Niyama Wellness - Crag Marketing case study

Returning customers went from 49% of orders to 70%

Niyama Wellness sell supplements on Shopify, with years of Klaviyo history behind them, healthy open rates and little happening after a first order. Over 32 months more of the order book became repeat and recurring, on an account already working rather than built from nothing.

+170%

Store revenue per month

Against the monthly rate the business had been running at before we arrived.

49% → 70%

Orders from returning customers

Two years on, most of the order book comes from people who had already bought.

26% → 56%

Orders on subscription

More than half of everything the brand sells now arrives on a recurring order.

Where they started

Niyama sell supplements and wellness products direct to consumers in Canada, on Shopify. The products are consumable, so the economics live or die on whether somebody who buys once comes back, and on how quickly they do it. Acquisition was working. What happened after a first order had mostly been left to look after itself.

They had two and a half years of Klaviyo history behind them when we took the account over. A campaign calendar was going out, and a flow library was live covering welcome, abandoned checkout, browse abandonment, post-purchase, reviews and winback. Nothing was missing. The question nobody had asked was whether any of it was doing anything.

The metric on the dashboard was the one that could not tell the truth. Open rate sat in the mid-forties, comfortably above the benchmarks anyone would check it against, and it had been reassuring people for years. What each subscriber was actually generating had never been looked at.

Nine in ten new customers did not order again inside a month. For a consumable product that window is the one that matters, because somebody who has just finished a tub of something they liked is as close to a second purchase as they will ever be. The median wait ran past two months, with very little reaching those customers while they waited.

Half the order book carried a discount. That held through the year rather than clustering around sale periods. Every one of those orders came out of margin, and the programme had no way of selling at full price to the people most likely to pay it.

Recurring revenue was available and barely sold. Subscribe and save existed on the site and got the occasional mention in an email. Nothing had been built to put it in front of the customers whose order history already looked like a standing order.

45%

Open rate when we arrived

It stayed high for years while what each subscriber generated stayed negligible.

9 in 10

New customers lost within 30 days

Before we arrived, most first-time buyers drifted past the cheapest window to win back.

49%

Orders carrying a discount

Before we arrived, half of all sales came straight out of margin.

26%

Orders on subscription

Three quarters of sales were one-off, with recurring revenue available and barely sold.

What we changed

The first months ran on two tracks at once. The campaign calendar needed rebuilding and so did the flow library, and neither could wait for the other.

On campaigns, volume went up sharply across the first two years while the audience for each send came down. The calendar tripled and the individual customer saw no more email than before, because the extra sends went to tighter segments rather than to the whole list. Each send was also worth more than the sends it replaced, which is the part that decides whether sending more is worth doing at all.

The flow library was rebuilt in parallel, starting with welcome and abandonment. Welcome matters most because it is the only sequence that arrives while somebody is still deciding whether they care about the brand, so we rebuilt it around what each subscriber had actually signed up for rather than a general introduction to the range. Abandonment was rebuilt across cart and checkout, with seasonal variants for the periods that carry the year.

Subscription was pushed much harder than it had been. Subscribe and save went into the post-purchase window and into the campaign calendar, put in front of customers at the point they had just taken delivery and knew whether they wanted more of it.

Underneath all of it, the segments got tighter. Campaigns had been reaching the whole list with the same thing, which meant the customers furthest from a purchase were being spoken to like the ones closest to one. Splitting that apart is what brought the lapsed base back into play.

+44%

Revenue per campaign sent

Across the first two years we tripled the calendar and each send was still worth more.

+256%

Campaign placed-order rate

Far more of the people receiving a campaign went on to buy from it.

+207%

Flow revenue per month

From sequences that keep selling without anyone having to write them again.

+157%

Lapsed customers returning each month

Across 32 months, a segment most brands write off, bought back without new acquisition spend.

Where it landed

Across 32 months the shape of the order book changed, not just the channel. More of it is repeat business, more of it is recurring, and more of it comes in at full price. The business grew well above the monthly rate it had been running at before, while retention carried a steadily larger share of it.

+527%

Campaign revenue per month

Several times what the previous programme had been managing month to month.

+282%

Revenue per subscriber

Every address on the list became worth nearly four times what it had been.

+77%

Repeat purchase inside 30 days

Among customers acquired in our first six months, far more came back in the window that pays.

63 → 42 days

Median wait for a second order

Across the full 32 months the second purchase lands three weeks sooner, which is working capital.

51% → 60%

Full-price share of orders

Across 32 months, growth that did not come from discounting and survives a margin review.

−34% and −41%

Unsubscribe and bounce rates

Over the first two years, sending far more while losing fewer people from the list.

We Will Run This On Your Account

Not a benchmark report. Your own history: what your email actually earned against what the rest of the business did over the same period, how long your customers take to come back, and where the programme is underperforming its own past. The findings are yours to keep either way.

Book Your Ascent Call →