How Naturale Bio Grew Email Revenue 33.5× 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 33.5× 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’s the LTV math the entire wellness category runs on.
But Naturale Bio’s email program was generating under 1% of store revenue. 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 hadn’t hit peak, and Klaviyo’s deliverability score was nowhere near where it needed to be. Even if the campaigns were good, half of them weren’t 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 simultaneously.
- 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 “20% off everything” sender. That’s 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 who’d been 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
- 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.
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 specifically designed to reinforce Naturale Bio’s ritual-first positioning from the first email, so subscribers entering the funnel during the rebuild weren’t 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. Two reasons:
- Plain-text sends minimise spam filter risk, which is exactly what a brand rebuilding domain reputation needs
- 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 wasn’t just deliverability hygiene. It was generating revenue while it was rebuilding the channel.
4. Build the lifecycle infrastructure for what comes after month one
While the warm-up campaigns were running, the lifecycle infrastructure was being launched in parallel inside Klaviyo:
- Welcome
- Post-Purchase
- Abandoned Checkout
- Abandoned Cart
- Abandoned Browse
- Abandoned Site
Disciplined weekly sends to engaged segments continued through December, with the engaged audience expanded methodically over time (30 days, then 60 days, then 90 days).
That sequencing is what turns a 30-day sprint into a foundation. The 33.5× 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 | +33.5× in 30 days |
| Flow revenue share | Baseline | 10.1% of store revenue (+30×) |
| Campaign revenue share | Baseline | 4.8% of store revenue (+44×) |
| 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 10× higher than the channel’s entire pre-Chronos contribution.
Total store revenue grew 91.28% month over month across the project window. Email isn’t 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 simultaneously is the kind of infrastructure work that compounds for the next 12 months, not just the next 30 days.
Summary
Naturale Bio came to Chronos in October 2025 with an email channel generating under 1% of store revenue.
Deliverability was broken. Domain reputation hadn’t hit peak. 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. Plain-text educational sends to generate clean engagement signals while the lifecycle infrastructure launched in parallel.
The result was +33.5× 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.
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.
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The Results
38%
Email revenue growth in 30 days
14.9%
of store revenue came from email
+44×
campaign revenue growth