How Naturale Bio Grew Email Revenue 33.5x in 30 Days
+33.5×
email revenue growth in 30 days
14.9%
of store revenue came from email
+44×
campaign revenue growth
The Story
Naturale Bio is a premium organic superfoods brand selling ceremonial matcha, spirulina, moringa, maca, and a full range of superfood powders across five European markets.
The brand has built a loyal community of health-conscious customers who treat wellness as a daily ritual rather than a quick fix.
When Naturale Bio came to Chronos in October 2025, the email channel was generating less than 1% of total store revenue. By the end of November, that number had moved to 14.9%, a 33.5x lift in 30 days.
All of this happened while the team was simultaneously launching a full Black Friday campaign across all five markets.
The Problem
Superfoods is a replenishment category. Customers who find a matcha or spirulina they love come back every 4 to 8 weeks for the same product, often the same SKU, often the same flavour.
That is the LTV math the entire wellness category runs on. But Naturale Bio’s email program was generating under 1% of store revenue, so the replenishment loop the brand depended on was effectively broken at the channel level.
Three structural problems stacked on top of each other:
- Deliverability was in the poor range. The brand’s domain reputation had not hit peak, and Klaviyo’s deliverability score was nowhere near where it needed to be. Even if the campaigns were good, half of them were not reaching the inbox.
- Five European markets meant five language streams, five deliverability environments, and five separate sender reputations to rebuild. Most brands fixing deliverability are doing it for one domain. Naturale Bio’s lifecycle infrastructure had to hold across all five at once.
- Wellness positioning resists pure discount blasts. The community responds to ritual, education, and consistency, so any reactivation play had to lift engagement without turning the brand into a typical discount sender. That is a harder lift, especially in October leading into BFCM.
On top of all of that, the project window was 30 days. The work had to ship before Black Friday, not after.
The Goal
- Move email from under 1% of store revenue to a meaningful share within the first month
- Rebuild domain reputation and deliverability infrastructure across all five markets
- Launch BFCM in the same window without burning the sender reputation we were trying to fix
- Set up the lifecycle foundation (welcome, post-purchase, abandonment flows) to carry the channel beyond month one
The Strategy
1. Warm-up against the smallest, highest-intent segments first
We started by isolating the two segments most likely to engage cleanly: subscribers active in the last 7 to 15 days, and Klaviyo’s predictive Most Likely to Purchase cohort.
Across this group we shipped three plain-text educational emails before BFCM, each aligned to Naturale Bio’s wellness positioning instead of promotional framing.
Two things were happening at once. The brand was rebuilding deliverability by sending only to engaged subscribers who would open and click, and the audience was being primed for BFCM offers through education first, so the eventual promotional sends landed against an already-warm list.
This is the move most brands skip when deliverability is broken. They reach for the full list and a discount, and they make the problem worse.
2. Rebuild the front door
The pop-up and welcome flow were both rebuilt from scratch to bring in net-new, high-quality subscribers who would convert cleanly into the lifecycle program.
The welcome flow was designed to reinforce Naturale Bio’s ritual-first positioning from the first email, so subscribers entering the funnel during the rebuild were not being trained to expect promotional blasts. They were being trained to expect a wellness program.
That kept the audience composition right for the long-term LTV math, even while short-term campaign work was driving the headline revenue numbers.
3. Use plain text as a deliverability lever
Plain-text format was chosen deliberately across the warm-up phase. Plain-text sends minimise spam filter risk, which is exactly what a brand rebuilding domain reputation needs, and the format generates cleaner engagement signals because subscribers read and click on content, not images.
Subtle conversion incentives were embedded in each send, so the warm-up phase was not just deliverability hygiene. It was generating revenue while it rebuilt the channel.
4. Build the lifecycle infrastructure for what comes after month one
While the warm-up campaigns were running, the lifecycle infrastructure was launched in parallel inside Klaviyo: Welcome, Post-Purchase, Abandoned Checkout, Abandoned Cart, Abandoned Browse, and Abandoned Site.
Disciplined weekly sends to engaged segments continued through December, with the engaged audience expanded methodically over time, from 30 days to 60 days to 90 days.
That sequencing is what turns a 30-day sprint into a foundation. The 33.5x lift in month one matters because the infrastructure underneath it keeps compounding.
