BRCG Case Study
Under 1% to 40% of revenue.
Inner Balance had a real product and a detailed quiz, but the quiz data never reached their emails and CRM drove under 1% of revenue. We rebuilt deliverability, then wired the quiz into 50+ Klaviyo flows. Email and SMS became a 40% revenue channel.
40%
Revenue from CRM, up from under 1%
50+
Klaviyo flows powered by quiz data
<1%
Where CRM revenue started
5,081
Quiz subscribers activated
The Challenge
The data was there. The emails never saw it.
Inner Balance sold a considered product into a market that rewards trust and relevance. Their quiz captured exactly what each subscriber needed, but deliverability was broken and none of that data reached the flows. With CRM under 1% of revenue and just 45 purchases attributed across every automation, the channel was effectively dark.
CRM under 1% of revenue
Email and SMS were barely contributing. Deliverability issues meant messages were not reaching inboxes, and only 45 purchases were attributed across every automated flow combined.
Quiz data going to waste
A detailed perimenopause quiz captured symptoms and preferences from 5,081 subscribers, but none of that data was reaching the emails those subscribers received.
No capture or activation
No popups, no SMS activation, and no segmentation. The list had nowhere to grow from and no way to speak to anyone differently.
Our Approach
Fix the pipes. Then use the data.
Before building a single new campaign, we got messages landing in inboxes again. Then we connected the quiz to the flows so every touchpoint spoke to the subscriber's actual symptoms and stage.
Deliverability and reputation
Audited the sending infrastructure, warmed sender reputation, cleaned the list, and rebuilt authentication so messages reached inboxes again.
- SPF, DKIM, and DMARC configuration
- Segmentation-based sender warm-up
- Suppressed cold and unengaged profiles
- Rebuilt the email authentication stack
Quiz-powered automation
Wired quiz responses into 50+ Klaviyo flows so segmentation and personalization ran off real symptom data, not guesses.
- Two welcome tracks: quiz versus general
- Cart, browse, and post-purchase flows
- Refill reminders and winback campaigns
- Education drip series by symptom
Consistent education and conversion
Launched a twice-weekly campaign cadence, one educational and one conversion-focused, with every send A/B tested.
- Weekly content calendar
- A/B testing on every campaign
- Custom email design modules
- Mobile-first responsive templates
The Result
CRM revenue, under 1% to 40%.
Before
under 1%
After
40%
Rebuilding deliverability and wiring the quiz into 50+ Klaviyo flows took email and SMS from barely contributing to 40% of revenue. The 5,081 quiz subscribers finally received messages built around their answers, and a twice-weekly cadence kept the channel compounding.
From the BRCG Team
“The quiz already knew what every subscriber needed. The emails just never got the message. We fixed deliverability first, then connected the quiz to the flows, and CRM went from under 1% of revenue to 40%.”
Kodie Critzer
Founder & CEO, BRCG · Ran the Inner Balance engagement
Stack
FAQ
Questions, answered.
What did BRCG do for Inner Balance?
BRCG rebuilt Inner Balance's CRM foundation on Klaviyo. We fixed deliverability, cleaned the list, and wired their perimenopause quiz data into 50+ automated flows so email and SMS could speak to each subscriber's actual symptoms and stage.
What results did Inner Balance see?
CRM went from under 1% of revenue to 40%. Email and SMS became a primary revenue channel, backed by 50+ quiz-powered Klaviyo flows and a twice-weekly campaign cadence.
What platforms did the Inner Balance engagement use?
Klaviyo for email and SMS, Shopify for commerce, and the brand's own quiz, integrated so quiz responses drive segmentation and personalization across every flow.
Why did the quiz data matter so much?
The quiz already captured symptoms and preferences from 5,081 subscribers, but none of it was reaching their emails. Connecting that data to the flows is what let every touchpoint speak to the individual, which is what moved CRM from under 1% to 40% of revenue.
More Work
Related case studies.
Ready to turn your data into revenue?
Let's talk about how BRCG can rebuild your CRM foundation and make email a primary channel.
Book a growth call