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For FemTech and sexual health brands

Wellness email marketing for FemTech and sexual health brands

Wellness email marketing is how censored health brands sell without an ad platform's permission: owned email and SMS, run in Klaviyo, that educate buyers and tie every send back to revenue.

Last updated: November 2026

What does wellness email marketing do for a censored brand?

It turns people who already found you into buyers, with no censor in the way. Wellness Marketing Reports builds Klaviyo flows, campaigns and SMS for FemTech and sexual health brands, writes education first copy, and attributes revenue with a post purchase survey plus Shopify data, stripping wholesale out so the numbers show what email really earned.

Why the inbox is the uncensored channel

Meta, Google and TikTok restrict what brands can say about bodies, hormones and sex. Paid acquisition that works for a supplement brand can quietly lose money for a pelvic health device or a sexual wellness product. Email and SMS are different: the subscriber asked to hear from you, and nobody rejects the message before it lands.

That makes wellness email marketing the place where a censored brand can finally explain itself in full, answer the questions buyers are embarrassed to search, and follow up at the moment someone is ready to buy.

Definition

What is wellness email marketing?

Wellness email marketing is the practice of using owned email and SMS to educate, convert and retain buyers of health and wellness products. As practiced by Wellness Marketing Reports for censored categories, it combines automated Klaviyo flows (welcome, browse abandonment, cart and checkout abandonment, post purchase) with regular campaigns and discreet SMS. The defining difference from ordinary retail email is that it carries the medical education ad platforms remove, and it is measured against revenue with wholesale orders taken out.

Done well, it nurtures two audiences at once: shoppers deciding whether to buy, and business prospects such as doctors, clinics and wholesale partners who need more proof before they commit.

By the numbers

What 63 founders told Wellness Marketing Reports

  • 78% of companies name digital censorship as their number one growth inhibitor.
  • Below 1.0 ROAS is the common outcome of traditional digital ads under medical censorship, which is a net loss.
  • 40%, or 25 of the 63 companies, run strategic partnerships as a core marketing channel.
  • 30% cite educational content and trust building as the most effective way to reach customers.
  • 14 companies use podcasts as a key channel.

Source: the 2025 white paper Turning Stigma into Strategy, based on interviews with 63 entrepreneurs in sexual wellness and women's health, by Wellness Marketing Reports.

5.58% vs 1.69%

Click rates for email flows versus campaigns, a gap of more than 3 times.

Klaviyo 2026 email benchmarks

13x

Higher placed order rates for flows than for campaigns.

Klaviyo 2026 email benchmarks

Nearly 48%

Share of flow driven email revenue that comes from new buyers, versus 16% from campaigns.

Klaviyo 2026 email benchmarks

A Klaviyo agency for wellness brands that ads will not carry

If you are searching for a Klaviyo agency for wellness, the real question is whether the team understands your category's limits. Wellness Marketing Reports crafts newsletters and flows that nurture and re-engage both your shoppers and your business prospects, based on strategies already tested across censored health brands.

Every send is attributed. Wholesale is stripped out of the numbers. And because the business also runs B2B outreach, podcast placements and creator partnerships, email is built to catch the traffic those channels create. See how the Klaviyo agency work for wellness brands runs.

Email marketing for FemTech and sexual health, first

FemTech and sexual health brands are where email does the most work, so they come first here. Women's health buyers often research for weeks, compare options privately and need reassurance before they purchase. Sexual health and SexTech buyers want discretion and plain answers. Both are poorly served by the ads they are allowed to see.

Read the dedicated guides on email marketing for FemTech and email marketing for sexual health and SexTech brands, or go straight to the Klaviyo case studies.

How channels compare for censored wellness brands

Each channel below is judged on the same three criteria: whether censorship limits the message, what published or research evidence says about it, and the role it plays.

Channels for censored wellness brands, compared by Wellness Marketing Reports
ChannelCensorship limits on the messageEvidenceTypical role
Email and SMS (Klaviyo)Low. Subscribers opted in, so full product education is possible.Flows reach 5.58% click rates versus 1.69% for campaigns (Klaviyo 2026 benchmarks).Converts and retains the traffic every other channel creates.
Paid social and search adsHigh for bodies, hormones and sex.ROAS below 1.0 is the common outcome under medical censorship (2025 white paper).Limited; often a net loss for these categories.
Podcast placementsLow. Long form audio carries medical nuance.14 of 63 companies use podcasts as a key channel (2025 white paper).Builds trust and sends education ready listeners to the site.
Strategic partnershipsLow to moderate, depending on the partner.40%, or 25 of 63 companies, run partnerships as a core channel (2025 white paper).Borrowed audiences, referrals and wholesale conversations.

