How Needle helped Heliotrope achieve 6× ROI on evergreen email campaigns

Beauty

•

USA

Heliotrope SF is a San Francisco-based clean skincare brand that's earned a devoted local following through simple, high-quality formulas for everyday use. Founded by JP, the brand had strong product-market fit but couldn't translate that success into scalable online sales. JP faced a critical challenge: how to grow revenue sustainably without getting trapped in the cycle of inconsistent campaigns and disappointing returns.

“It's like having a full marketing team in one tab. And if something doesn't work, Needle pivots fast.”

Jonathan Plotzker-Kelly

Founder, Heliotrope

Before Needle

JP handled all of Heliotrope’s email marketing himself: juggling product launches, customer service, and store operations on top of it.

Email sends were sporadic, often taking 2–4 hours each to create, and brought in only modest returns despite offering discounts.

After several failed ad experiments, JP was understandably cautious about investing in yet another marketing partner.

What Needle did

Needle's platform analyzed Heliotrope's Klaviyo account and recommended high-impact automations to focus on revenue-driving flows. The system identified underperforming Meta ads and reallocated budget to high-return email strategies, introducing capital discipline automatically.

Needle's evergreen content system automated recurring campaigns, reducing JP's workload from hours to minutes per send.

Results

The transformation was immediate. Evergreen campaigns began generating 6× ROI, while seasonal promotions reached up to 17× ROI. JP’s time investment dropped by over 90%, from hours per send to just five minutes, freeing him to focus on running his business.

Across the first 9 months of partnership, Heliotrope’s evergreen campaigns consistently outperformed one-off promotions, proving that a disciplined, automated email system could deliver lasting growth.

Before
Up to 4 hours per email

After
5 minutes per email