Introduction: Meet Allvital

For more than 20 years, Allvital has specialised in developing and distributing high-quality food supplements across the DACH region (Germany, Austria, and Switzerland). Based in the Netherlands, the company has built its reputation on balanced composition, complex formulation, and uncompromising quality.

What sets Allvital apart is their approach to synergy—formulating products where every ingredient complements the others for optimal effectiveness. All products are developed in-house and manufactured by certified companies in the EU, free from preservatives, colourings, and artificial additives.

Operating both B2C and B2B channels, Allvital serves health-conscious consumers and business partners across German-speaking markets who value evidence-based nutrition and environmental responsibility.

Background: Growth Challenges in a Technical Transition

In early 2024, Allvital was experiencing slowing growth in both their B2C and B2B markets in Germany due to ongoing technical changes to their platform. The company needed strategic marketing support that could navigate DACH cultural and language nuances whilst identifying quick-win opportunities to maintain momentum during the transition period.

The Challenge: Limited Email Automation Across Segments

When I began working with Allvital in April 2024, their email automation infrastructure was minimal:

• B2C flows: Only order confirmation and abandoned cart emails
• B2B flows: No dedicated automated flows
• Market coverage: Inconsistent implementation across different language markets and audience groups

Whilst email automation wasn’t the biggest challenge, I identified it as a high-impact, low-risk opportunity to boost sales during the technical transition—particularly given the untapped potential in the B2B segment.

The Solution: Strategic Flow Expansion with B2B Focus

My approach centred on building a comprehensive automated email system that recognised the fundamental differences between B2C and B2B customer behaviour:

Phase 1 (April-May 2024): Foundation

• Updated existing flows (order confirmation, abandoned cart) for consistency
• Rolled out consistent automation across all markets, languages, and audience groups
• Ensured B2B customers received the same foundational touchpoints as B2C

Phase 2 (June 2024): Strategic Expansion

• Added five new flow types:
  • Product review request emails
  • Birthday celebration flows
  • Replenishment reminders
  • Back in stock notifications
  • Welcome series enhancements

The strategy focused on low-cost, high-impact touchpoints that aligned with natural customer lifecycle moments. Rather than treating B2B as an afterthought, I built these flows with segment-specific triggers and messaging from the start.

The Discovery: B2B Customers Behave Completely Differently

As the flows matured through 2024 and into 2025, the performance data revealed something unexpected: B2C and B2B customers respond to fundamentally opposite types of email automation.

B2C Performance (2025):

• Top performers: Welcome emails (34.8% of B2C flow revenue), Abandoned Cart (22.1%)
• Pattern: 64% of flow revenue came from pre-purchase touchpoints (acquisition-focused)
• Customer behaviour: Browsing, discovering, being convinced to buy

B2B Performance (2025):

• Top performer: Review request emails (53.4% of all B2B flow revenue)
• Pattern: 79% of flow revenue came from post-purchase touchpoints (retention-focused)
• Customer behaviour: Repeat ordering, relationship-building, lifecycle engagement

The standout finding: Review request emails generated €81,477 in B2B revenue—more than half of all B2B automated email revenue. This single flow type outperformed every other automation combined.

Results: Exceptional Email Automation ROI Across Segments

Overall Email Automation ROI (2025):

• Total investment: €5,508 (platform costs + setup and maintenance labour)
• Return on investment: 70x (€70 generated for every €1 invested)
• Contribution to business revenue: 7.7% of total company revenue running on autopilot
• Maintenance requirement: Just 1 hour per month after initial setup

Flow Performance at a Glance:

1. Review Request Emails (The Game-Changer)

Review request emails generated 27.5% of all automated flow revenue across both segments, but their real power emerged in B2B performance. These emails accounted for 53.4% of B2B flow revenue compared to just 11.7% in B2C—meaning B2B customers were 2.95x more responsive to review invitations. This single flow type became the dominant revenue driver for the B2B segment.

2. Abandoned Cart Emails (Exceptional Execution)

Abandoned cart emails contributed 19.4% of total flow revenue whilst achieving a 20% placed order rate—the percentage of recipients who completed their purchase after receiving the email. This performance was 6x above the industry benchmark of 3.33%, demonstrating exceptional execution in timing, messaging, and offer strategy.

3. Welcome Emails (B2C Powerhouse)

Welcome emails generated 21.6% of total flow revenue, but the distribution revealed stark segment differences. In B2C, welcome emails dominated at 34.8% of all flow revenue, whilst in B2B they contributed only 2.4%. This dramatic contrast illustrates how B2C customers respond to acquisition-focused touchpoints whilst B2B customers prioritise relationship-building flows.

4. Supporting Flows

The remaining flows contributed steadily to overall performance: Order Confirmation emails generated 12.1% of flow revenue, Replenishment reminders accounted for 11.5%, Back in Stock notifications brought in 5.0%, and Birthday celebration emails contributed 0.7%. Each played a role in the comprehensive automation strategy.

The Strategic Insight: Different Segments, Different Strategies

Most e-commerce brands apply the same email automation playbook to both B2C and B2B customers. This data proves that’s a costly mistake:

B2C customers need strong acquisition-focused flows:

• Welcome series to convert new subscribers (34.8% of B2C flow revenue)
• Abandoned cart recovery to capture hesitant buyers (22.1%)
• Browsing triggers and promotional flows (combined 64% from pre-purchase touchpoints)

B2B customers need retention-focused flows:

• Review requests to maintain engagement (53.4% of B2B flow revenue)
• Replenishment reminders for repeat purchases (10.4%)
• Post-purchase touchpoints that build relationships (combined 79% from post-purchase flows)

For Allvital’s business, where B2B customers are primarily medical professionals making regular, considered purchases, the product review invitation email isn’t about collecting testimonials—it’s about staying top-of-mind during the natural repurchase cycle whilst giving these professionals a platform to showcase their expertise. Medical professionals value the opportunity to share their knowledge and experience, positioning themselves as subject matter experts in natural remedies. This transforms the review request from a simple feedback mechanism into a relationship-building touchpoint that serves both the customer’s professional reputation and Allvital’s sales cycle.

The 4-percentage-point difference in flow contribution rates between B2B (10.7% of total revenue) and B2C (6.6% of total revenue) demonstrates that B2B customers are significantly more responsive to email automation when the strategy is built around their actual behaviour patterns.

Conclusion: Continuous Testing and Optimization

Today, Allvital continues to run these seven automated flows across all markets and segments, generating consistent revenue with minimal ongoing effort. The team continues to test and innovate based on performance data, refining the flows each year as we learn more about customer behaviour patterns.

The 70x email automation ROI was achieved not through complex technology or massive investment, but through understanding one fundamental principle: B2C and B2B customers follow opposite journeys, and your email automation strategy must reflect that difference.

Key Takeaway for E-Commerce Brands:

Testing isn’t just for paid advertising—it’s essential for email automation too. More importantly, what works for B2C won’t work for B2B, and treating both segments the same leaves significant revenue on the table.

If your business serves both B2C and B2B customers, the question isn’t whether you’re doing email automation—it’s whether you’re doing it differently for each segment based on their actual behaviour, not your assumptions.

The email automation revenue impact at Allvital proves that with proper segmentation, strategic flow selection, and behaviour-based triggers, automated emails can deliver returns that far exceed traditional paid advertising—whilst requiring a fraction of the ongoing investment.

Want to uncover similar opportunities in your email automation strategy? Let’s talk about what your data might be revealing about your customer segments.

Niki Harrold | Performance Marketing Strategy | DACH Markets Specialist