How Verdant 3.4×'d revenue

Verdant sells plant care to a passionate but infrequent buyer. Twelve months after moving to Bozuro, owned-channel revenue was up 3.4×. Here's the exact playbook.

Starting point

One monthly newsletter to the full list, no flows, no SMS. Email was 6% of revenue and open rates were sliding.

Move 1: replenishment-timed post-purchase

Plant food runs out on a predictable cycle. Verdant rebuilt their post-purchase flow around the reorder window — a care-tips email at day 7, then a refill reminder timed to each product's usage cycle. Repeat purchase rate went from 14% to 31%.

Move 2: four segments instead of one list

New, active, at-risk, and VIP. Campaign frequency doubled for actives and dropped to near-zero for at-risk (who get flows instead). Click rates rose 2.1× while unsubscribes fell.

Move 3: the win-back that paid for the year

A three-step win-back triggered 75 days after the expected reorder: a no-offer nudge, a best-sellers roundup, then a single 15% offer with a 7-day expiry. It recovered 4,200 lapsed customers in its first year — on its own, more than the annual cost of the entire program.

The numbers

• Owned-channel revenue: 6% → 24% of total
• Repeat purchase rate: 14% → 31%
• Flow revenue share: 0% → 61% of email revenue

What to steal

You don't need Verdant's product cycle to copy the structure: time the post-purchase flow to consumption, segment by lifecycle not demographics, and let the win-back carry the discounting so campaigns never have to.