34% more campaign revenue: How advanced segmentation helped a wellness brand scale into new markets

Why BN Healthy required a more scalable email program

The wellness market is highly competitive, with brands competing for attention in crowded inboxes and among increasingly selective audiences. Building trust matters, but so does staying relevant as customer expectations and product interests evolve.

For brands entering new markets, growth can bring a wider mix of customers, different buying behaviors, and varying levels of brand awareness. BN Healthy faced a similar challenge as it prepared to expand. Its existing email setup had supported the business so far, but the next stage of growth called for a program that could handle greater audience complexity without relying on broad messaging, one-size-fits-all messaging.

The opportunity was to build an email marketing strategy that could support expansion while keeping communication relevant, consistent, and manageable as the customer base grew.

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Where the existing email program was falling short

Before partnering with Growth Gurus, BN Healthy’s email strategy relied on broad segmentation and manual processes that limited how effectively the brand could reach different customer groups.

The main gaps included:

• Limited segmentation, with most customers receiving the same broad messaging
• Automations that hadn’t been updated to reflect current customer behavior
• Manual processes that slowed down campaign execution
• Difficulty maintaining personalized communication as the customer base grew

How we used data to identify growth opportunities

Before rebuilding the email program, we reviewed BN Healthy's customer data, existing segments, and automation performance to understand where engagement was falling short. We looked at how different customer groups moved through the buying journey and identified where the messaging wasn’t matching customer intent.

This analysis gave us a clear picture of where advanced segmentation and automation could have the greatest impact, and it helped shape the strategy that followed.

The strategy for a more connected email program

Advanced segmentation across the customer journey

We rebuilt BN Healthy's segmentation strategy around customer behavior, purchase history, and stage in the buying journey, moving away from broad, one-size-fits-all groupings. This allowed us to create more personalized customer journeys, from new subscribers to repeat customers, with messaging that better reflected where each group was in its relationship with the brand. 

Turning segments into automated journeys

With sharper segments in place, we redesigned BN Healthy’s core automations to better reflect customer behavior and strengthen engagement at key points in the buying journey. This helped connect the customer segmentation strategy with the automated experience customers received.

Streamlining processes for scale

Once the segmentation and automation structure was in place, the next priority was creating a workflow that could support continued growth without becoming harder to manage. We streamlined campaign creation and automation management to make day-to-day execution more efficient.

The results behind a 34% revenue increase

A more personalized approach to email marketing contributed to measurable improvements across BN Healthy’s email program:

• 10% improvement in click rate within 30 days, as more relevant messaging encouraged stronger engagement from targeted customer groups
• 30% reduction in bounce rate within 30 days, helping improve overall deliverability and campaign efficiency
• Stronger engagement across key automated customer journeys, as messaging became more closely aligned with different stages of the customer journey
• A more scalable email marketing foundation, making increasingly complex customer journeys easier to manage as the program grew

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What this means for your wellness brand

If your wellness brand is preparing to enter new markets, consider whether your current email setup can handle the added complexity that comes with growth. BN Healthy’s experience shows why email needs to stay closely connected to the wider marketing strategy as your brand reaches new customers and audiences.

As an e-commerce retention marketing agency, Growth Gurus helps wellness brands strengthen their email strategies for the next stage of growth. Contact us to discuss where advanced segmentation and automation could support your plans.