Toadstool Lab — Supplement Brand

16% MRR Increase from 6 Core Flows

How We Increased MRR by 16% by
Launching 6 Core Flows for
Supplement Brand Toadstool Lab

+ 0 %

Increase In Email Revenue

+ 0 %

Increased Revenue Per Recipient

+ 0 %

Increased Click Rates

INDUSTRY TYPE
Health & Supplements

PRODUCTS 
Health Products

COUNTRY
Canada

PLATFORM TYPE
Shopify + Klaviyo

He goes above and beyond. The emails he designed and set up for me were way beyond my expectation. Do not think twice about booking him for your services.
leefpublishing

The Situation — Before SendnScale

Toadstool Lab came to us as an early-stage supplement brand with strong product focus but no email
marketing presence whatsoever. They were generating some revenue through organic channels but
had no system in place to capture, nurture, or retain subscribers.

  • No pop-up forms or lead capture systems on the website
  • Zero email campaigns ever sent to their subscriber list
  • No automation flows configured in Klaviyo
  • No segmentation or customer lifecycle strategy in place
  • No email design system or brand-aligned templates built
  • Significant revenue being missed from every website visitor who didn't purchase immediately

The starting point was a blank slate — which in many ways is the clearest opportunity. With no legacy
structure to untangle, we could build the retention system correctly from day one.

The Strategy — SCA Framework Applied

Starting from zero required building every element of the retention system from scratch. We prioritised
speed and structure — getting the 6 core flows live before anything else.

STRATEGIZE — Weeks 1–2

  • Full Klaviyo account audit confirming zero retention infrastructure in place
  • Product, market, and customer research — understanding the functional mushroom supplement space and buyer psychology
  • 14-day priority roadmap created with a single clear target: launch 6 core email flows
  • Brand tone direction and email design preferences established with the founder
  • Segmentation framework mapped for future buyer vs. non-buyer separation

CONSTRUCT — Weeks 2–6

  • Lead capture system built: dual pop-up forms (desktop + mobile) offering 10% or 15% off first purchase
  • Brand-aligned email design system developed — 3 style options presented, one locked in to match the brand's earthy, supplement-focused aesthetic
  • 6 core automation flows built and launched: Welcome (6 emails), Browse Abandon (2 emails), Cart Abandon (3 emails), Checkout Abandon (3 emails), Post-Purchase (2 emails), Review Request (2 emails), Winback (2 emails)
  • All flows built with brand-consistent design and conversion-focused copy
  • Campaign calendar framework prepared — campaigns not yet active at time of writing but foundation ready

ACTIVATE — Ongoing

  • Initial A/B testing framework established across all touchpoints
  • Pop-up testing: time delay variants
  • Flow testing: message timing intervals and send time optimisation
  • Email testing: subject lines, preview text, segment targeting, and send times
  • Brand is growing day by day — campaign execution to begin in the upcoming phase
  • System built to scale — adding campaigns will layer additional revenue on top of the flow foundation already performing

The Results

$ 0

Email-attributed revenue (Feb–Apr 2025)

0 %

MRR increase from flows alone

0 %

Attributed revenue from flows (0 campaigns)

0

Core flows live and performing

  • $6,874.17 total revenue tracked Feb–Apr 2025, with $1,151.60 (16.75%) directly attributed to email
  • 100% of email-attributed revenue came from flows — no campaigns had been sent at time of reporting
  • All attributed revenue generated by the flow system alone within weeks of launch
  • Brand growing month-over-month with the retention foundation fully in place
  • Campaign calendar prepared — additional revenue layer expected once campaigns activate
  • This result was achieved in the earliest stage of the engagement — the system continues to grow

Note: This case study reflects early-stage results. The full impact of the campaign calendar and ongoing optimisation will compound significantly as the engagement continues.

Ready to unlock hidden revenue in your store?

Let’s audit your current setup and find exactly where you’re leaving money on the table. Whether you want to replicate that $350K+ in email-attributed sales or scale your Shopify & Klaviyo flows—let’s build your strategy.

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Or drop a line directly at hello@sendnscale.com — always happy to chat