By shifting from discount-driven emails to education-first storytelling, Medicine Mama rebuilt a healthier, more sustainable email ecosystem—driving consistent growth and record-breaking revenue months.

Moved beyond promotions: Transitioned from discount-heavy campaigns to value-led, educational content.
Rebuilt lifecycle flows: Reimagined and rebuilt core email automations to align with the brand’s new identity.
Delivered sustained growth: Achieved record-breaking revenue months in November 2024 and November 2025.

Free Audit

Get a Free Audit to Uncover What’s Fueling and Limiting Your Growth

We'll review your account, pinpoint what's driving results and what's holding you back, and give you a clear direction for scaling your growth.

What we found

Background

Medicine Mama is a women’s wellness and skincare brand focused on intimate care, vulvar health, and natural skincare solutions including balms, washes, sticks, and polishes. The brand’s philosophy centers on intentional formulations, body positivity, self-love, and open, stigma-free conversations about anatomy and women’s health.

‍
When Medicine Mama first partnered with Structured, the brand was in the midst of a full rebrand and looking to elevate the performance and sustainability of its email channel. While email was already a meaningful revenue driver, it relied heavily on frequent promotions—raising concerns about long-term list health and customer expectations.

Highlights

The Challenge

Medicine Mama faced two primary challenges:

Promotion-heavy campaigns: Most email campaigns relied on discounts, conditioning subscribers to expect a sale with nearly every send. The team was understandably hesitant to pull back, fearing negative customer response or revenue loss.
Under-optimized lifecycle flows: While core flows were in place, they were not fully optimized for performance, storytelling, or alignment with the brand’s evolving identity which left meaningful revenue and relationship-building opportunities untapped.

Outcome

Structured partnered closely with Medicine Mama to reset the foundation of their email strategy.

Campaigns were reoriented to lead with education, storytelling, and value, without relying on discounts.
Lifecycle flows were rebuilt from the ground up to support long-term engagement and revenue.
Email creative was fully aligned with the new brand identity, resulting in a cohesive, elevated customer experience.
‍

After a short adjustment period, revenue rebounded to previous levels and continued to climb month over month which culminated in the brand’s highest-revenue months ever in November 2024 and November 2025.

No items found.

Building on this made the next step easy

The Structured Approach

We fundamentally shifted how Medicine Mama showed up in subscribers’ inboxes:

Transitioned from frequent promotional sends to monthly, high-impact campaigns
Introduced education-led storytelling, including standout themes like “What You Wish You Learned in Health Class”
Prioritized empowerment, community, and trust-building over urgency
Reinforced brand authority through awards, press mentions, and social proof
Used promotions selectively—ensuring discounts felt intentional, not expected

This approach strengthened engagement while reducing reliance on margin-eroding incentives.
‍

Lifecycle Flows: Rebuilt for Scale and Sustainability

We made the deliberate decision to pause all existing flows and rebuild from scratch.

Expanded from a limited set of automations to 17 fully built and optimized flows
Reframed flows to educate, nurture, and guide customers—not just convert

Aligned messaging and design with the refreshed brand identity

Closing thoughts

Medicine Mama’s success illustrates what’s possible when brands move beyond promotion-heavy email strategies and invest in education-first communication.

By entertaining, educating, and empowering subscribers, the brand strengthened loyalty, elevated perceived product value, and reduced dependency on discounts—all while driving meaningful, sustained revenue growth. This approach not only protects margins but creates a healthier, more durable customer relationship that supports long-term brand growth.

Ready to turn insights into impact?

Let's Build Your Strategy

Stir Up Your Next Big Win