Consumers
Discreet welcome series
Plain subject lines, clear explanations of how the product works and how orders ship, and answers to questions people rarely ask out loud.
Sexual health and SexTech
Email marketing for sexual health and SexTech brands
Email marketing works for sexual health and SexTech brands because it reaches people who chose to hear from you, in a channel no ad reviewer controls.
Last updated: November 2026
Does email marketing work for sexual health brands?
Yes, and it often carries more weight than ads. For a patented sexual health device brand, Wellness Marketing Reports reported year over year revenue growth rising from 28.3% to 63.4% in the first full year of partnership, with Klaviyo newsletters and Klaviyo flows among the revenue channels, alongside wholesale, doctor recommendations and podcasts.
What makes sexual health email different
Sexual health products face the strictest ad rules of any wellness category. The Wellness Marketing Reports white paper found that traditional digital ads under medical censorship commonly return a ROAS below 1.0, which is a net loss. That pushes growth toward owned and earned channels: email, SMS, podcasts, partnerships and doctor recommendations.
Email in this category has two jobs. It has to speak plainly and respectfully to consumers who value privacy, and it has to support the professional side of the business, where doctors and clinics consider recommending or wholesaling a product. The same Klaviyo account can do both when segments are kept separate.
Example: a sexual health device brand
+28.3%
Year over year growth in the year before the partnership (March 2024 to February 2025).
Wellness Marketing Reports case study
+63.4%
Year over year growth in the first full year of partnership (March 2025 to February 2026).
Wellness Marketing Reports case study
2.24x
Acceleration in year over year revenue growth compared with the previous year.
Wellness Marketing Reports case study
Revenue was attributed to the channels managed using a post purchase survey plus Shopify data. See the full story on the case studies page.
Example flows for sexual health and SexTech
Consumers
Cart and checkout recovery
Respectful reminders that address hesitation rather than pushing urgency, with the detail kept in email rather than SMS.
Professionals
Doctor and clinic follow up
Nurture for interested doctors and clinics after outreach, covering affiliate and wholesale options and supporting booked sales calls.
Earned traffic
Podcast listener welcome
A path for listeners who arrive from a founder interview, continuing the conversation they heard on air.
Getting started with sexual health email
Separate consumer and professional segments
Each audience gets its own flows, tone and reporting.
Review subject lines and SMS for discretion
Assume messages appear on shared screens.
Rebuild recovery flows
Cart and checkout abandonment are usually the fastest wins.
Remove wholesale from email numbers
Keep direct to consumer results readable and honest.
Part of the guide to wellness email marketing for FemTech and sexual health brands. Also see email marketing for FemTech.
Common questions
Does email marketing work for sexual health and SexTech brands?
Yes. For a patented sexual health device brand, Wellness Marketing Reports reported year over year revenue growth that rose from 28.3% to 63.4% in the first full year of partnership, with Klaviyo newsletters and flows among the revenue channels shown. Email lets these brands speak plainly to people who chose to hear from them.
More in the FAQ: Does email marketing work for sexual health and SexTech brands?Is email better than paid ads for censored wellness brands?
For many censored brands, yes. The Wellness Marketing Reports white paper found traditional digital ads under medical censorship commonly return a ROAS below 1.0, which is a net loss. Email is not a replacement for acquisition, but it turns visitors from podcasts, search, partners and creators into buyers without platform restrictions.
More in the FAQ: Is email better than paid ads for censored wellness brands?Can Klaviyo be used to nurture doctors, clinics and wholesale buyers?
Yes. Wellness Marketing Reports writes flows that nurture business prospects as well as shoppers. For medical device and FemTech brands, that can mean following up with interested doctors and clinics after outreach. Because wholesale orders can inflate email results, wholesale is removed from email reporting so direct to consumer performance stays readable.
More in the FAQ: Can Klaviyo be used to nurture doctors, clinics and wholesale buyers?Why remove wholesale revenue from email reporting?
Wholesale orders are large and irregular, so they can make email look far stronger or weaker than it really is. Removing them leaves direct to consumer orders that email actually influenced. In the Wellness Marketing Reports email case study, orders rose versus the prior year with wholesale removed, so the comparison reflects real shopper behavior.
More in the FAQ: Why remove wholesale revenue from email reporting?How should SMS be worded for a sensitive product?
Keep texts discreet, because messages appear on lock screens and shared devices. Use the brand name and a plain purpose such as an order update or a reminder, and save product detail for the linked page or email. Always honor opt out requests and keep consent records for every subscriber.
More in the FAQ: How should SMS be worded for a sensitive product?Why are our wellness emails going to spam?
Spam placement usually comes from authentication gaps, sending to unengaged contacts or sudden volume jumps, though some sensitive words can add risk. Start by checking domain authentication, suppressing long inactive contacts and sending to engaged segments first. An audit of your Klaviyo account can pinpoint which of these applies.
More in the FAQ: Why are our wellness emails going to spam?Running a sexual health or SexTech brand?
Tell us your brand, store URL and email platform. We will reply with the questions that matter for your category.