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Joe Wheatley

Tobi Chapman

Helping DTC brands maximise revenue, profits, and retention with email & SMS marketing

Building Everboost - a retention marketing agency that helps DTC e-commerce brands generate predictable, profitable growth beyond Meta ads.

Your brand isn't struggling because your products lack quality. You're struggling because:

→ Your repurchase rates are below industry benchmarks
→ Your customer LTV isn't supporting sustainable growth
→ Your email and SMS campaigns aren't driving consistent revenue
→ Your acquisition and retention strategies operate in silos
→ Your customer data isn't being leveraged to target your best customers

At Everboost, we specialise in retention marketing that works in harmony with your entire funnel. We understand the complete e-commerce ecosystem and build retention strategies that align with your broader business goals.

Our expertise spans email marketing, SMS, and direct mail – crafting data-driven, personalised strategies that consistently deliver results for brands like Solawave, Melina, GASPER, VEDIC LAB, and JBorn.

We don't just focus on the immediate revenue metrics. We optimise for the metrics that truly matter: increased customer lifetime value, higher repurchase rates, and sustainable profitability.

If you're a 7-8 figure DTC brand selling replenishable products in health & wellness, beauty, or food & beverage – and you're ready to transform your retention marketing from a cost centre to a growth engine – let's chat.

Book a strategy call through the link in my featured section.

Founder

Retention marketing for DTC supplement/skincare brands using Email+SMS

If you're a 'Klaviyo expert' or 'Retention strategist'.

Please do yourself a favour...

Educate yourself on the broader ecosystem of e-commerce and how retention fits into it. 

Understanding how to set up flows, create campaign calendars and run A/B tests doesn't suffice in today's market. 

Those are basics.

Instead, start to learn about:

- Relationship between acquisition & retention
- Commercial & financial literacy
- Customer psychology & product
- Critical & strategic thinking
- Business communication/literacy

The people who treat Klaviyo as a skill will be replaceable.

The people who treat retention as a business discipline won't be.

If you want resources or support on any of the above, send me a DM. Happy to help.

Founder @ Everboost | Turning One-Time Buyers Into Repeat Revenue for Health & Wellness Brands

Health and wellness brands love to overcomplicate segmentation.

You don't need 30 different email segments.

They've convinced themselves that "good segmentation" means splitting their list into dozens of micro-audiences.

Then they spend so long building these segments that campaigns never go out.

Or worse, each segment is so small it barely provides incremental gains.

The fact of the matter is, great segmentation is simple.

- Prospects
- One-time buyers
- Active subscribers
- Cancelled subscribers

That's your foundation.

From there, you layer in what actually matters, such as engagement signals and zero-party data like goals or preferences.

An active subscriber focused on fat loss could get different messaging than one training for performance.

But that's refinement. Not complexity for complexity's sake.

Overcomplicating segmentation is not strategic.

It often does more harm than good.

Simple segments you actually use will always outperform complex ones that inevitably cause more friction in maintaining a strong and regular campaign cadence.

"I have never had a team as good as Everboost."

That's Dr. Pia Winberg, founder of PhycoHealth.

She'd done email/SMS marketing herself. 
Worked with multiple agencies. 
None of them thought beyond the inbox.

Here's the thing a lot of agencies miss with health & wellness brands:

Your returning and subscribing customers are the business. They're not a secondary channel. They're the revenue engine.

And they need more than campaigns and flows. They need structured, strategic retention thinking across the board.

That's what we do at Everboost. That's why founders like Pia stay.

If you're treating retention only like a content calendar, let's talk.

There is one trait that is more important than ever that we look for when hiring at Everboost, and most don't have it.

Hunger.

The genuine desire to improve/grow and show yourself what you're capable of.

I can't stress enough just how important it is for any agency hire to get out of the mindset of 'we've always done it this way'.

Without adding to the AI doom and gloom that is plastered everywhere, if there is ever a time to completely scrap that mindset, drop all ego, and go back to the drawing board, it's now.

Day-to-day operations are shifting, client expectations are changing, and the gap between good and great is widening.

Many candidates will say they're hungry. They want to learn. They want to become the best.

Yet, they can't even do the basics right, like turning up to interviews and submitting assignments on time.

It's fine to talk the talk, but make sure you walk the walk.

P.S. if you are someone who wants to develop their skillset and career rapidly, we're hiring for two roles right now (retention strategist & retention coordinator). Send me a DM if interested.

Retention for health & wellness brands is a different animal.

Your customer isn't buying a t-shirt. They're making a bet on their body.

And the moment they hit "buy," a war starts in their head:

- "Is this actually going to work for me?" 
- "How long until I feel something?" 
- "Did I just waste my money on another supplement that sits in a drawer?"

A lot of agencies don't get this. They send the same abandoned cart templates they'd use for a fashion brand and wonder why nothing converts.

But in health & wellness, retention lives and dies on one thing: belief management.

Your emails need to do what your product can't do instantly. Bridge the gap between purchase and perceived results.

That means:

- Handling objections before the customer even consciously forms them.

