Total revenue generated
Cart recovery rate
Post-purchase orders
Average repeat order value
The Essentials Company sells natural wellness products online. Essential oils, aromatherapy, natural remedies—products people use for health and wellbeing.
Jason Wilson, Co-partner of TheEssentialsCompany, runs the business. In the wellness space, customers are thoughtful buyers. They research ingredients. They compare options. They care about quality.
That means abandoned carts are common. People add products, then step away to research more or compare alternatives.
With hundreds of abandoned carts and the potential for repeat customers, the question wasn’t just about recovery—it was about building lasting relationships.
The Essentials Company faced challenges that wellness brands know too well:
High abandoned cart rates
Customers adding natural products to cart, then disappearing before checkout.
Manual follow-up doesn’t scale
No way to personally reach everyone who abandoned a cart or made a purchase.
Repeat customers are everything
In wellness, loyal customers who come back month after month drive real growth.
Lack of email automation
They needed a system that worked in the background, recovering carts and bringing customers back.
Jason Wilson, Co-partner of TheEssentialsCompany faced some challenges at high roadblocks which really slowed down his ecommerce store. These were not just small bumps in the highway.
The main problem was lack of email automation. One was too simple, and one was expensive and too complex. Before coming to Retainful and setting up, Wilson ran most of his email marketing very manually which did not scale beyond existing customers.
The Essentials Company found Retainful and things changed.
Jason had struggled with high roadblocks and with a desire to scale past emails and launch past one-off sales. They wanted to build lasting customer relationships with high value return.
“We are enabled us to create our customer journeys of abandoned cart recovery. Being able to offer discounts seems to help incentivizing customers to come back.”
— Jason Wilson, Co-partner of TheEssentialsCompany
TheEssentialsCompany leveraged Retainful’s abandoned cart recovery and next-order coupon campaigns.
Retainful’s automation kicked in across two fronts:
Abandoned cart recovery
When someone left items in their cart, targeted emails went out automatically.
Post-purchase campaigns
After someone bought, follow-up sequences brought them back for repeat orders.
Discount incentives
Strategic offers that encouraged customers to complete purchases and return.
The setup was straightforward. The results started flowing immediately.
“Something we hadn’t done previously was keeping our customer journey alive and driving post-purchase email blasts to our small business and not always on top of our marketing emails, so this automation works wonders for us.”
— Jason Wilson
The Essentials Company’s automation has been running since implementation. Here’s what the numbers show:
362 abandoned carts recovered
Carts that would’ve disappeared—brought back to completion.
$24,793 in abandoned cart revenue
That’s $68.50 per recovered cart on average. Wellness products that were walking away, now converted.
41% cart recovery rate
Nearly half of all recoverable carts came back. That’s exceptional.
819 post-purchase conversions
Customers who already bought once, came back and bought again.
$59,886 in repeat customer revenue
That’s $73 average order value from people returning for more products.
Total revenue generated: $84,679
From two automations running in the background.
The breakthrough? Post-purchase revenue ($59,886) generated more than double the abandoned cart recovery ($24,793).
That’s the power of turning one-time buyers into repeat customers.
“We are enabled us to create our customer journeys of abandoned cart recovery. Being able to offer discounts seems to help incentivizing customers to come back.”
— Jason Wilson
The Essentials Company understood something crucial: wellness customers are repeat buyers.
Someone buying essential oils doesn’t buy once and disappear. They use the product, run out, and need more. Same with aromatherapy products, natural remedies, wellness tools.
Here’s what runs on autopilot:
When someone abandons a cart → Recovery email sequence triggered with incentive.
When someone makes a purchase → Post-purchase journey starts automatically.
When timing is right → Follow-up emails bring them back for repeat orders.
When discounts help → Strategic offers encourage conversions.
All of it happening while Jason runs the business, sources quality products, and serves customers who care about natural wellness.
The automation doesn’t just recover lost sales. It builds customer relationships.
“Something we hadn’t done previously was keeping our customer journey alive and driving post-purchase email blasts to our small business and not always on top of our marketing emails, so this automation works wonders for us.”
— Jason Wilson
Here’s what makes The Essentials Company’s approach powerful: they focused on the full customer journey.
Step 1: Recover the cart
362 carts recovered with strategic emails and discount incentives.
Step 2: Convert to first purchase
Get them to complete that initial order.
Step 3: Bring them back
Post-purchase automation keeps customers engaged and returning.
The result? 819 repeat orders generating $59,886.
That’s not one-off revenue. That’s sustainable, recurring business from customers who trust the brand and come back month after month.
Every day, the system:
Before Retainful, Jason was running email marketing manually. That meant:
After Retainful:
“It’s handy to be able to see how many visitors have been to the site and added items to the cart without order details, versus the visitors who are repeat customers. We can also improve, such as the cost of shipping. We see a number of items are not being completed, and maybe we need to be less our delivery costs.”
— Jason Wilson
The dashboard insights help them understand customer behavior and optimize continuously.
The Essentials Company faced the challenge every wellness brand faces: turning browsers into buyers, and buyers into loyal repeat customers.
Manual email marketing wasn’t scaling. Abandoned carts were piling up. Repeat purchase opportunities were being missed.
The difference? They automated the entire customer journey.
The result:
The best part? The system runs automatically. Every abandoned cart gets recovered. Every customer gets brought back. Every opportunity gets captured.
All while Jason focuses on what matters: sourcing quality natural products and serving customers who trust the brand for their wellness needs.
“It’s handy to be able to see how many visitors have been to the site and added items to the cart without order details, versus the visitors who are repeat customers. We can also improve, such as the cost of shipping. We see a number of items are not being completed, and maybe we need to be less our delivery costs.”
— Jason Wilson