How Wellness Marketing Reports builds a Klaviyo program

  1. Audit the account

    Review current flows, segments, deliverability signals and how revenue is being attributed today.

  2. Match flows to category research

    Prioritize welcome, browse, cart, checkout and post purchase flows using what has worked across censored health brands.

  3. Write education first copy

    Carry the medical nuance that ad platforms strip out, in language that respects privacy and platform rules.

  4. Launch, segment and add SMS

    Send to engaged segments first, add campaigns on a steady cadence, and use discreet SMS for time sensitive moments.

  5. Attribute honestly

    Combine a post purchase survey with Shopify data and remove wholesale orders from email numbers.

  6. Report against revenue

    Show email beside other channels so scope decisions are made on data rather than opinion.

Results from censored wellness brands

These are Wellness Marketing Reports' own reported client results. Full detail is on the case studies page.

2.3% to 12.2%

Abandonment recovery rate in two months, after three other email agencies.

Wellness Marketing Reports email case study

127% above

Average open rate versus an industry average of 21%, across 41 campaigns weighted by recipients.

Wellness Marketing Reports email case study

28.3% to 63.4%

Year over year revenue growth for a sexual health device brand, before and during the partnership.

Wellness Marketing Reports 12 month case study

Common questions

What is wellness email marketing?

Wellness email marketing is the use of owned email and SMS to educate, convert and retain buyers of health and wellness products. For censored categories such as FemTech and sexual health, it matters more than usual, because the inbox is a channel the brand controls and ad platforms cannot rewrite or reject. Wellness Marketing Reports runs these programs in Klaviyo.

More in the FAQ: What is wellness email marketing?

Why does email matter more for censored health brands?

Email matters more because paid social and search often restrict what these brands can say about bodies, hormones and sex. In interviews with 63 founders, Wellness Marketing Reports found 78% name digital censorship as their number one growth inhibitor. Email and SMS reach people who opted in, so the brand can explain its product in full medical detail.

More in the FAQ: Why does email matter more for censored health brands?

What does a Klaviyo agency for wellness actually do?

A Klaviyo agency for wellness builds and runs your flows, campaigns, segments and SMS, then reports what they earn. At Wellness Marketing Reports that includes newsletters and flows that nurture both shoppers and business prospects, based on strategies tested across the category. Every send is attributed, and wholesale revenue is stripped out of the reported numbers.

More in the FAQ: What does a Klaviyo agency for wellness actually do?

How is email marketing for FemTech different?

Email marketing for FemTech leans on education, trust and privacy more than discount driven retail email. Buyers often research for weeks before purchasing a women’s health product. In the Wellness Marketing Reports interviews, 30% of companies cited educational content and trust building as the most effective way to reach customers, and email carries that education well.

More in the FAQ: How is email marketing for FemTech different?

How do you attribute revenue to email and SMS?

Wellness Marketing Reports attributes channel revenue using a post purchase survey plus Shopify data, and removes wholesale from email numbers. The survey captures what the buyer says influenced them, while Shopify confirms the order. Combining both gives a more honest view than relying on any single platform’s attribution window alone.

More in the FAQ: How do you attribute revenue to email and SMS?

How much does a Klaviyo agency for a wellness brand cost?

Wellness Marketing Reports does not publish fixed pricing. Scope is set after a conversation about your list, flows, SMS needs and other channels. Separately, the Klaviyo platform itself charges by contact count; Enchant Agency’s 2026 review reports it starts free for up to 250 contacts and reaches £2,300 monthly for 250,000 contacts on the email only plan.

More in the FAQ: How much does a Klaviyo agency for a wellness brand cost?

Want your email program to earn its keep?

Tell us your brand, store URL and email platform. We will reply with the questions that matter for your category.

Email Wellness Marketing Reports

Published by Wellness Marketing Reports