Ava BrandsEmail · Retention · Profit Review my brand
Email, Retention & Profit Agency for Health and Wellness Brands

Double your sales in 6 months. Without more ad spend.

Your email agency only cares about sending campaigns and scheduling flows. We care about how we grow your ecom sales, without more ad spend, while keeping more profit in your pocket.

See how we do it →
The Ecom Equation

We call it the Ecom Equation.

This is the exact system we used on our own brands. We grow your revenue by improving four key pillars across your business, and if you lift each one by 25%, your sales double.

Traffic+25%
×
Conversion Rate+25%
×
Average Order Value+25%
×
Repeat Purchase Rate+25%
=
2× sales6 months
Small lifts stack up
100125 156195 244 NOWTRAFFIC CONV RATEAOVREPEAT start+25% +25%+25%+25%

A 25% lift is unremarkable on its own, but when you stack four of them you end up with more than double, because they multiply rather than add up.

How we are different

They care about sends. We care about profit.

Your email agency
  • They schedule your flows and leave them running.
  • They send your campaigns on a calendar.
  • They report back on opens and clicks.

One number moves, if you are lucky.

Ava Brands
  • We double your sales without more ad spend.
  • We keep more profit in your pocket.
  • Email and SMS are how we do it.

All four pillars move together.

We built our own to $40m+

We built two brands to $40m+. Then we exited both.

We did not learn this at an agency. We learned it as owners, with our own money, and we saw it all the way through to an exit.

October 2020
Ava Estell launches

It did £10,000 in the first month, built with only £5,000 investment.

Seven months in
Past £1m in sales

There were no shops and no wholesale, it was all direct to customer.

Year one
Past £2m, and 46% of it abroad

The list was doing the selling by then, not the ads.

The £5m lesson
An assumption never tested

Product subscription did not work, but membership did, and nobody had ever gone back to check. We figured out what works, applied it to our brand and saw tremendous growth.

Two years
A second brand to $7.09m

ScalpHero used the same playbook in a harder category with a longer results window.

The exit
Both brands sold

We built both, scaled them and handed them over, and now we run the same system for other people.

Now
$230m generated for health and wellness brands

Using our own approach to email and retention marketing, from an operator's point of view.

Two Shopify dashboards. Ava Estell: 8,978,599 sessions, £19,226,190.14 total sales, 357,938 orders, 3.21% conversion rate, 1 Oct 2020 to 27 Oct 2024. Second brand: 3,170,781 sessions, $7.09M total sales, 83,815 orders, 2.49% conversion rate, 1 Sept 2022 to 27 Oct 2024.
The actual dashboards, both stores
Yaw Okyere being interviewed on stage in front of a large Meta logo.
On stage at Meta
A Shopify award plaque reading: Congratulations Ava Estell on reaching 100,000 orders, June 22, 2022.
100,000 orders, June 2022
Client Case Study: Black Friday Offer Adjustment

We open your margins first. Then we build the offer.

This brand was about to run 50% off for Black Friday, so we looked at their unit economics first, changed the offer slightly, and they ended up keeping twice the profit.

01 We open the numbersWe look at the price, the unit cost and the real margin before anyone talks about an offer.
02 We build the offer around themThe margin decides what you can afford to give away.
03 The same ads bring more profitNothing else in the business has to change.
£50Their price
£5Costs them to make
90%Gross margin
160,000Visitors
4%Conversion rate
6,400Orders
What the margin told us
A 50% discount costs them £25 That comes straight off the price and it is gone for good.
A free second unit costs them £5 That is only what it costs them to make, which is five times cheaper to give away.

At a 90% margin, giving a product away is cheap and giving money away is not, and nobody had stopped to check which one they were actually doing.

So we left the ads alone and swapped the offer.

What they planned
50% off
Customer pays£25
They ship1
Money in£160,000
Their cost£32,000
They keep£128,000
What we ran instead
Buy 1, get 1 free
Customer pays£50
They ship2
Money in£320,000
Their cost£64,000
They keep£256,000
What they kept
£128,000 £256,000 WHAT THEY PLANNED WHAT WE RAN INSTEAD
2×
Twice the profit, from reading the margin. They did not spend a penny more on ads. The same people came and the same number of them bought, but we knew what their numbers could afford to give away, and their old offer was giving away the wrong thing.

That was one change, on one pillar, over a single weekend, and there are dozens more like it behind each of the four.

Client Case Study: Abandoned Cart Recovery

Abandoned cart recovery, done differently.

Everyone sends the same three emails, so we send a real person instead.

The normal way
Three emails

One goes out after an hour, one after a day, and one with a discount code, and nobody ever finds out why the customer stopped.