The Results
Channel performance
| Metric | Before Chronos | After Month 1 |
|---|---|---|
| Email revenue share | < 1% of store revenue | 14.9% of store revenue |
| Email revenue growth | Baseline | +33.5x in 30 days |
| Flow revenue share | Baseline | 10.1% of store revenue (+30x) |
| Campaign revenue share | Baseline | 4.8% of store revenue (+44x) |
| Total store revenue | Baseline | +91.28% MoM |
Email moved from under 1% of store revenue to 14.9% in 30 days. Flows alone now generate 10.1% of store revenue, more than 10x higher than the channel’s entire pre-Chronos contribution.
Total store revenue grew 91.28% month over month across the project window. Email is not the only contributor to that lift, but rebuilding the channel from under 1% to nearly 15% is doing real work inside it.
Deliverability and engagement
| Metric | Before Chronos | After Month 1 |
|---|---|---|
| Domain reputation | Not at peak | All-time high |
| Klaviyo deliverability score | Poor range | +89% improvement |
| Open rate | Below industry average | 268% above industry average |
| Click rate | Below industry average | 135% above industry average |
| Bounce rate | High | -96.2% |
The deliverability turnaround is the foundation under everything else. Bringing the Klaviyo score up 89% while moving open rate to 268% above industry average across five markets at once is the kind of infrastructure work that compounds for the next 12 months, not just the next 30 days.
Deliverability and engagement
| Metric | Status as of February 2026 |
|---|---|
| Domain reputation | Held at all-time high continuously since November |
| Klaviyo deliverability score | Reached 72, an 89% improvement from the starting point |
| Open and engagement rates | Above industry average every month since launch |
| Email revenue contribution | Held as a material channel, no regression |
The 30-day numbers prove the rebuild worked. The four months since prove it holds.
Domain reputation has not dipped from its high since November, and the Klaviyo score has climbed to 72. That is the difference between a one-time spike and infrastructure that compounds.
Summary
Naturale Bio came to Chronos in October 2025 with an email channel generating under 1% of store revenue.
Deliverability was broken. Domain reputation had not hit peak, and Klaviyo’s score sat in the poor range.
And the brand still needed to execute BFCM across five European markets in 30 days.
The build was structural. Warm-up against the highest-intent segments first to rebuild deliverability without burning the list, then plain-text educational sends to generate clean engagement signals while the lifecycle infrastructure launched in parallel.
The result was 33.5x email revenue growth in 30 days, 14.9% of total store revenue coming from email, and a Klaviyo deliverability score 89% higher than where it started. Four months on, none of it has regressed.
Programs that look this dramatic from the outside usually depend on one thing: starting with the engaged audience, earning the inbox back first, then layering the lifecycle infrastructure once the channel is structurally healthy. Not blasting the list and hoping.
Why It Worked
- We earned the inbox before we asked for the sale. The warm-up sent only to recently engaged subscribers, which rebuilt sender reputation instead of straining it. Every clean open told the inbox providers these emails belonged.
- We used plain text as infrastructure, not a style choice. No images meant lower spam risk and cleaner engagement signals, exactly what a brand in the poor range needs. The format did deliverability work while still carrying an offer.
- We educated before we promoted. Ritual and ingredient content primed the list so the BFCM sends landed against a warm audience. Wellness buyers reward consistency, and the sequencing respected that.
- We held the line across five markets at once. The same engagement-first discipline ran in every locale rather than collapsing into one generic stream. Five sender reputations recovered together.
- We built the lifecycle while the campaigns ran. Welcome, post-purchase, and abandonment flows launched in parallel with the warm-up. The 30-day number sits on top of infrastructure built to carry the channel well past it.
FAQ
Q1. A 33.5x lift in 30 days sounds too fast to be real. What actually drove it?
The starting point was under 1% of store revenue, so the multiple looks dramatic mostly because the base was so low. The real work was deliverability: the emails existed, they just were not reaching the inbox.
Once domain reputation recovered and sends started landing, a channel that was already built started performing. The February numbers matter more than the 30-day ones, because they show the recovery held rather than spiked.
Q2. Can a deliverability rebuild actually hold across five separate markets?
Five markets means five language streams and five sender reputations to rebuild at once, which is harder than fixing one domain. The way through was the same discipline applied everywhere: send only to recently engaged subscribers first, earn the inbox back, then expand.
As of February 2026, reputation has held at its high across all five continuously since November.
Q3. Doesn't cutting back to only engaged subscribers shrink revenue while you rebuild?
It feels backwards, but sending to your full list when deliverability is broken is what keeps it broken. Mailing only engaged subscribers rebuilds the sender reputation that gets every future send into the inbox.
The warm-up sends still carried subtle offers, so the phase generated revenue while it repaired the channel rather than pausing it.
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The Results
+30×
flow revenue growth in 30 days
+91.28%
total store revenue growth MoM
268%
open rate above industry average