803% revenue growth: How we scaled a wellness brand with stigma-free lifecycle retention marketing

How Growth Gurus helped Happy V unlock long-term growth

For wellness brands, earning customer trust is a big part of the growth journey. That was certainly the case for Happy V, a direct-to-consumer brand focused on women's vaginal health, where education and open conversations help customers feel confident in their purchasing decisions.

As Happy V continued to grow, their team partnered with Growth Gurus to help strengthen retention, personalize the customer experience, and create more meaningful customer journeys. Through a combination of educational content, automation, and loyalty initiatives, we helped drive 803% growth in annual campaign revenue, a 230% increase in flow revenue, and 1,400% email list growth over 18 months.

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The key challenges facing Happy V 

Many consumers are unfamiliar with vaginal wellness supplements or may feel hesitant discussing the topic. As a result, simply promoting products was not enough; the brand needed a way to provide useful information while building trust and confidence with potential buyers.

At the time, Happy V only had a small number of automations running in Klaviyo. While these flows generated some revenue, there was significant untapped potential within the customer journey.

To achieve these goals, we developed a strategy centered around customer lifecycle marketing and personalized communication.

Starting with the right foundation

Before any brand can scale its marketing, the foundations need to be in place. For Happy V, that meant building the right email flows to create stronger customer connections from the start. Using Klaviyo email marketing, Growth Gurus set up a welcome series and a browse abandonment flow to re-engage visitors who explored the site but left without purchasing. These essential automations became the foundation of a stronger customer retention strategy. 

Once those flows were live and generating customer data, we used those insights to build something more sophisticated. We developed individualized automated journeys for each Happy V product, tailoring messages to where each customer was in their relationship with the brand. A first-time visitor received a different experience from a returning buyer, and that intentional difference made a measurable impact.

Building the subscriber list from the ground up

As Happy V's presence on TikTok continued to grow, so did the opportunity to capture and nurture new customers. To maximize that traffic, Growth Gurus expanded the brand's use of Justuno-powered pop-ups, tailoring them based on visitor behavior rather than relying on generic signup forms.

The approach delivered impressive results: over 18 months, Happy V's email list grew by 1,400%, creating a larger audience for personalized campaigns, educational content, and retention initiatives. This rapid subscriber growth became a key driver of the brand's long-term revenue strategy.

Building loyalty that drives repeat revenue

With subscriber growth accelerating, the next focus was on strengthening customer loyalty and increasing average order value. To achieve this, Growth Gurus launched the Happy VIP Loyalty Program through Yotpo, rewarding customers for purchases, product reviews, social engagement, and even celebrating birthdays with the brand.

Customers could redeem points for discounts and products, creating additional incentives to stay engaged. Rather than treating loyalty as a standalone initiative, Growth Gurus integrated the program across email flows, campaigns, and promotional events, ensuring it remained visible throughout the customer journey.

The impact was significant:

• The loyalty program increased revenue per customer by 26%.
• Recurring sales grew by 19%.
• Average recurring order value increased by 7%.
• Subscription length rose by 65%.

By embedding loyalty into every stage of the customer experience, we were able to strengthen Happy V’s retention while driving significant long-term revenue growth. 

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Using customer insights to drive personalization

To better understand its customers and create more relevant experiences, Happy V partnered with Growth Gurus to launch the "What's Your Why?" survey through Okendo. The survey asked customers why they started taking Happy V supplements, providing valuable insights into their goals and motivations.

Using this data, Growth Gurus built personalized email flows and campaigns that delivered tailored product recommendations, educational content, and wellness tips based on each customer's responses. By making communications more relevant and meaningful, we strengthened Happy V’s customer engagement and encouraged long-term loyalty.

Driving revenue through smarter campaign marketing

With the foundations in place, Growth Gurus focused on maximizing revenue through a strategic campaign calendar aligned with Happy V's brand voice and customer needs. Every campaign was designed to support both retention and revenue growth while maintaining the educational, trust-focused approach that resonated with the brand's audience. 

To support higher AOV alongside retention, the team implemented several creative approaches to e-commerce lifecycle marketing:

• Promoting product bundles through visually engaging emails that featured multiple products together
• Upselling and cross-selling within existing customer journeys
• A/B testing messaging throughout to continuously improve conversion rates

The outcome has been an 803% increase in campaign revenue and a 230% increase in flow revenue over our partnership so far. AOV also grew by more than 25% within the first year. These results reflect the outcome of pairing trust-based marketing with strong creative execution and consistent optimization.

Conclusion

Happy V's growth shows what can happen when customer education, personalization, and loyalty work together. By helping customers feel informed and supported throughout their journey, Growth Gurus achieved 803% growth in campaign revenue, a 230% increase in flow revenue, and a significant increase in customer lifetime value.

For brands looking to drive sustainable growth, the takeaway is simple: stronger customer relationships lead to stronger business results. If you're looking to improve retention, increase customer lifetime value, and build more effective customer journeys with an experienced e-commerce marketing agency, book a free discovery call to talk with us about how Growth Gurus can help.