What we do
A real person messages them

We reach out on iMessage, WhatsApp or the phone within 10 minutes, ask what stopped them, listen properly, and point them at the right product.

40%Of abandoned carts recovered
+35%Site conversion rate
✓
All of it backed by beautifully designed email. It is built and tested against your own data, so it drives traffic back to your site and converts it when it lands. The people handle the hard conversations and the email handles the volume.
‹ J JessAva Estell
Hi Amara, Jess here from Ava Estell. I saw the Even Tone kit sitting in your basket. Anything I can help with?
Hi! I wasn't sure it was right for me. My skin is quite sensitive
That is fair, and the full kit is a lot to start with. Most people with sensitive skin start with the serum on its own, three nights a week.
Oh that sounds better. Does it come smaller?
It does, a 30ml. Want me to send the link?
Yes please 🙌
Here you go: www.avaestell.com/products/eventone-30ml
And message me any time if I can help with anything else. What is your date of birth by the way, just the day and month? I would like to send you a present from Ava Estell on your birthday 🎁
Delivered
iMessage
Client Case Study: International Expansion

Sometimes the cheapest customers are in another country.

When the numbers work better abroad than they do at home, moving there cuts what you pay for a customer. Here is what it looked like per order when we took a wellness brand into the EU.

Per order, same product
 Primary marketEU launch
Average order value$55$51
Gross profit at 90%$50$46
Shipping and duties$6$9
Cost to get a customer$36$23
Profit left per order$8$14

The EU order is worth less and costs more to ship. It still leaves 75% more profit, because nobody is bidding against you there yet.

We check the model first

We check ad costs, duty, shipping and returns in each market against your real margin, and if it does not beat your home market, we do not go.

Then we localise the lifecycle

Then we run the flows in their language, add the local payment methods, price with duty included, and only promise delivery dates you can actually keep.

Your home market gets cheaper too

Once you have a bigger and more profitable pool of customers, you can afford to pay more for every one of them, so your home market stops being the ceiling.

What happens

Money first, then margins.

You should not have to wait a quarter to see anything. We put the basics live in the first week so revenue starts moving, and we work on the numbers underneath while it earns.

01
Week one

We get the basics live

Most brands are already sitting on revenue they are not collecting, so we ship before we theorise. Nothing here waits on a strategy deck.
  • Every core flow built and sending
  • A campaign calendar running from day one
  • Deliverability and sending health fixed
  • Capture rebuilt so the list starts growing again
02
Week two to six

We open the numbers

While the basics are earning, we go into your margins and work out which of the four pillars moves your money fastest.
  • Unit economics and real margin on every product
  • Offer and bundle structure rebuilt around them
  • Order value and repeat rate lifted together
  • Human cart recovery running alongside the email
03
Week seven onward

We compound it

From here every pillar gets pushed on a monthly rhythm, so the gains stack up instead of resetting.
  • A planned calendar, segmented on every send
  • Always testing offers, timing and creative
  • Subscription saves and winback in place
  • One report, one call, revenue and profit
Questions

Before you fill the form in.

What is the Ecom Equation?
Your sales are traffic multiplied by conversion rate, multiplied by average order value, multiplied by repeat purchase rate. Because those four pillars multiply rather than add up, lifting each one by 25% doubles your sales. Most agencies only ever work on one of them, and we work on all four.
So are you an email agency or not?
Email and SMS are how we reach your customers and we do run them for you, but the job we are actually being paid for is the four numbers, which means the work also runs into your offers, your bundles, your site and your subscriptions.
Do we have to spend more on ads?
No. Three of the four pillars have nothing to do with ads at all, and the fourth is about the audience you have already paid to acquire. If anything your ads get cheaper, because a bigger basket lets you afford more per customer.
Does this grow profit or just sales?
Both. A sale you buy with ads arrives with the ad cost attached, whereas a second order from a customer you already have does not, so shifting your growth from the first kind to the second is what lifts your margin.
What happens when we review my brand?
We go through all four of your numbers, work out what is missing across your lifecycle and check how healthy your sending is, then write it up for you. It is yours to keep whether you end up working with us or not.
Do we need to be on a particular platform?
No, we can work with whichever email service provider you are already using. Klaviyo is what most wellness shops end up on and it is what we know best, but we are not going to make you move if what you have is working.
How fast does it move?
Sending fixes usually show inside the first month, but the repeat side needs a full buying cycle to play out, so a 60 day product takes about a quarter before the picture is fair.
Next step

We do email and retention marketing differently. Let's see if we can help.

Best for brands doing min. $30k+ a month

Tell us a bit about your shop and we will come back to you within two working days.

You are a good fit if
  • Health and wellness, selling direct to customer
  • Steady monthly sales, with ads already working
  • A product people finish and need again
  • Happy and open to try new things when the data backs them