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How BWH Plant Co. Transformed Their Email Flows in Just Two Months

Stop guessing on email timing. See the exact A/B test framework BWH Plant Co. used to capture 44% of their total flow revenue using Retentics’ data-driven replenishment logic.

How BWH Plant Co. Transformed Their Email Flows in Just Two Months

Stop guessing on email timing. See the exact A/B test framework BWH Plant Co. used to capture 44% of their total flow revenue using Retentics’ data-driven replenishment logic.

How BWH Plant Co. Transformed Their Email Flows in Just Two Months

Stop guessing on email timing. See the exact A/B test framework BWH Plant Co. used to capture 44% of their total flow revenue using Retentics’ data-driven replenishment logic.

7.58x

Replenishment Revenue

26.23x

ROI

2.43

First Purchase Bounce Back Lift

7.58x

Replenishment Revenue

26.23x

ROI

2.43x

First Purchase Bounce Back Lift

BWH Plant Co (Bros with Hoes Plant Co) is a Florida-based company founded in 2019 that operates as a greenhouse and online retailer, delivering a wide variety of houseplants directly to consumers. They specialize in tropical, easy-care, pet-friendly, and rare plants, including their own "BWH Exclusives" line.

INDUSTRY

Houseplant

WITH RETENTICS SINCE

2025

Book a demo

Book a demo

Challenge

BWH Plant Co. relied on generic, static email timers for replenishment reminders, resulting in missed sales opportunities due to inaccurate timing.

BWH Plant Co. relied on generic, static email timers for replenishment reminders, resulting in missed sales opportunities due to inaccurate timing.

Solution

They implemented Retentics' AI-driven, consumption-based prediction model to send automated reminders exactly when individual customers were projected to need more supplies.

They implemented Retentics' AI-driven, consumption-based prediction model to send automated reminders exactly when individual customers were projected to need more supplies.

Result

The switch generated 7.58x more replenishment revenue and achieved a 26.23x projected annual ROI within just two months.

The switch generated 7.58x more replenishment revenue and achieved a 26.23x projected annual ROI within 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? Here is exactly how we structured the test to prove bottom-line results.

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? Here is exactly how we structured the test to prove bottom-line results.

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.

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 3 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: First Purchase Bounce Back Lift

  • What is it: The multiplier of revenue generated specifically from the second purchase window.


  • Why it matters: Capturing interest strategically after the first order is the most effective way to earn more revenue on the front end and scale long-term customer value (LTV).


  • The BWH Result: 2.43x Multiple. Retentics outperformed the previous flow setup by more than double for the post-first-purchase window.

KPI 3: 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 Clarification: This 44% share represents a lift in total flow revenue — meaning Retentics grew the overall pie rather than just shifting attribution away from other flows.


  • 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.

Visualizing Behavioral Analysis

Retentics doesn't just guess; it identifies the natural purchase rhythms of BWH Plant Co.’s customers. While we track many distinct micro-segments, here is a look at 3 primary cohorts — from orders 1 to 2 — and the predictive logic that drives their replenishment cycles:

Why "Timing" Beats "Item-Level" Tracking

You’ll notice that a "Loyal High Spender" might move from a Thai Constellation to a Ring of Fire in under a month. Specifically — from orders 1 to 2 — our logic identifies that they enter a "buying mode" in 27 days. For each cohort, as the purchasing count increases, new products and time delays are predicted dynamically.


Even if a customer "leaks" and chooses a different plant than predicted, being present in the inbox during their natural purchase window is what captures the conversion. We don’t just track what they buy; we track the pulse of when they are ready to buy again.

The Key Health Metric: Projected Annual ROI

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. This shifts the conversation from "software cost" to "profit generation."

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.

BWH Plant Co (Bros with Hoes Plant Co) is a Florida-based company founded in 2019 that operates as a greenhouse and online retailer, delivering a wide variety of houseplants directly to consumers. They specialize in tropical, easy-care, pet-friendly, and rare plants, including their own "BWH Exclusives" line.

INDUSTRY

Houseplant

WITH RETENTICS SINCE

2025

Book a demo

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  • We've been looking for ways to make our email program more sophisticated, but we needed

    a solution that was easy for our team to execute.

    David and his team have been great to work with.

    We started seeing results almost immediately, and our automated emails are now far more intelligent.

    Dave Oliva

    E-Commerce growth marketer

  • Retentics is able to help us improve the lifetime value of our customers and capture under-utilized demand with their AI-driven segmentation.

    It changes how we think of segmentation due to the dynamic and personalized nature of AI.

    Ron See

    Founder

  • What sets Retentics apart is its sophisticated system predicts exactly when customers will repurchase, which allows marketers to send personalized messages and automate the entire process.

    Ruben

    Digital Growth Manager

  • Before Retentics, we were mostly guessing when it came to customer timing and product recommendations. Their AI takes the guesswork out of building segments and targeting the right customers at the right moment—something we simply didn’t have the time to do manually. As a small team, having a tool that drives results while giving us back our time is a huge win.

    Carlie P.

    Co-Founder

  • AI is an overhyped buzzword that's often thrown around, making it hard to distinguish real innovation from basic machine learning dressed up as something more. With Retentics, setting up flows was effortless - we simply cloned our existing ones, changed the trigger, and were up and running. Most importantly, the impact was almost immediate, and the numbers spoke for themselves: higher click rates and more purchases compared to Klaviyo’s flows.

    Javier Gutierrez

    Retention Marketing Specialist

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