Growplex

Email: From 8% to 38% of Sales. Not One Promo to a Paying Subscriber.

Growplex sells hair growth on subscription. Most of the money arrives on its own every month. The lazy move is to hit those paying subscribers with promos anyway and take the credit. We didn't. Two years later, email went from 8% of sales to 38% — all of it real.

8.29% → 38.27%

Sales share from email and SMS, 2 years

$2.21M

Sales from email and SMS in 2025

+581%

Flow revenue, same 74 days one year apart

8.29% → 38.27%

Sales share from email and SMS, 2 years

$2.21M

Sales from email and SMS in 2025

+581%

Flow revenue, same 74 days one year apart

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The Problem:

One Founder, One Inbox, and a Business That Billed Itself

Amir built every email himself. No real automation. The occasional promo. Email brought in 8% of sales, while two-thirds of the store's money renewed on its own. That's the trap. Send a promo to those subscribers and the software gives your email the credit for a renewal that was already coming. The number goes up. Nothing changed. And the people you keep emailing start to cancel.

Key Challenges

Every email built by hand, by the founder

No real automation. Just the occasional promo

8.29% of sales from email — about $77.5K

Two-thirds of revenue renewed by itself, begging to be miscounted

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The Strategy:

One Rule: Only Count What Email Actually Made

If a customer was already going to buy, our email doesn't get to claim it. So paying subscribers and recent buyers were left out of every promo. Then we built the emails that matter on a subscription brand: after the first order, before the next bill, when someone cancels, and the first hello after the quiz.

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Paying Subscribers Never Get a Promo

Would they have bought anyway? Then it doesn't count. With that rule on, a third of campaign sales came from brand-new customers.

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Follow the Bill, Not the Calendar

The big moments on a subscription brand aren't holidays. They're the renewal, the cancel, the first order. Twenty flows, built around those.

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The Quiz Writes the First Email

A new mom with post-partum shedding and a man with a receding hairline don't get the same welcome. The quiz decides.

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The Execution:

What Each Email Did

Everything below actually went out. A month-by-month journey that tells new customers the truth: you'll shed more hair at first, and that means it's working. A three-email nudge from buyer to subscriber. A two-email rescue after a cancel. Founder-signed education. Discounts stayed specific: 10% to say hello, 20% to subscribe, 50% only to come back.

The Renewal Reminder

One flow. $325,224 in 74 days. $18.62 for every person who got it. 16.6% of everything the store sold. It arrives before the bill, so the renewal feels chosen.

The Month-by-Month Journey

Eight emails, Month 1 to Month 6. The first says what most brands hide: more shedding in the first 4 to 8 weeks means the formula is working. Honesty, then science, then plain text.

Buyer to Subscriber

Three emails after the first order. Real before-and-afters with names and timeframes. Patience. Then 20% off to make subscribing the easy choice. This lane: $32,723 from 19,919 sends.

Between Bills, and the 50% Rescue

Subscribers get help between bills, not pitches — $143,768 at $4.53 a person. When someone cancels, two emails explain how hair growth cycles work, then offer 50% off the first month back.