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How Generate Agency rebuilt Kate Living’s email flows and turned a 1.62x Meta ROAS into a 23.56x Shopify return
Kate Living is a UK supplement brand with strong repeat purchase potential, subscription revenue, and a founder-led clinical positioning, but its email infrastructure was not making acquired customers as valuable as they could be. Generate Agency rebuilt the brand’s flows around first purchase, replenishment, education, and repeat conversion, helping turn a 1.62x Meta platform ROAS into a 23.56x Shopify ROAS, and a 1.84x Google platform ROAS into a 59.71x Shopify ROAS, with £33,841 in Shopify revenue from £2,003 total ad spend in the month tracked.
OUR RESULTS
THE PROBLEM
Kate Living’s paid ads looked only marginally profitable on platform reporting. Meta showed 1.62x ROAS and Google showed 1.84x, which made the account look average at best. But Shopify showed a very different picture. Customers were clicking ads, then converting later through email, replenishment reminders, and post-purchase flows that the ad platforms could not fully see. The problem was that the existing email setup was not structured deeply enough to capture that journey properly for a supplement brand with repeat purchase potential.
WHAT WE DID
1. Rebuilt the welcome and onboarding sequence to convert subscribers into first buyers
For a supplement brand with products across energy, sleep, hormones, gut health, fertility, ADHD support, and more, a generic welcome sequence was not enough. Generate Agency rebuilt the onboarding flow to make the brand feel relevant to different customer needs, using education-led messaging around ingredients, dosages, and formulation quality.
2. Built post-purchase flows around real supplement cycle timings
Supplements have a natural replenishment window, so Generate Agency built post-purchase sequences timed to when customers were most likely to be running low. That meant reminders landed before supply ran out, while one-time buyers were also nudged toward Subscribe and Save at the point habit formation was strongest.
3. Built abandoned cart and checkout recovery to convert warm traffic
A large part of the gap between platform ROAS and Shopify ROAS came from people who clicked an ad, left, then came back later through email. Generate Agency rebuilt abandoned cart and recovery flows to capture that warm intent with stronger timing, reassurance, and product credibility.
4. Added educational flows to increase average order value and product breadth
Kate Living’s range covers multiple life stages and health priorities, so Generate Agency introduced flows that educated customers on relevant complementary products. That helped increase basket size and encouraged broader purchasing behaviour without making the email programme feel overly sales-led.
5. Kept paid acquisition compliant while email did the compounding work
Because supplement advertising is restricted on Meta and Google, Generate Agency positioned the brand around founder credibility, ingredient quality, and clinically-informed formulation rather than direct health claims. Paid ads brought customers in, and the rebuilt email system made those customers significantly more valuable over time
THE RESULTS
Blended return
- £33,841 Shopify revenue from £2,003 total ad spend
- 16.90x true blended ROAS
- Performance ran at roughly 11x above the 1.54x breakeven ROAS
Meta and Google performance
- Meta reported 1.62x platform ROAS, while Shopify showed 23.56x
- Google reported 1.84x platform ROAS, while Shopify showed 59.71x
- The gap reflected the value of email converting customers outside the platforms’ attribution windows
Efficiency and purchase volume
- 401 purchases were recorded in the tracked period
- £4.99 blended CPA
- £84.39 average order value
- The economics were strong enough to make each acquired customer significantly more profitable once email flows were working properly
Revenue resilience
- In week four, Meta spend fell from £636 to £238, a 63% reduction
- Shopify revenue still reached £8,987, higher than week three’s £7,105
- That showed the rebuilt email programme had created a revenue floor that did not depend entirely on continuous paid spend
Early proof of email impact
- In week one, paid spend was only £102.53
- Shopify revenue still reached £4,841.64
- That showed the flows were already working on the existing customer base before paid activity had meaningfully ramped up
FAQs
Why was Shopify ROAS so much higher than Meta and Google ROAS?
Because many customers converted after the click through welcome flows, abandoned cart emails, replenishment reminders, and post-purchase sequences. Shopify recorded that revenue, but the ad platforms often could not attribute it within their own windows.
Why are supplement email flows different from standard e-commerce flows?
Because supplements have a replenishment cycle, require more education, and need careful compliance around claims. That means timing, product education, and credibility matter much more than generic promotional sequences.
How does Subscribe and Save fit into the email strategy?
The email flows were designed to move one-time buyers toward subscription once the product habit was forming. That makes recurring revenue more likely without needing another paid acquisition cost to generate it.
Why did lower Meta spend improve efficiency metrics in week four?
Because a large share of revenue was coming from email flows converting customers acquired in previous weeks. When spend dropped, the revenue generated by those flows stayed strong, which made ROAS look even higher.
What changed the results most in this account?
The rebuild of the email system around onboarding, replenishment, cart recovery, and education. That turned each paid customer into a longer-term revenue opportunity rather than a one-off transaction.
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