For supplement, DTC health & beauty, and lifestyle commerce brands already paying for traffic. I rebuild backend email systems against contribution margin, not open rates.
The pattern is consistent. Acquisition gets sophisticated long before the backend does. More creatives, more campaigns, more spend — while the email infrastructure that should be capitalising on that traffic stays politely in place. Revenue leaks, quietly, every day.
When email is structured correctly, it should drive 25 – 40% of total revenue in a paid-traffic business. If it doesn't, something is structurally broken — and scaling acquisition only makes that fracture more expensive.
Welcome, abandon-cart, post-purchase — most ran for the first launch and quietly stopped earning their keep.
Sends arrive on a content calendar instead of an offer architecture. Email becomes noise; never a system.
Resends, segmentation, and offer order are improvised. Margin disappears between sends.
Open rate dashboards. No contribution-margin view. The team can't see what email is actually paying for.
No "send more emails." Proper dynamic dashboard built on conversions and revenue. The method is small, sequential, and stubbornly economic.
A line-by-line read of flows, campaigns, segmentation, and offer sequencing. We map where the money is escaping — abandon cart, lifecycle gaps, weak resend logic, mistimed promotions.
Reconstruct lifecycle flows and campaign architecture around contribution margin — not vanity metrics. Welcome, post-purchase, replenishment, lapsed, win-back, and a campaign system that ties to the actual offer stack.
Iterate weekly against AOV, LTV, conversion, and email's share of revenue. The backend stops being a project and starts behaving like infrastructure — quiet, predictable, paying you back on every traffic dollar.
The diagnostic finds where the money is leaking. The build closes the leaks. The retainer compounds the lift. We take on a small number of brands at a time and prefer founders who care about economics, not aesthetics.
A paid revenue-leak diagnosis. Async-led.
For founders who suspect their email backend is leaking but want a clear-eyed read before committing to a rebuild. One 30-minute intake call with the principal, then a written diagnosis delivered within five to seven business days — flow gaps, sequencing failures, attribution blind spots, and the specific fixes that would move contribution margin first. Includes a recorded Loom walkthrough and one round of follow-up questions by email.
Done for you. End-to-end.
For brands with traffic but no real backend system. Engagements are scoped to one program at a time — a docuseries launch rewrite, a backend rebuild, a lifecycle reset — and built to drop into your existing infrastructure. Reporting layer included so you can see what the build is producing.
The Operator's Retainer
For founders past the first traffic phase, paying for clicks that should be earning more on the way out. The retainer is the backend, run as a system: campaign architecture, sequencing, offer placement, and the decision layer that compounds month over month. No content calendars. No "more sends." Just the infrastructure earning its keep.
Usually within the first ninety days. The figures below are drawn from rebuilds completed inside the practice. Brand names are private under engagement agreements.
Generated from one product launch sequence
Five-email launch architecture to a warm list of ~13,500 subscribers. Curiosity → reveal → scarcity → objection → segmented close. Zero paid traffic. Anonymized supplement brand.
View case study →Revenue lift from a single rewritten send
Same list. Same product. Same segments. Subject line and body copy rewritten — opens, clicks, and revenue moved together. Affiliate health & wellness publisher.
View case study →Average revenue lift across seven rewrites
Seven affiliate email swipes rewritten across blood pressure, blood sugar, cognitive, longevity, and joint categories. Same lists, same offers, same segments — only the copy changed. Average click lift +57%.
View case study →Monthly email revenue, in five months
Active openers list rebuilt from 21,922 to a 49,005 peak. Revenue per subscriber moved from $0.51 to $1.45. Monthly revenue increased to $48,771 — a category I built and ran from scratch for the brand. Full-year plus operator engagement.
View case study →"Katerina is the secret weapon behind some of the biggest brands in health and wellness. She doesn't just 'manage' email lists — she turns them into serious revenue engines. If you get a chance to work with her, do it before your competitors figure out how she makes it look so easy."Craig Ballantyne Creator of Turbulence Training · Author, The Perfect Day Formula
"Katerina has this ability to dive deep into your email list, your offers, and your customer experience — and pull out the gold you didn't even know was there. She crafts messaging that actually converts, not just sounds nice."Isa Herrera Founder, Pelvic Pain Relief
Brand names and product names withheld under engagement agreement. Anonymized data shared for evaluation purposes only. Do not distribute without permission.
An introduction.
Katerina Kavouklis founded Allegra Strategy in 2010 after a stint at a New York Stock Exchange brokerage and the early online-marketing division of Kaplan University. Her first health and wellness engagement — with Dr. Al Sears — set the pattern: deep operator work on lists that needed to pay for the traffic in front of them.
Since then she has rebuilt backend email systems for multiple seven- and eight-figure brands in the supplement, functional-wellness, and direct-response health categories. Operator-led. By application. Contribution margin over vanity metrics, every time.
The diagnostic is the cleanest entry point for founders who want a clear-eyed read before committing. The done-for-you build is for brands that need the system in place. The retainer is for ongoing engagements once the backend is earning its keep. Choose which door fits you best.
The questions worth answering before either of us spend an hour on a call.
The cleanest way in is a written note. A short, candid line about what your backend is doing and what you would like it to do. I respond within one business day, Monday through Thursday.
By application — a small number of brands taken on each quarter.