Solace Sleep Grew Repeat Revenue 38% by Reverse Engineering Email Flows

The challenge

Solace Sleep had no trouble selling a first weighted blanket. Getting customers back was another story: 72% of revenue came from first orders, and only 19% of customers bought again within 90 days, despite a catalog full of consumables.

The Klaviyo flows had been written once in 2020 and never revisited. There was no replenishment flow, even though the magnesium spray runs out around day 40 and customers who hadn’t reordered by day 45 almost never came back.

The solution

On the Pro plan, Head of Retention Lena Ortiz followed the email programs of 60 sleep and wellness brands. The team mapped every flow by timing, offer and content, then rebuilt four Klaviyo flows in six weeks from the patterns that repeated.

• Store Tracker to pick 60 fast-growing brands in Health by revenue growth, not follower count.

• Brand Tracker to follow each one from signup to post-purchase, with test orders at the top 15.

• Email Tracker to capture 1,400+ emails and log when each one landed, not just what it said.

• Magic AI to break down each competitor sequence and adapt its logic to Solace’s products.

“We treated email as a place to send discounts. Seeing sixty brands' flows side by side showed us it's a product in its own right, and that timing matters as much as the offer.”

Lena Ortiz

Head of Retention, Solace Sleep

The results

Six months after launch, with acquisition spend flat, repeat revenue was up 38%. The 90-day repeat rate rose from 19% to 27%, welcome conversion from 3.1% to 5.4%, and the new replenishment flow now drives about a fifth of repeat revenue.