How Qure More Than Doubled Email and SMS Revenue With One Product
+144.9%
Email & SMS revenue growth
(latest 6 months vs baseline)
+76%
Year-over-year growth in returning customers
30%
Flow revenue percentage (from 22%)
~5.7x
Subscriber list growth across the engagement
Most email marketing agencies never get a second call. Chronos built Qure’s first flows in 2020 and earned the call back in 2023, and what followed is the kind of result that only a long partnership can produce.
The Story
Qure is an at-home skincare-device brand.
The catalog spans Micro-Infusion, an at-home micro-needling system that delivers active serums into the skin; Q-Rejuvalight, an LED light-therapy face mask; Micro-Infusion targeted patches for fine lines and under-eye darkness; supporting serums; the Q-Renew helmet, which uses low-level laser light for thinning hair; and water and shower filtration that protects skin and hair at the source.
The promise is clinic-grade results without the clinic: the same technology, ingredients, and quality as a professional treatment, at a fraction of the cost, in the privacy of home.
The relationship goes back further than most. Qure first worked with Chronos in October 2020, when we built out their initial lifecycle flows from our best-performing playbooks. As the brand grew and began to scale hard, they came back in July 2023 to continue the work from there.
That return is the part most success stories never include, because the agency rarely earns the chance to write it.
By the time we took back over, Micro-Infusion was already the hero product, so the opportunity was never about finding a new one. It was about catching a behavior the brand’s customers were already performing on their own.
They were repurchasing Micro-Infusion on a clock, quietly and predictably, in a device category most brands write off as one-and-done. The work was to build a lifecycle program that met that cycle on purpose instead of leaving it to chance.
The Problem
Micro-Infusion is a consumable. Its buyers come back on a tight, predictable cycle, with median repurchase windows of 60 to 92 days. That made it the front door and the engine of the business at once.
The problem was that the lifecycle program around it was not built to catch the reorder. Revenue was slipping through the gap between the moment a customer was ready to buy again and the moment anything actually reminded them to.
The deeper issue was structural rather than cosmetic. A device brand with a replenishable hero product should compound, where every new buyer becomes a repeat buyer and, eventually, a cross-sell opportunity.
That compounding stalls without three things working together:
- Flows timed to the real repurchase window, not a generic calendar
- Deliverability strong enough that the sends actually land in the inbox
- A list growing fast enough to keep feeding the engine with new buyers
A generic email calendar produces none of it. The compounding only shows up when the program is built around how the brand’s customers actually buy.
The Goal
The goals were never fixed at a single line. As the program delivered, the targets moved up with it, which is the clearest sign of a partnership that kept compounding rather than coasting.
The clearest example is the share of total business coming from email and SMS. It sat at 12.57% in early 2024 and climbed to 14.4% by the end of that year.
These share figures are measured on Northbeam’s 1-day last-click attribution over total monthly store revenue, the same third-party basis behind every revenue figure in this piece. It is a deliberately conservative way to count, which makes the climb from 12.57% to 20.42% a strict reading of the channel’s true revenue contribution.
From there the quarterly bar kept rising: a 17% target for the first quarter of 2025, then a 20% target for the second. By April the program was already running at 20.42%, ahead of the goal it had been set.
12.57% → 20.42% owned-channel share of business. The program cleared the bar faster than the bar could rise.
The same pattern held across the program. SMS subscription targets were raised from quarter to quarter as the list grew, and click-through goals were pushed up alongside them.
Underneath the moving targets sat one constant aim: build a replenishment-led lifecycle program that compounds as acquisition scales, so that every gain becomes the floor for the next one rather than a ceiling.
The quarterly targets the team set and tracked included:
- Email and SMS as a share of total business, raised from 17% toward 20% across consecutive quarters
- Micro-Infusion returning customer rate, with a quarter-over-quarter lift target of 25%
- Q-Rejuvalight returning customer rate, moving from 18% toward 22.5%
- SMS subscription and subscriber click-through, both raised each quarter as the base grew
The Strategy
As a Klaviyo Master Elite Partner, we built the program around one principle: respect the product’s natural repurchase cadence, and time everything to it.
