Klaviyo and Meta for
supplement brands.

The day 31 problem

A customer buys a 30-day bottle. On day 30 it is empty. Most supplement brands send their first "time to restock" email on day 30 or later, and many send nothing until a generic win-back at day 60.

By day 31 the customer has missed a dose. The habit breaks. They either stop taking it, or they open Amazon and buy whichever brand ranks first. You paid Meta to acquire that customer, and the second order, the one that makes the acquisition profitable, went somewhere else.

The fix is not more email. It is email on the right day for each product. In supplements you can predict, almost to the day, when a customer needs to buy again. So timing is the first thing we fix.

Reorder timing by supply size

We set reminder dates from the real supply length, not the bottle count. A 60-count bottle at two capsules a day lasts 30 days. A 90-count at three a day also lasts 30. A powder with 45 scoops at one a day lasts about six weeks. Getting this wrong is the most common mistake we find in supplement accounts, because the flow was built once around "30 days" and never checked against the label.

We store a days-of-supply value for every SKU in the Klaviyo catalog, multiply it by the quantity on the order, and write an expected run-out date to the customer profile. Every reminder keys off that date. A customer who buys two bottles gets reminded at day 50, not day 21.

These are starting points. After 60 days of data we move each step to the brand's own median days between first and second order, per product. A sleep aid used only on bad nights has a much flatter reorder curve than a daily multivitamin.

Three content rules for reminder emails in this category:

• Lead with the run-out date, not a discount. "You have about a week left" is the message. Customers who were going to reorder anyway do not need 15% off, so the first touch protects margin.
• Offer the switch to subscription in the second touch. The customer has now felt the inconvenience of running low. That is when a subscription sounds useful rather than pushy.
• Suppress anyone who already reordered, including through a subscription that started after the first order. Reminding a subscriber to reorder is the fastest way to earn a spam complaint.

The 30/60/90 day reorder window

We read a supplement customer's life in three windows after the first order.

Day 0 to 30: the second order decides everything

The post-purchase flow does two jobs here. It teaches the customer how and when to take the product, because people who take it wrong feel nothing and do not come back. And it sets expectations: if an ingredient takes weeks of daily use before most people notice anything, say so in week one. A customer who expects a change on day three and feels none is a customer who will not reorder.

Day 30 to 60: habit or churn

A customer who reorders inside this window is building a habit. We move them toward a subscription and a larger supply size. A customer who has not reordered by the end of their supply gets the last-call email, then a short check-in asking what got in the way: price, taste, swallowing pills, no noticeable effect. Each answer routes to a different follow-up, from a smaller size to a different format such as gummies or powder.

Day 60 to 90 and beyond: win-back

Past roughly two supply lengths, a customer is lapsed. The win-back flow changes the offer and the angle. We lead with what is new: a reformulation, a new flavor, third-party test results, or a bundle that pairs their product with one that is commonly taken alongside it. Discounts come last, and only for customers whose first order was full price.

Recharge and Klaviyo: who sends what

The case study above was built on Recharge and Klaviyo working as one system. The common failure is two systems sending overlapping messages, so a subscriber gets a Recharge "upcoming charge" notice and a Klaviyo "time to restock" email on the same day.

Our split:

• Recharge sends account and billing messages: the upcoming charge notice, payment confirmations, failed card alerts and address changes.
• Klaviyo sends everything persuasive: the subscription welcome series, education, cross-sell, the cancellation save flow, and win-back.
• Recharge events sync into Klaviyo, so a subscription started, skipped or cancelled triggers or exits the right Klaviyo flow.

Three flows carry most of the subscription revenue:

1. Upcoming charge with options. Three days before a charge, a Klaviyo email offers to add a second product to this shipment, swap flavors, or push the date back. A customer who can delay will often stay. A customer who can only cancel will cancel.
2. Cancellation save. When someone cancels, the reason they pick in Recharge decides the follow-up. "Too much product" gets a lower frequency. "Too expensive" gets a larger size at a lower per-day cost. "Did not work" gets a straight answer about how long the ingredient takes, not a coupon.
3. Cancelled subscriber win-back. At 14 and 45 days after a cancellation, two emails. A lapsed subscriber already knows the product, so these lead with what changed since they left, not with a cold pitch.

