Case study · CRM & Lifecycle · Inner Balance
Under 1% to 40% of revenue. Through email.
Inner Balance had a compelling product and a detailed quiz, but none of that data was reaching their emails. We rebuilt the CRM foundation and turned email into their primary revenue channel.
40%
Revenue from CRM
50+
Automated flows
300%
Engagement boost
5K+
Subscribers added
Service
CRM & Lifecycle
Engagement
Ongoing
Platforms
Klaviyo · Shopify · SMS
The transformation
CRM revenue: under 1% to 40%.
Revenue from CRM
40%
Of total revenue
By rebuilding the CRM foundation and implementing quiz-powered personalization, email went from barely contributing to a 40% revenue driver — backed by 50+ automated flows and 2× weekly campaign cadence.
The challenges
CRM was barely moving the needle.
01
Open rates below 15%
Deliverability issues meant emails weren't reaching inboxes. Only 45 purchases attributed across every automated flow combined.
02
Quiz data going to waste
A detailed perimenopause quiz captured valuable symptoms and preferences — but none of it was used to customize emails.
03
No capture strategy
Zero popups, no SMS activation, and 5,081 quiz subscribers with nowhere else to grow the list from.
The solution
Complete CRM rebuild & optimization.
01
Deliverability & reputation
Audited sending infrastructure, warmed sender reputation, cleaned the list, and rebuilt authentication.
- SPF / DKIM / DMARC configuration
- Segmentation-based warm-up strategy
- Suppressed cold/unengaged profiles
- Rebuilt email authentication stack
02
Quiz-powered automation
Built 50+ automated flows using quiz responses to segment and personalize every touchpoint.
- Two welcome tracks (quiz vs. general)
- Cart, browse, post-purchase flows
- Refill reminders + winback campaigns
- Education drip series by symptom
03
Consistent education + conversion
Launched 2× weekly campaigns: one educational, one conversion-focused, all A/B tested.
- Weekly content calendar
- A/B testing framework
- Custom email design modules
- Mobile-first responsive templates
- SPF, DKIM, DMARC configuration and segmentation-based sender warm-up strategy
- Suppressed cold and unengaged profiles to restore deliverability reputation
- Built 2x welcome tracks (quiz-based vs. general) with symptom-specific content
- Cart, browse, post-purchase, refill reminder, and winback automation flows
- Education drip series segmented by symptom from quiz responses
- Launched 2x weekly campaigns: one educational, one conversion-focused, all A/B tested
Technologies & platforms
The stack we ran.
The result
Under 1% to 40% of total revenue.
By rebuilding the CRM foundation and using quiz data to personalize every touchpoint, email went from barely contributing to driving 40% of Inner Balance's total revenue. 50+ flows running, 300% engagement improvement, consistent 2x weekly campaign execution.
40%
Revenue from CRM
50+
Automated flows
300%
Engagement boost
5K+
Subscribers added
What the team said
In their words.
We had quiz data and didn't know what to do with it. BRCG rebuilt our CRM from the ground up — deliverability, flows, segmentation — and now email drives 40% of revenue. Single biggest leverage point we've ever had.
Founder & CEO
Inner Balance
Inner Balance · CRM & Lifecycle
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