- Showing real people who felt the same doubt and came out the other side.

- Leading with science without sounding like a textbook. Painting a picture of the "after" that's specific enough to feel real.

Here's what that looks like in practice....

We redesigned the email experience for Melina, a migraine supplement brand where the stakes are deeply personal.

46.7% more clicks. 16% more orders.

Not because the emails were "prettier." Because every message was built around the psychology of a skeptical buyer who's tried everything and is running out of hope.

In health & wellness, you're not selling a product. You're earning permission to keep someone believing long enough for the product to work.

If your emails don't understand that, they're just noise.

A raw dog food brand came to us with rising ad costs, stagnant subscriptions, and no idea what was actually working.

6 months later:

- +220% net active subscribers
- +29.9% increase in 90-day LTV
- -13% subscriber churn rate

When every customer is worth 30% more in their first 90 days, rising acquisition costs stop being a crisis.

Retention problems for health & wellness brands can start before anyone has opened a single email/SMS.

I had another marketer tell me that educating customers and setting expectations before they buy "isn't retention."

Wrong.

It's some of the most important retention work you'll do.

Here's what I keep seeing in health and wellness brands:

The ads say one thing. The product does another. And then everyone blames the email flows when customers churn after month one.

You've seen it too. Those direct response supplement brands claiming their pills will reverse 40 years of ageing.

Of course those customers churn. They were lied to before they ever placed an order.

You don't even have to be making outrageous claims for this to hurt you. Even subtle misalignment between what your ads promise and what the product actually delivers in the first 30 days will quietly destroy your retention numbers.

Supplements take time. Skincare takes time. If your pre-purchase messaging doesn't prepare someone for that timeline, they'll cancel before the product even has a chance to work.

And it goes deeper than messaging.

Your front-end offer shapes who you attract. A heavy discount or a "too good to refuse" can pull in a completely different type of customer. Different expectations, different price sensitivity, different buying behaviour.

You end up with cohorts that look great in your acquisition dashboard but bleed out over 90 days.

So when your retention numbers look rough, don't just start by auditing your backend.

Also ask...

What did we promise these people before they bought? And who did our offer attract?

Every time acquisition dips, health & wellness brands make the same mistake with their email/SMS list.

Acquisition costs go up. Traffic dips. Revenue slows down.

And the first thing everyone does...

"Let's send more emails. More SMS. Stack some promos. We need revenue NOW."

And look, it works. For a bit.

But here's what's actually happening behind the scenes.

You run aggressive promos. Customers stockpile. Especially in CPG.

Now their next purchase gets pushed way out. Your next campaigns tank because most of your revenue pool just stocked up. So you need an even bigger promo to hit the same number.

And it just keeps going.

I've literally watched brands tank their subscription MRR doing this. Running "emergency" campaigns that trained their own subscribers to cancel and wait for a better deal. 

They create their own death spiral.

Now, I'm not saying retention shouldn't generate revenue. Obviously, it should.

But your retention team can give you more than campaign revenue.

They can give you intelligence.

They see stuff your acquisition team simply can't:

- Which products actually drive second and third orders. 
- Which customer segments stick around vs. churn after one purchase. 
- Which ad channels bring in real buyers vs. discount hunters. 
- Etc.

That data should be feeding directly into your ad strategy, your product decisions, your offers. All of it.

When that loop works, you get a flywheel. Better acquisition feeds better retention feeds better acquisition.

When it doesn't, you get a brand that leans on email every time the top of funnel softens, until one day the list can't carry the weight either.

Retention can't fix an acquisition problem. But it can help diagnose one.

Something I have to explain to almost every health & wellness brand we work with at some point.

Flash sales aren't a growth strategy.
(when done incorrectly)

They're a specific tool that works really well in specific situations, and most brands are using them for everything except those situations.

When we're in an account and campaigns are basically just a rotating door of percentage-off codes and limited time offers, that's a signal. 

Not that the brand is doing promotions wrong necessarily, but that promotions have quietly become the whole strategy.

At some point someone asked "what should we send this week?" and the answer was a sale. It worked, so the next week the answer was a sale again.

And now here we are two years later wondering why the list feels so unresponsive between promotions.

The thing is, a flash sale to your whole list to drive volume is very different to a flash sale used deliberately. Like:

- Clearing out danger stock that's sitting in your warehouse 
- Reactivating lapsed customers who need a reason to come back
- Moving slow sellers that are never coming back into range anyway

In those cases, a discount makes complete business sense.

But when your best customers, the people who'd buy from you at full price without thinking twice, are getting the same 20% off code as everyone else, you're unnecessarily eroding margin.

And over time you're quietly training those customers to wait for the next one.

The brands that get this right tend to think of promotions more like a budget. 

Where is the discount actually earning its keep? 
Where are we just giving it away out of habit?

If you're not sure which camp you're in, have a look at what percentage of your campaign revenue comes from promotional sends. Then ask yourself when the last time was you had a non-promotional campaign that still drove meaningful revenue.

That gap usually tells you a lot.

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