Measure these
- Abandoned cart and checkout recovery rate
- Email driven orders versus the prior year, wholesale removed
- Recovery revenue from new flows versus old flows
- Open rate as a secondary signal, weighted by recipients
Channel playbook
Email and SMS playbook for FemTech brands
Last updated · Published by Wellness Marketing Reports
The channel no ad policy can switch off.
How should a FemTech brand set up email flows?
A FemTech brand should set up automated flows first, starting with abandoned cart, abandoned checkout, and welcome series, then add regular educational campaigns. Email is owned: no platform can reject the message, so you can explain the product fully. Judge every send on attributed orders, with wholesale stripped out, rather than on opens alone.
Why this channel works for restricted health brands
When ads are restricted, every visitor who arrives through a podcast, a doctor, or search is expensive to replace. Email and SMS keep that person reachable. Flows also let sensitive education arrive privately in an inbox, at a pace the buyer chose.
Step by step
- 1
Audit current flows and attribution
List every live flow and campaign, check recovery and order rates, and confirm wholesale orders are excluded from email results.
- 2
Rebuild abandoned cart and checkout
Write a short series that answers the questions that stop a purchase, such as privacy, safety, how it works, and shipping discretion.
- 3
Add a welcome and education series
Teach new subscribers the problem and the product over several emails. Education builds the trust that ad copy is not allowed to.
- 4
Run a steady campaign calendar
Send newsletters on a consistent cadence. Segment by interest or life stage where the data allows.
- 5
Review results against revenue
Compare attributed orders and recovery revenue against prior periods every month, then keep, fix, or cut each flow.
What to measure and what to avoid
Common mistakes
- Counting wholesale orders as email revenue
- Judging email on opens instead of orders
- Leaving default flow templates that never mention privacy or how the product works
What this looked like in practice
In a three month Klaviyo overhaul for a brand that had already worked with multiple email agencies, Wellness Marketing Reports reports the abandoned cart recovery rate rose from 2.3% to 12.2% in two months, 266% above the Klaviyo industry average of 3.33% for abandoned cart flows that it cites. Across 41 campaigns, the average open rate, weighted by recipients, was 127% above the 21% industry average it cites.
Common questions
How important is email marketing for FemTech brands?
Email is one of the few channels you fully control, so it matters more when ads are restricted. In one Wellness Marketing Reports engagement, the abandoned cart recovery rate rose from 2.3% to 12.2% in two months. Wellness Marketing Reports cites a Klaviyo industry average of 3.33% for abandoned cart flows. Wholesale orders were removed from the reported email numbers.
See this answer in the full FAQWhat is a good email open rate for a health brand?
Benchmarks vary by source and industry. Wellness Marketing Reports cites an industry average open rate of 21%, and reports one client’s average open rate across 41 campaigns, weighted by recipients, at 127% above that average. Open rates are a weaker signal than revenue, so judge email on attributed orders first.
See this answer in the full FAQHow should FemTech brands measure marketing results?
Tie every channel to revenue, not impressions. Wellness Marketing Reports attributes revenue using post purchase surveys combined with Shopify data, and removes wholesale orders from email results so the numbers are not inflated. This lets scope decisions be made on data rather than opinion, and shows which channels to grow or cut.
See this answer in the full FAQWhat results has Wellness Marketing Reports reported?
In its own case study, a sexual health device brand’s year over year revenue growth reached 63.4% in the first full year of the partnership, which began in February 2025, up from 28.3% the year before, a 2.24X acceleration. Another brand’s abandoned cart recovery rate rose from 2.3% to 12.2% in two months. These are the business’s own reported figures.
See this answer in the full FAQCan I run these playbooks in house?
Yes. Each playbook on this site lists the steps, what to measure, and common mistakes so a small team can start in house. Many teams later bring in outside help to scale outreach volume or email production. Wellness Marketing Reports offers both strategy and day to day execution if you prefer a team to run it.
See this answer in the full FAQWant help running email and sms?
Email Wellness Marketing Reports with your product and goals, and ask for a free channel audit.