“Set-and-Scale” Build: How a CBD Brand Went 0 → 28% Email Revenue in Under 6M

The Background

A rapidly growing CBD company specializing in CBD-infused wellness products approached Kadima to improve customer retention and increase revenue through automation.

Operating in a competitive, compliance-sensitive market, the brand relied heavily on one-time purchases and lacked a systematic way to nurture, retain, or re-engage customers.

The client’s goal was clear:

• Establish automated email systems that generate consistent, repeatable revenue.
• Maximize lifecycle value through customer segmentation and behavior-led messaging.

At the time of engagement, the company had zero revenue attributed to email automation — representing a major untapped growth opportunity.

The Challenge

“No Automation, No Retention System”

While the brand had a healthy acquisition funnel, there was no structured post-purchase or re-engagement system in place.

Key issues identified included:

• Lack of segmentation or customer journey personalization.
• No automation flows for cart recovery, winbacks, or replenishment.
• Low repeat-purchase rate due to the absence of nurturing campaigns.
• Overreliance on paid channels for revenue generation.

The company needed a full-funnel email automation system capable of operating independently and driving consistent sales with minimal manual intervention.

The Solution

“Lifecycle-Centric, Data-Driven, and Automated”

Kadima designed and implemented a complete email automation ecosystem built on audience segmentation, behavioral triggers, and personalized content.

1. Customer Segmentation

• Analyzed existing customer and subscriber data.
• Segmented the database into key lifecycle groups based on purchase history, engagement level, and demographics.
• Created tailored message frameworks for each group to ensure relevancy and higher engagement.

2. Email Automation Flows

Implemented a full suite of behavioral and lifecycle automation flows, each containing a minimum of two emails per sequence:

• Abandoned Cart Flow: Reminded users of incomplete purchases, offering time-sensitive incentives.
• Welcome Flow: Introduced new subscribers to the brand, shared key benefits, and provided first-order discounts.
• VIP Flow: Rewarded loyal customers with exclusive perks, early access, and personalized offers.
• Winback Flow: Targeted inactive customers with re-engagement offers and tailored content.
• Replenishment Flow: Sent timely reminders to repurchase consumable CBD products, ensuring continuity and customer retention.

3. Continuous Optimization

• Conducted A/B testing on subject lines, CTA placement, and incentive structure.
• Monitored performance weekly to refine send timing and content sequencing.
• Ensured brand compliance with CBD industry regulations in all email communications.

The Transformation

Before-and-After Data Summary

KPI	Before (Pre-Implementation)	After (6 Months)	% Change
Email Automation Revenue	$0	28% of total revenue	+28%
Active Automation Flows	0	5	+100%
Automated Email Engagement Rate	—	36% avg open rate	—
Repeat Purchase Rate	Baseline	+17%	+17%

Interpretation:

Within six months, the email automation system accounted for 28% of total company revenue, establishing a reliable, automated revenue stream and improving customer retention metrics across all segments.

The Result

“Progress Proven by Data”

• 28% of total revenue now attributed to automated email flows.
• Improved repeat-purchase rate by 17% through replenishment and winback sequences.
• Achieved average open rates above 35% across automation series.
• Established a scalable, data-led CRM foundation for future personalization and upsell initiatives.

All metrics were verified through Klaviyo analytics and Shopify sales data, confirming consistent, measurable growth driven by automation.

Kadima’s Role

“Strategic Automation, Measurable Growth”

Kadima designed and implemented the end-to-end email automation framework, including:

• Segmentation modeling and CRM strategy.
• Creative and technical setup of automation flows.
• A/B testing and performance optimization.
• Compliance assurance and continuous campaign management.

All improvements were validated through revenue tracking, confirming that lifecycle automation directly contributed to sustained, recurring sales.

Key Takeaway

Lifecycle-driven email automation can transform one-time buyers into loyal customers, proving that segmentation, personalization, and data-led flows generate revenue on autopilot.