100% Email Execution for Natrava - From Campaigns, Flows To Full Deployment
Digital Marketing
Table of contents
A Brand That Didn't Want to Compromise - On Speed or Style
When Natrava; a premium wellness and skincare brand; launched as the sister label to Avantera, the vision was sharp: clean, minimalist self-care powered by science. But the path to building a meaningful customer relationship post-purchase? Not so simple.
Their marketing direction was clear. But executing that direction; translating campaign briefs into high-quality, conversion-ready emails was slowing them down.
They didn’t want to build an in-house team from scratch, and cobbling together freelance help meant trading speed for quality.
They needed a partner; not just to support their email marketing, but to run it with the precision of an internal team.
Enter Optimite.
The Challenges: Big Vision, No Execution Bandwidth
Natrava had everything a fast-scaling brand needs;
a distinct aesthetic, great products, and a clear marketing vision.
What they didn’t have was execution power.
Natrava’s marketing team wasn’t struggling with what to send. They knew their audience. They had launch calendars. They were confident in their brand tone and message.
What they lacked was:
The production bandwidth to keep up with campaigns and flows
The technical expertise to implement complex automation in Klaviyo
The design resources to keep their emails aligned with their brand’s visual identity
And most critically; a system to execute all this without delays or errors
They didn’t want an agency to take over their email strategy. They just wanted someone who could take their ideas and run with them; start to finish.
In short:
They didn’t need more tools.
They needed a team; one that could think, build, and deliver with zero hand-holding.
The Solution: Optimite as the Embedded Email Execution Team
From the very first call, our approach was clear: plug in, take ownership, and deliver at scale. Natrava didn’t need fluff. They needed results.
We became their full-service execution partner; handling the entire email lifecycle from copywriting to design, development to scheduling, and QA to deployment.
Campaign Execution - Done End-to-End
Each month, Natrava rolls out 10–12 campaigns, and Optimite manages the entire process behind them:
We write on-brand copy that speaks to Natrava’s thoughtful, minimalist identity.
We design layouts in Figma, ensuring visual cohesion with their skincare aesthetic; neutral tones, clean lines, generous white space.
Emails are then built in HTML or Klaviyo’s drag-and-drop editor, depending on complexity.
Our team handles Klaviyo scheduling, including audience segmentation, send timing, and test sends.
Every campaign goes through rigorous QA to ensure perfect rendering on all devices; mobile, desktop, dark mode, Gmail quirks; we catch it all.
For Natrava, this means no back-and-forth, no browser testing stress, no surprises on send day.
Flow Creation & Automation - Journey Mapping Made Easy
As Natrava’s lifecycle strategy evolved, we took ownership of flow execution, too.
Whenever the team wanted to roll out a new customer journey; like a post-purchase sequence or replenishment reminder; they’d simply share the goal. We’d take care of everything else.
Our process includes:
Drafting entire email sequences that feel natural and branded
Designing and developing each email from scratch
Setting up logic in Klaviyo; triggers, delays, filters, and exclusions; so every flow fires exactly when it should
Testing and activating the flows for live deployment
Over time, we’ve built a robust automation ecosystem for Natrava, including:
Welcome Flow
Post-Purchase & Loyalty Journey
Subscription & Replenishment Reminders
Abandoned Cart & Checkout Series
Winback Series
Educational Drips
These flows don’t just exist; they perform. Every message in the sequence is optimized to build trust, increase lifetime value, and drive reorders.
Strategic Input Without Taking the Wheel
Natrava retained full control over strategy. But we supported them like internal team members would; with proactive input where it mattered most.
We regularly:
Suggest A/B testing variations; from subject lines to CTA placements
Share layout improvements for better scannability and click-throughs
Recommend changes in send times, frequency, and segmentation based on performance patterns
Offer feedback on email structure, tone, and hierarchy to boost engagement
This collaboration model ensured Natrava stayed agile; launching fast while still evolving toward better performance each month.
Workflow That Moves as Fast as They Do
To match the speed of their marketing roadmap, we established a workflow that’s fast, reliable, and fully integrated with their processes:
Requests arrive via structured briefs; quick, clear, and efficient
We deliver most builds within 48 hours
Unlimited revisions mean the team never feels blocked or constrained
Final campaigns and flows are scheduled directly in Klaviyo by Optimite
The client’s only job? Review and approve.
This plug-and-play system made Natrava feel like they had a dedicated email department, without the overhead.
The Results
What started as an operational need turned into a long-term growth driver. Here’s what we unlocked:
Eliminated all internal execution workload; marketing focused only on strategy
Maintained perfect brand consistency across all emails
Enabled fast campaign launches, even with minimal notice
Improved retention metrics with copy/design iterations
100% scheduling accuracy with no missed sends or mis-segmentation
The best part? The Natrava team never had to log into Klaviyo to build a thing.
Value We Delivered - Beyond an Agency, We Became a System.
We weren’t just an agency on the sidelines. We became an integrated system; structured, creative, and fully embedded into their operations.
We owned the entire email pipeline, from copy to scheduling.
Every campaign and flow passed through our hands, ensuring consistency and accuracy at every stage; brief, design, build, QA, and deployment.
We delivered fully built flows with zero client-side assembly.
Natrava didn’t need to touch Klaviyo. We wrote, designed, built, tested, and activated. All they had to do was review and approve.
We scaled retention without compromising quality.
As output increased, we ensured every email still met their premium visual and technical standards.
We backed the team with speed, creative input, and airtight QA.
Beyond execution, we shared best practices, A/B testing ideas, layout improvements, and delivered builds within 48 hours.
We functioned as an embedded email team, not an outsourced vendor.
Our workflows matched theirs. Our responsiveness felt in-house. We were part of their rhythm; just without the overhead.
The Ongoing Partnership
Our work with Natrava didn’t end after setup; it scaled. Today, Optimite continues to manage their entire email ecosystem, including campaigns, lifecycle flows, automations, segmentation, testing, and scheduling.
We’re not just shipping emails.
We’re driving momentum; week after week, flow after flow; with zero operational drag on their internal team.
From high-level marketing priorities to the smallest QA detail, we’ve built a delivery engine that runs with precision, speed, and brand-perfect execution.
Natrava doesn’t need to worry about consistency or conversion.
They know their email channel is in expert hands.
Want to Scale Like Natrava - Without Hiring?
If you're a lean DTC brand trying to scale email, you already know the challenge:
Your strategy is sharp, your product is growing; but execution is slowing you down.
You could hire. Train. Onboard.
Or you could plug into a team that’s already done it; at scale, for brands just like yours.
At Optimite, we don’t just support your email channel.
We own the entire execution layer; copy, design, builds, flows, QA, and deployment; all done under your brand, without you lifting a finger.
You stay focused on:
Strategy
Growth
Testing
Retention
We handle everything else; quietly, quickly, and on-brand.
It’s not just outsourcing.
It’s having an in-house email team; without the overhead.
