cpap.com Doubles Conversion Rates and Lifts Engagement Across Every Channel

/ABOUT CPAP.COM

Industry

Medical Devices / DTC Healthcare

Story

cpap.com is a direct-to-consumer sleep therapy retailer that has helped over 2.3 million people access CPAP machines, masks, and accessories since 1999.

The Challenge

Despite a large and motivated customer base, cpap.com’s lifecycle marketing programs were not driving strong repeat engagement. Overreliance on promotional messaging limited relationship-building, and send timing often missed key readiness moments in the patient journey.

Mandatory prescription uploads also introduced friction at checkout, leading to a high rate of abandoned carts and one-time purchases rather than recurring revenue over time.

To unlock lifetime value, cpap.com needed a more strategic lifecycle foundation, one that supported patients through onboarding, ongoing use, replenishment, and long-term compliance.

The Execution

Avenue Z migrated cpap.com’s email and SMS programs from Magento to Klaviyo, creating a single system for segmentation, automation, deliverability, and cross-channel coordination.
We shifted communication toward educational and evergreen content that builds trust, confidence, and expertise., not just transactions.

Lifecycle automations were expanded across abandoned carts, re-engagement, prescription reminders, and product usage cycles. On-site capture forms and incentive frameworks were also optimized to grow the active subscriber base and convert more first-touch visitors into long-term patients.

SMS Subscriber Growth

Increase in Cart Saves

Email Engagement Lift

Performance Driven by Iteration, Not One-Off Wins

The Klaviyo migration laid the foundation: ongoing testing sustained the gains. Subject line refinement, segmentation adjustments, and incremental design updates drove compounding improvements across both engagement and conversion.

Messaging shifted from transactional to supportive, meeting patients at key care moments and reinforcing cpap.com’s role as a long-term partner in sleep health.

From First Purchase to Sustained Therapy Support

By aligning lifecycle messaging with real user behavior and compliance needs, cpap.com strengthened relationships with patients beyond the point of sale.

Email and SMS now consistently reinforce confidence, reduce friction, and support better treatment continuity.

Sleep therapy is a journey. CPAP.com now shows up for every step.

“I was impressed at the start of our partnership, and I continue to be impressed today.”
— Katelin Stewart, Marketing Manager, cpap.com

Results That Span Both Care and Commerce

cpap.com now sees stronger retention across recurring supply purchases, supported by onboarding and patient education that encourages long-term therapy success. Improved deliverability and segmentation ensure messages reach the right patients at the right moments, allowing lifecycle marketing to function as a steady, sustainable revenue engine, not just a sales driver.