment, SMS became a conversion enhancer rather than a duplicate touchpoint, raising AOV and timing relevance.
KEY TAKEAWAYS
- Build first, test second, but never stop testing.
- Use zero-party data early to fuel segmentation later.
- Pair email and SMS intentionally, not redundantly.
- Let performance dictate design: if plain text converts better, don’t ignore that.
- Great retention work can outgrow acquisition.