1. Micro-Infusion Replenishment Built on the Brand's Own Cadence
The core of the program was built straight from the repurchase windows in Qure’s own data. Micro-Infusion bundles come back on a median cycle of 60 to 92 days, and the strongest path of all is a 3-month bundle moving up to a 6-month bundle, repurchasing right around the 90-day mark.
median window
across the flows
So we set the reorder triggers to land inside that window, roughly 26 to 99 days after purchase, across a set of live Klaviyo flows: new-customer acquisition for Micro-Infusion on both email and SMS, site recovery, and checkout recovery.
Each one is timed to reach the customer at the moment they are ready to reorder, not on a fixed calendar that ignores how the product is actually used.
2. The Bounce-Back Flow
Some of the strongest intent a customer ever shows comes in the first 24 to 48 hours after they buy, and most brands let it pass because they are afraid of being annoying. That hesitation leaves free incremental revenue on the table.
About an hour after the order, a second-purchase offer goes out while the brand is still fresh in mind and the buying decision still feels good.
We tested the offer two ways, a higher discount against a lower one, and the lower 25% offer paired with a dynamic product block came out ahead: it held conversion and protected margin better than the deeper discount, so it became the live version of the flow. It turns a single order into the first step of a repurchase habit, with very little standing in the way.
3. AI Product Blocks and Deliverability Testing
We tested a Klaviyo AI product block against a static HTML block, and the AI version won, so it now drives the product recommendations a customer sees. On its own, that change went on to drive six figures in attributed revenue over its first three months.
On deliverability, we ran a structured testing program around inbox placement. Across 17 tests, the inbox-optimized approach won 9 to 8, and when it won it won bigger: an average margin per win of 54.9% against 25.5%, a net gain of 12.9% in its favor.
Better inbox placement means more of every send actually gets seen.
4. Pop-Up and Hidden-Discount Testing
Pop-ups were our highest-impact testing surface, and the standout result came from a small change in how the offer was framed.
On Q-Rejuvalight and the helmet, instead of stating the discount up front, we hid it and revealed it only after the visitor claimed it. That one move roughly doubled both clicks and pop-up revenue against showing the number outright.
5. List Growth Through Checkout Consent
We used AI to optimize the consent experience on the checkout and thank-you pages, capturing more email and SMS opt-ins from traffic the brand was already paying to acquire.
The result was a 26% increase in subscribers collected, a faster-growing list that feeds every flow downstream with more buyers to retain. Subscribed customers also carry a meaningfully higher twelve-month value than non-subscribers, so each additional opt-in compounds over time.
How We Built It
The clearest way to see the program is to open up its busiest piece. The Micro-Infusion welcome flow is where a new subscriber meets the brand for the first time, and it is built to send the right message to the right person rather than the same message to everyone.
The moment someone enters, the flow reads who they are and splits accordingly. It separates first-time buyers from returning customers, then splits by country so United States and international buyers get the right pricing and shipping.
For Micro-Infusion specifically, customers are routed by the skin concern they selected in the pop-up, dark spots in one path, fine lines and wrinkles in another, and each path then runs its own messaging built for that concern.
Each of those paths then runs its own message angle. We tested a problem-solution angle against a pure-offer angle, and the problem-solution version won, so it leads the sequence and the offer angle backs it up.
The branching is not complexity for its own sake. It is what lets the flow speak to a first-time buyer in their own terms, and the engagement reflects it.
The opening message in the strongest path runs a 12.1% click rate, with the equivalent international opener close behind at 12.8%. The Micro-Infusion SMS version of this flow is the second best-performing flow in the entire account.
The send itself does the work the data points to. It pairs a real before-and-after with a verified-customer testimonial, so a brand-new subscriber sees proof from someone like them before they ever see a price.
The Results
The replenishment engine compounds where the cadence is respected. The clearest proof is in the cohort data: Micro-Infusion first-time buyers come back to buy Micro-Infusion again at a steady, rising rate over time.
| Micro-Infusion cohort repurchase | Rate |
|---|---|
| Rebuy Micro-Infusion within 12 months | ~26% |
| Rebuy Micro-Infusion within 18 months | ~29% (up to 37%) |
| Repurchase within 18 months incl. cross-sell | ~36% avg, 44% best |
The longer the window, the more the engine compounds, which is exactly what a replenishment-led program should do.