Background

Happy Tooth was founded with a simple mission: to create a better, cleaner toothpaste. After decades of seeing synthetic, abrasive formulas dominate the oral care aisle, dentist Dr. Hanks teamed up with his friend Jeremy to offer something different — a natural toothpaste that’s just as effective as traditional options but far safer for daily use. Loved by families, especially those with kids, Happy Tooth promotes happy, healthy smiles with ingredients that do good, not harm. As the brand grew, it needed to build a system that turned first-time buyers into loyal, recurring customers.

Approach

We implemented a purpose-driven email strategy focused on retention and customer education. Starting with a strong welcome series, we introduced subscribers to the founders’ story, the mission behind the brand, and the science-backed benefits of switching to natural toothpaste. Post-purchase flows were designed to reinforce product value while educating customers on long-term oral health — using friendly, trustworthy messaging that resonated with parents and health-conscious adults. We also introduced replenishment reminders and loyalty-driven content, encouraging timely reorders and deeper engagement with the brand.

Results

The result was a 66% increase in flow revenue, powered by flows that converted one-time buyers into ongoing customers. Replenishment emails drove consistent recurring revenue, while educational content strengthened trust and customer satisfaction. Happy Tooth’s email flows now act as a natural extension of its brand voice — simple, effective, and honest — helping to build a community of returning customers who care about what goes in their mouths.