Alphagreen: 127% Email Revenue Increase with 12 Flows

About Alphagreen and the challenge

Alphagreen is a CBD e-commerce marketplace built on the belief that trustworthy, effective CBD products should reach everyone, not just those comfortable buying oil or vapes. Founders Alexej and Viktor spotted a gap for high-quality CBD with proper product education and built a catalogue of 2,000+ items spanning multiple international markets.

CBD is a new category where purchase anxiety runs high. Shoppers need guidance before they will commit. Alphagreen's existing email setup covered the basics (a simple Welcome Series with a 5.6% order rate across two generalized emails), but the audience was not being segmented, educated, or followed up with in any systematic way. The brief was to change that without eroding perceived product value through discount saturation.

Who we were targeting

Alphagreen's email program had to speak to CBD shoppers who were still deciding whether to trust the category, not just the brand. The signup form's own "why are you shopping" question, plus the markets served, defined who the flows needed to reach:

• First-time CBD buyers across English, Spanish, French, Italian, German, and Japanese markets who needed education before a discount, since purchase anxiety runs high in a new product category.
• Shoppers self-segmented by their stated reason for buying, which is why the Welcome Series and sales campaigns were built around 20+ behavioral segments instead of one generic list.
• Existing customers at risk of reordering directly from the brand instead of through Alphagreen, the audience the Instant Upsell and Replenishment flows were built to intercept.

What we did

We built a complete 12-flow email system covering every stage of the funnel, paired with localised signup forms, behavioral segmentation across 20+ audience cuts, and monthly targeted sales campaigns. Discounts were timed and sequenced deliberately: the first email in each promotional flow led with education and social proof; the discount landed in email two, with a 24-hour countdown to create urgency without cheapening the brand.

Full-funnel flow map

Pre-purchase flows

We first updated Alphagreen's existing flows with a refreshed brand aesthetic and clearer messaging. Then we added two new flows (Abandoned Browse and Abandoned Checkout) with streamlined designs and timed discount offers:

• Welcome Series and Starter Quiz Series
• Abandoned Browse: 10% off for 24 hours
• Abandoned Cart: 10% off for 24 hours
• Abandoned Checkout: 15% off for 24 hours

Covering all three abandonment scenarios paid off. Across the three abandoned shopping flows, we achieved an average 50.5% open rate with a 2.6% conversion rate.

Video Walkthrough

Abandonment Email Gallery

Post-purchase flows

Alphagreen's main retention risk was customers who find a product they like going straight to the brand's own site. We addressed this immediately after the first order. A 25% off instant upsell offer sent within hours of purchase produced a 70% open rate and a 1.8% reorder rate within 24 hours.

The post-purchase flow set:

• Instant Upsell (email and SMS)
• Customer Thank You
• Replenishment (30-day restock prompt)
• Winback (60-day lapsed-customer recovery)

Sales campaigns

With 2,000+ products in the catalogue, a single broadcast email converts poorly. We built 5+ segments per customer pain point based on previous brand and product purchases, and tested different offer types (money off vs. free gifting) to build the playbook for high-stakes sale periods like Black Friday. Over 20 behavioral segments in total were created around buying behavior, browsing behavior, and engagement level. The higher-converting segments included:

• Engaged last 120 days
• Purchased specific brand
• Window shoppers
• VIP customers

Sales Campaigns Email Gallery

Segmented signup forms and Welcome Series

Alphagreen's original signup forms offered 10% off to everyone and fed a two-email generic Welcome Series. That series was converting at 5.6% but dropping off sharply after email one. The problem: shoppers buying for different reasons need different messaging. A generic flow serves neither well.

Strategy

• Self-segmentation with a "Why are you shopping?" question on the signup form
• Signup forms in the local language: English, Spanish, French, Italian, German, and Japanese
• 10% off welcome discount offer
• Five-email Welcome Series, with three emails unique to each subscriber's stated pain point

Localised signup forms

In a new product category, shoppers need reassurance at every step. Serving forms and messaging in the shopper's native language increased form conversion across markets.

After the new signup forms went live, the list grew at an average of 6% month over month, up from the prior rate of 2 to 3% per month.

Welcome Series by product category

We replaced the two-email generic flow with a five-email sequence. Three of the five emails were unique to each subscriber's stated reason for shopping, sent from Rob at Alphagreen to give the flow a personal, human feel. All emails were redesigned to match the site experience. The result was a 6% conversion rate on the segmented Welcome Series, up from 5.6% on the original two-email version. More importantly, the new series was built to keep subscribers engaged across all five emails instead of dropping off after email one.

Video Walkthrough

Welcome Series Email Gallery

Results

Across the full email program, Alphagreen achieved a 127% increase in email revenue. The individual flow metrics that drove that outcome:

• Segmented Welcome Series: 6% conversion rate (up from 5.6% on the original two-email flow)
• Abandoned shopping flows (Browse, Cart, Checkout): 50.5% average open rate, 2.6% average conversion rate
• Instant Upsell: 70% open rate, 1.8% reorder rate within 24 hours of first purchase
• Email list growth: 6% month over month (up from 2 to 3% before the new signup forms)

NUOPTIMA also supported Alphagreen's broader growth beyond email. See the Alphagreen SEO case study for how organic search was built in parallel, and the Alphagreen Best Scale-Up nomination case for the wider growth story.

Key takeaways

1. Education before discount wins in new categories. For Alphagreen's CBD shoppers, leading with product education and social proof in email one before introducing a timed discount in email two protected margin and built trust. Rushing to the offer in email one trains your audience to wait for sales rather than buy on value. This principle applies to any DTC brand in an emerging or high-consideration category, and it sits at the core of how we build paid media funnels too.
2. Segmentation at the point of signup compounds downstream. The "Why are you shopping?" question on Alphagreen's new forms turned a flat 2 to 3% monthly list-growth rate into 6% and unlocked a personalized five-email Welcome Series. Collecting intent data before the first email goes out is cheaper and more effective than trying to infer it from click behavior later. This is foundational to any content and SEO strategy as well, where matching content to search intent is what drives conversion from organic traffic.
3. Full-funnel coverage closes the gaps that a basic three-flow setup misses. Most e-commerce stores run Welcome, Abandoned Cart, and Thank You. Alphagreen's 127% revenue lift came from adding nine more flows covering Abandoned Browse, Abandoned Checkout, Instant Upsell, Replenishment, Winback, Sunset, and segmented sales campaigns. Each flow targets a specific moment in the customer journey where revenue was previously leaking.

If you want to build a full-funnel email program like this for your e-commerce brand, book a call with NUOPTIMA or explore how the same approach to segmentation and intent-matching worked across Alphagreen's SEO channel and broader scale-up story.