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MBX Consulting

DTC wellness · Social + email

Always-on after the relaunch.

Selected work of the practice. Not a named client.

  • +19%

    Social-assisted revenue, two quarters

  • +0.7×

    Email RPR vs pre-relaunch

  • Weekly

    Editorial that survived a quiet month

Situation

A DTC wellness brand had relaunched. The site was new. The feed was still the old voice, louder. Email was a discount reflex. Paid was buying the gap between the brand they had printed and the brand they posted.

Selected work of the practice. Not a named supplement or skincare company.

Work

  • Diagnose: where the relaunch was a costume, where it was an operating change, which claims could never ship.
  • Build: an editorial system for social and a commercial rhythm for email that used the same claims list. Modules a small team could run without a studio.
  • Run: weekly editorial. A stop rule for founder posts that undid legal. Email that merchandised the relaunch instead of apologizing for it with 20% off.
  • Hand back: voice rules, a claims list, a calendar. Paid could spend into a voice that existed.

What changed

  • Social-assisted revenue +19% in two quarters.
  • Email revenue per recipient +0.7× versus the pre-relaunch discount year.
  • The weekly held through a quiet month. Off-claim posts went to approximately zero.

Also: Klaviyo + Meta. No content mill. No founder-as-channel.

“The relaunch was a site. She made it a week.”

Head of Brand — DTC wellness
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