CASE STUDY
Thulisa Naturals
Thulisa Naturals makes small-batch, plant-based aromatherapy and self-care products: shower steamers, body butters, bath soaks. With real press credibility (WSJ, Refinery29) and a loyal following built since 2017, the email program existed, but it hadn't kept pace with the brand.
20%
FLOW REVENUE INCREASE
75%+
OPEN RATE
25%+
INCREASE IN LTV
THE CHALLENGE
An email program that had gone stale.
Thulisa Naturals already had flows in place — this wasn't a from-scratch build. But the existing sequences hadn't been revisited in a long time: messaging that no longer matched the brand's current voice, segmentation that hadn't evolved as the list grew, and automations that were technically running but underperforming against what a program with this much brand equity should be doing.
INDUSTRY
DTC Women's Wellness
SERVICES
Flow audit and optimization, segmentation rebuild, campaign strategy
OUR APPROACH
Optimize for a growing brand
O1
Research
We first studied Thulisa's consumer: who's actually buying self-care rituals from this brand, what triggers a repeat purchase, and how her relationship to the product changes over time.
O2
Audit
Then we reviewed every existing flow against that research. Where messaging had drifted from the brand's current voice, where segmentation was outdated, and where automations were live but underperforming.
O3
Build
We rebuilt the flow suite in place: keeping what worked, rewriting what didn't, and adding segmentation that reflected how the list had actually grown since the original flows were built.
THE RESULTS
A program growing with the list.
20%
FLOW REVENUE INCREASE
75%+
OPEN RATE
25%+
INCREASE IN LTV
10%
INCREASE IN AOV
"Working with cultivate was an absolute pleasure. They are highly skilled, professional, and consistently delivered high-quality work. Communication was smooth and efficient; they understood requirements quickly and even went the extra mile to suggest improvements that made the final result even better. Taylor’s attention to detail, reliability, and positive attitude made the project stress-free and enjoyable. I would not hesitate to hire them again and strongly recommend them."
ANUSHA L.