Embr Labs

embrlabs.com

Partners

Shopify Plus®

Klaviyo®

Industry

Health Technology

Services

Email Marketing CRM Management Migration

Partners

Shopify Plus®

Klaviyo®

Challenge Strategy Results

How Strategic Email Marketing Drove Growth for a Clinical Wearable Without Oversimplifying the Science (65% Increase)

We helped Embr Labs build a sophisticated email program that respected the complexity of their clinical wearable while driving measurable revenue growth—proving that education and conversion aren't mutually exclusive.

Generated 10.9x ROI on agency investment over 5 months
Achieved 250% increase in attributed email revenue during peak Q4 period
Built automated flow architecture that generated 65% of total email revenue during Q4
Increased average order value by 30% through strategic product positioning
Maintained 56% average open rate across campaigns while scaling to 650K+ monthly recipients

Challenge Strategy Results

01 Challenge

Your product actually works. You have peer-reviewed research. Clinical validation. Women finding real relief. But your email program isn't telling that story.

Embr Labs faced this in September 2024. The Embr Wave 2—a clinically validated wearable using thermal therapy for menopause, sleep, and stress—was changing lives. Their email infrastructure wasn't built to communicate it.

What most would consider “Advanced Automations”, there was mothing that matched the consideration cycle of someone evaluating a medical-adjacent device. Nothing that could guide a prospect from "What is thermal therapy?" to "I need this" without oversimplifying the science.

The problem with marketing a breakthrough health technology: you can't treat it like typical DTC. Your buyers aren't impulse shopping. They're researching. They're skeptical. They need education, clinical proof, real user stories delivered in a way that respects their intelligence.

The email program had to:

Educate buyers on how thermal therapy works
Build trust through clinical validation
Drive conversions on a $200+ device in a crowded wellness market

Most brands either dumb down the science or stay so technical nobody converts. Embr Labs needed a third path.

02 Strategy

The solution: build an email program sophisticated enough to match the product.

Building Flows That Matched the Buyer Journey

Pre-purchase flows became educational journeys. Someone struggling with hot flashes got different messaging than someone dealing with sleep issues. Meet people where they are, move them forward without overwhelming them.

Abandonment flows addressed hesitation directly. Cart abandonment for Embr Wave isn't forgetfulness—it's "Does this work?" "Is it worth the price?" "What if it doesn't help me?" These flows reinforced clinical research and real outcomes.

BFCM variants recognized seasonal shoppers need different messaging. More urgency. Clearer gifting angles. FSA/HSA positioning for year-end spending. Core flows got cloned and optimized for Q4.

Post-purchase onboarding focused on making the device work. If someone doesn't optimize their settings or understand the modes, they're not getting relief. And if they're not getting relief, they're returning it.

Flows converted at 5-10x campaign rates and drove 65% of email revenue.

Campaigns That Respected the Audience

No discount flooding.

The campaign strategy recognized Embr Labs had built real brand equity. Their audience valued education. They cared about the science.

Educational campaigns performed. Menopause awareness, sleep optimization, stress management, men's health—all converted competitively with promotional sends.

Strategic promotions hit at the right moments. Q4 gifting. FSA/HSA year-end. Time-bound offers that created urgency without training people to wait.

User stories did heavy lifting. Testimonials and "Waver Spotlights" weren't fluff—they were conversion drivers. For a product fighting skepticism, someone else's experience mattered as much as clinical studies.

Product depth showed through. Temperature modes, comfort case colors, optimizing relief for specific symptoms. Technical and credible.

Result: 56% average open rate across 650K+ monthly recipients. People valued the content, not just deals.

Understanding What the Brand Actually Was

Embr Labs isn't a "wellness brand." It's femtech with peer-reviewed research solving a problem traditional medicine ignores.

That meant everything, Embrship positioning, "thermal animals" explanations, BFCM urgency-had to communicate complexity without condescension.

Non-promotional campaigns like Small Business Saturday and Men's Health Awareness Month performed as well as discount sends. Brand equity beyond deals.

Isabelle Bhayani

Director of Consumer Marketing

“The team was very responsive and was able to increase our revenue per email significantly over just two months. We were very impressed by what we learned and they were incredibly receptive to feedback!”

03 Results

Over five months (September 2024 - January 2025), email transformed from minimal automation into a sophisticated revenue driver.

Revenue & Efficiency

10.9x ROI on agency investment
250% increase in attributed email revenue (November vs. October)
200% increase in conversion value during Q4
65% of email revenue from flows, 35% from campaigns

Customer Behavior

30% increase in AOV (reaching $202)
56% average open rate at 650K+ monthly recipients
340% increase in flow conversion value

Strategic Outcomes

Built scalable infrastructure without constant discounting
Established repeatable playbooks for seasonal moments
Proved educational content converts when tailored to buyer intent
Created foundation for future optimization

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