7.58x More Replenishment Revenue: How BWH Plant Co. Transformed Their Email Flows in Just Two Months

We’ve helped BWH Plant Co. move their post-purchase strategy from a basic timeline to our consumption-based model, and now we’re pulling back the curtain.

So, how do you actually measure the right KPIs and run a true A/B test so you can judge a plugin based on revenue, not just open rates?

How did we run our A/B test?

This is what we suggested to BWH Plant Co. to ensure the data was solid:

Set up

• Prioritize Flow Share as the main KPI: While open rates and click-through rates are important, Revenue Share should be the focal point.

• Define the scope: We shouldn’t just test one email against another. We tested the entire logic model (Static Timers vs. Consumption-Based Predictions) to see which method best drives the next order.

Running the test

• Two months minimum: Give the test time to ensure a fair comparison. In our test with BWH (June to July), a 61-day window was crucial to capture the full cycle of their customers. Shorter tests often miss the “re-order” window for products that last longer.

• Monitor for replenishment accuracy: Throughout the run, we ensured that the “reminder” emails were landing when the customer was projected to order again, not just on an arbitrary or averaged day.

The 2 KPIs That Actually Predict Bottom Line Revenue

These KPIs formed the foundation of the BWH Plant Co. test when evaluating Retentics against their previous flow setup.

KPI 1: Replenishment Revenue Multiple

• What is it: The ratio of revenue generated by our replenishment flow compared to the old flow over the same time period.

• Why it matters: This shows if the “timing” logic actually works. A high multiple means you’re hitting the customer exactly when they are ready to buy.

• The BWH Result: 7.58x Multiple Retentics generated 7.58x more replenishment revenue than the previous flow setup during the test window.

KPI 2: Flow Revenue Share

• What is it: The percentage of total flow revenue generated by the optimized touchpoints.

• Why it matters: This shows the dominance of our flows. Seeing how well our flows rank compared to their other flows (welcome, abandoned cart, etc.) helps put our results into perspective.

• The BWH Result: 44.10% Flow Share Our flows accounted for 44.10% of all flow revenue during the test period, proving that AI-based segmentation and personalization carries nearly half the weight of their entire email flow setup.

The Key Health Metrics That Support Performance

First Purchase Bounce Back Lift

• The BWH Result: 2.43x Multiple

• Why it matters: Retentics outperformed the previous flow setup by more than double for the post first-purchase — the First Purchase Bounce Back. Capturing interest strategically after the first order is an optimal way to earn more revenue on the front end and grow long-term customer value.

Projected Annual ROI

• The BWH Result: 26.23x ROI

• Why it matters: Based on the annual revenue projection against our plugin cost, we are delivering a 26.23x return.

Final Advice

What matters is how many successful repeat purchases your flows produce, and how consistently they do so. After supporting the BWH Plant Co. migration, one pattern showed up clearly: generic timers lead to missed opportunities, while data-driven timing reveals where real profit is created.