One-time buyers who reorder twice without subscribing get their own path: a one-click offer to convert their next order into a subscription at the same price they just paid.

Claims in email and ads: what you can say

Every subject line, SMS and ad is advertising. The same rules that govern your label govern your flows.

Structure/function, not disease. The FDA allows a supplement to describe how a nutrient or ingredient affects the structure or function of the body, such as "supports restful sleep." It does not allow claims that the product treats a disease, such as "treats insomnia." A label that carries a structure/function claim must also carry the FDA disclaimer, and the company must notify the FDA no later than 30 days after first marketing the product with that claim (FDA, notifications for structure/function claims). When an email repeats the claim, we carry the disclaimer in its footer too.

Substantiation. The FTC's Health Products Compliance Guidance says health benefit claims will generally need randomized, controlled human clinical testing behind them. A study on the ingredient at a different dose does not cover your product.

Testimonials are your claims. The same FTC guidance says testimonials that report results more dramatic than users can generally expect are likely to be deceptive, and that a "results not typical" note does not cure it. This matters in Klaviyo because review blocks often pull the newest five-star reviews automatically. We filter review feeds for disease words (anxiety, diabetes, cure, arthritis, cancer) and for dramatic outcomes before any review appears in a flow.

In practice, we build a claim library with your regulatory counsel before writing the first flow: approved phrases, banned phrases, and the evidence behind each approved one. Copywriters work from that list. It makes every later review faster.

Meta ad policy for supplements

Supplement ads are reviewed under Meta's health and wellness ad standards. The rules shift, so we check the current policy before each new angle rather than relying on what passed last quarter. What gets supplement ads rejected most often in our accounts:

• Before and after images, including split screens and "day 1 vs day 30" framing.
• Copy that names the viewer's condition, such as "Struggling with bloating?" or "Tired of feeling tired?". Meta reads these as asserting a personal health attribute.
• Language that makes people feel bad about their body to sell a weight or appearance outcome.
• Disease and cure language, which fails both Meta review and FDA rules.

Repeated rejections can restrict an ad account, so we screen every creative against a checklist before it goes into review. The angles that pass and still sell in this category:

• The ritual. Morning stack videos, where the product sits next to coffee and a glass of water. Routine is the product.
• Proof of quality. Third-party test certificates, sourcing, and what is not in the capsule.
• Format and taste. Gummy versus capsule versus powder, and a real person tasting it. Pill size and taste are real reasons people stop, and an ad that answers them removes the objection early.
• The founder's reason. Why the formula exists, told without health promises.

We judge Meta on new-customer acquisition cost against expected reorders, not platform ROAS alone.

SMS consent for supplement brands

SMS works well for the second touch in the reorder sequence, because "You have about 5 days left" is short and timely. It is also the channel with the most legal exposure.

• Collect SMS consent separately from email. Klaviyo's own guide to SMS consent says consent must be collected separately from other channels, cannot be a condition of purchase, and needs disclosure language placed where people see it before they opt in.
• Treat refill reminders as marketing. A Recharge charge notice is account information. A "time to restock" text to a one-time buyer is marketing, and US marketing texts need prior express written consent under the TCPA.
• Respect quiet hours. Several US states restrict the hours you can text. We send by the subscriber's local time zone, never by the brand's.
• No health details in texts. A lock-screen preview that says "Your fertility support is running low" is a privacy problem. We keep product names generic in SMS.

Product page CRO for supplements

Before we spend more on Meta, we check the page the traffic lands on. Supplement shoppers compare on a few specific things:

• Cost per day, not per bottle. Show it under each supply size so the 90-day option reads as the better deal it is.
• Subscribe and save, with the terms in plain view. State the discount, the frequency and how to cancel next to the button. Hidden terms raise cancellations later.
• The Supplement Facts panel as readable text, not only an image. Shoppers check doses against what they already take.
• How to take it. Dose, timing and with or without food, above the fold on mobile.
• Third-party testing with a link to the certificate, close to the price.

What we report every month

Email and SMS share of revenue, second-order rate by product and supply size, subscription churn by month of tenure, and Meta acquisition cost against 90-day customer value. Sorted has worked with 100+ D2C brands that did $425M in Shopify revenue in 2025, with a 100% US-trained team working US hours. Agencies with supplement clients can have us deliver it under their brand: see white-label for agencies. For other categories, see all industries.