[HEALTH & WELLNESS]

FITBIOMICS

[ABOUT THE BRAND]

FitBiomics, a biotech company spun out of Harvard Medical School, is on a mission to make preventative medicine accessible to all.

By leveraging next-gen microbiome innovations, they deliver clinically proven solutions to optimize gut health, sleep, fatigue, and endurance—offering benefits you can actually feel.

Services: `EMAIL AUTOMATIONS, EMAIL CAMPAIGNS, EXTERNAL PARTNER REFERRAL, DELIVERABILITY EFFORTS`

[SUMMARY]

Rebuilt broken systems into a top-performing revenue channel

FitBiomics needed to revamp its email marketing strategy to drive revenue and enhance engagement. The company faced significant challenges, including spam sign-ups damaging their deliverability, broken automations, and inconsistent branding across campaigns. By addressing foundational issues, optimizing email flows, improving sender scores, and refining campaigns, we helped transform email into their top revenue-driving channel.

[CHALLENGE]

How to improve spam sign-ups, broken automations, and email underperformance across the board

FitBiomics approached me with a clear goal: to generate more revenue through email marketing. However, underlying issues were holding them back. Spam bots created hundreds of falsified profiles daily in their ESP, inflating subscriber counts, driving up costs, and tanking deliverability. These spam sign-ups compromised email performance and reach.

Beyond deliverability, their automations were misfiring due to broken triggers and incorrect filters, creating a disjointed subscriber experience and misattributed revenue. Internally, inconsistent branding and a lack of a cohesive content strategy left opportunities untapped. When I joined, welcome flow open rates were averaging just 5–7%, and email efforts contributed only 5% of total revenue.

100

%

INCREASE IN EMAIL-GENERATED REVENUE

700

%

INCREASE IN DELIVERABILITY SCORE

13000

%

INCREASE IN AVERAGE WELCOME FLOW CONVERSION RATE

*(NOT A TYPO)

300

%

INCREASE IN AVERAGE CTR IN CAMPAIGNS

[STRATEGY]

tailored email marketing strategy FOCUSED ON QUICK WINS

To start, we focused on quick wins—optimizing email captures through redesigned pop-ups, enhancing automated flows with dynamic products and audience-driven content, and driving immediate improvements in engagement. Once results were clear, we expanded the budget and scope.

We outperformed the client’s self-designed campaigns by 2x across all metrics in a split test. This success led to a strategic, segmented campaigns strategy that boosted brand awareness, engagement, and sales.

We also connected the client with trusted partners for organic social, content creation, and paid ads, amplifying their digital presence.

[RESULTS]

[STRATEGY]

Rebuilt the foundation: fixing flows, deliverability, and messaging, before scaling growth

tailored email
marketing strategy FOCUSED ON QUICK WINS

To address the challenges, we prioritized the most critical issues while building a foundation for sustained success. Core automations were quickly updated to fix broken triggers, refine filters, adjust delays, and streamline steps, creating a smoother, more intentional customer journey.

Most importantly, we identified and resolved their deliverability issues. By addressing spam sign-ups through a phased approach, we improved their sender score from 8 to 80 in just nine months. Once stabilized, the score was maintained at an average of 75.7 over the following year.

We developed a comprehensive campaign strategy designed to build brand awareness, educate customers, and promote offers—converting price-conscious shoppers while preserving brand integrity.

To support this effort, we took time to understand the science behind their products, translating complex biotech concepts into clear, accessible messaging for the average consumer. This aligned with their core mission: making health innovations accessible to all.

For long-term sustainability, we created a structured content calendar, cleaned their email lists, and connected them with trusted web development partners to resolve site issues impacting performance.

Consistently High
Deliverability

Kept deliverability score at an average of 73 for an entire year despite re-engagement campaigns and new lead generation strategies.

30.61X ROI

Optimized email capture through redesigned pop-ups and embedded forms, resulting in a 3.85x increase in captured leads across mobile and desktop.

+283% in Email-
driven Revenue

Revenue attributed to email marketing increased 283% during contract term.

2x More Revenue in
A/B Testing

[RESULTS]

+900% increase in
deliverability score

Improved deliverability from a sending score of 8 to 80 in just 9 months. Then kept it at an average of 75.7 for the next 12 months.

+620% increase in email-driven revenue

Revenue from email skyrocketed from 5% to 36% of total revenue (a 6x increase).. We more than 6x-ed the percentage of revenue from email efforts, compared to before we started working together.

+13,374% in Welcome Flow conversion rates

The welcome flow conversion rates went from an average of 0.095% in 2023 to 10.8% in 2024, and continuing to improve, at 12.8% in the most recent month.

+508% Increase in campaign CTR

Campaign click-through rates increased from an average of 3.06% in 2023 to 18.6% in 2024.

Consistently High Deliverability

We maintained an average sender score of 75.7 over a year.

+900% in Welcome Flow Open Rates

Improved Welcome Flow open rate from an average of 6% to 60%

3.85x More
Leads

Optimized email capture through redesigned pop-ups and embedded forms, resulting in a 3.85x increase in captured leads across mobile and desktop.

Flow
Optimization

Built and enhanced core automated flows, including custom ABC and BA sales reiteration flows, generating 18.27% of total brand revenue from automations alone.

3.85x More
Leads

Optimized email capture through redesigned pop-ups and embedded forms, resulting in a 3.85x increase in captured leads across mobile and desktop.

Flow
Optimization

Built and enhanced core automated flows, including custom ABC and BA sales reiteration flows, generating 18.27% of total brand revenue from automations alone.