In the world of maternal healthcare, Aeroflow Breastpumps does something most ecommerce brands don’t: they make breast pumps accessible through insurance — and they make the process feel human.
As a division of Aeroflow Healthcare, their model is built on removing complexity for new and expectant mothers. From insurance verification to product selection, the experience is supposed to feel seamless.
But their email marketing didn’t reflect that.
While the team handled customer service with care and precision, the inbox experience felt like an afterthought — fragmented, unclear, and underutilized. It wasn’t guiding mothers. It wasn’t addressing concerns. It wasn’t matching the trust they’d already earned.
That’s where we came in.
Our goal: build an email marketing system that supports, educates, and converts — while reinforcing the values that make Aeroflow special.
The Challenge: Support + Simplicity = Trust
Aeroflow needed more than a few new flows. They needed a strategy that could:
- Help mothers navigate the insurance qualification process
- Build confidence around product decisions
- Support different motherhood stages — expectant, working, postpartum
- Drive revenue without losing humanity
The audience was diverse, emotional, and time-starved. Emails couldn’t just “remind” or “nudge.” They had to teach, guide, and reassure — especially when customers were juggling babies, fatigue, and paperwork.
Understanding Aeroflow’s Mission (and the Mothers They Serve)
Before we wrote a single word or built a flow, we immersed ourselves in Aeroflow’s brand, tone, and purpose.
Their north star?
“To increase the instance of breastfeeding nationally by providing the best equipment and supplies for all moms.”
That mission had to come through in every sequence. Every subject line. Every CTA.
Their customer base is broad — but they all need clarity:
- First-time moms overwhelmed by insurance
- Working moms hunting for quiet, portable solutions
- New moms who just want one less thing to figure out
- Women navigating recovery who aren’t sure what support exists
This wasn’t about email metrics. This was about making life easier for moms — and turning email into a channel that delivered both revenue and relief.
With that, we mapped out a system of 7 optimized flows — 34 emails in total — designed to meet each segment where they were, and move them confidently to the next step.
Welcome Flow: Guiding New Moms from Confusion to Confidence
The original welcome sequence was doing the bare minimum: say hi, introduce a few products, and hope for the best.
But when your audience is made up of overwhelmed, possibly sleep-deprived, first-time moms who are trying to decode insurance language… a templated welcome just won’t cut it.
So we started over.
We designed a full 8-email welcome flow — not to “sell” immediately, but to educate, calm, and walk each mother through what to expect. From how insurance actually works to how to choose the right pump, every email was built to remove guesswork and add clarity.
The Welcome Sequence: Making Space for Clarity (and Relief)
When you’re expecting a baby, the last thing you want is confusion. Especially when you’re trying to figure out if insurance covers something as essential as a breast pump. So we built Aeroflow’s welcome flow to feel less like a series of marketing emails — and more like a calm, supportive voice saying: “You’ve got this. We’ll walk with you.”
1. Welcome + Insurance Overview
We start with a warm, plainspoken intro: who Aeroflow is, how they help, and what to expect from the insurance process — no dense forms or industry jargon, just a clear path forward.
2. Our Mission
This isn’t a corporate mission statement. It’s a real message about why Aeroflow exists: to make breastfeeding more accessible, supported, and less stressful for every mom.
3. Understanding Breast Pumps
We break down the options — wearable, hospital-grade, hands-free — but not like a product brochure. We explain what each one feels like to use, what kind of mom it might suit best, and what matters when you’re half-asleep at 2 a.m.
4. Insurance Coverage Explained
This is often the source of the most confusion. So we slow it down and explain what insurance typically covers, what it might not, and how Aeroflow simplifies all the paperwork in the background.
5. Customer Stories
No one wants to be “sold” on something this personal. So we stepped aside and let real moms do the talking. Their stories build trust in ways no product description ever could.
6. Beyond Pumps
We introduce accessories and postpartum care items — not as “upsells,” but as thoughtful extensions of what moms may not know they’ll need until they need it.
7. Meet the Team
There’s something powerful about seeing names and faces. We introduce the support team — especially the lactation consultants — so moms know there’s a real person they can turn to with questions.
8. Next Steps
We close the sequence by making it easy to take action — whether it’s checking coverage, picking a pump, or just asking for help.
Why This Flow Works
This isn’t just a sales funnel — it’s a safety net. These emails meet the customer where she’s at: unsure, busy, curious, overwhelmed. And it moves her forward without pressure.
Every email was layered with product education and real-life context:
- The Willow Go Wearable Breast Pump was positioned as a discreet, on-the-go option for working moms.
- The Spectra S1 Plus was positioned for moms who want hospital-grade power and a simple routine.
Each product had a purpose. And the emails helped mothers find the one that fit theirs.
Abandonment Flows: Addressing Hesitation with Education
For most ecommerce brands, abandonment flows are where the sales pressure kicks in.
But for Aeroflow? That wouldn’t work. This isn’t cart urgency or “don’t miss out” hype. It’s moms comparing options, checking insurance, or just getting distracted while holding a baby.
So instead of pushing, we leaned into reassurance and education. We wrote every abandonment email with one goal in mind: help her feel more confident in taking the next step.
Site Abandonment Flow (2 Emails)
These went out to visitors who browsed the site but didn’t start the qualification process.
- Simplifying Breast Pump Insurance Coverage
Clarified what most moms were wondering: “How does this actually work?” We positioned Aeroflow as the team that handles the paperwork so she can focus on everything else. - Finding Your Perfect Pump
A visual product guide. We showed a range of pumps — from high-end options like the Willow Go ($349.99) to more affordable choices like the Lansinoh Thrive ($159.99) — and explained the benefits of each.
This flow wasn’t about urgency. It was about trust.
Browse Abandonment Flow (3 Emails)
When someone spent time looking at a specific breast pump but didn’t take the next step, we knew it wasn’t a no—it was a pause. So we met them there, with precision and reassurance.
1. Product-Specific Education
If they’d been eyeing the Elvie Stride, we leaned into what made it special: app-controlled convenience, quiet pumping sessions, and modern design. For moms comparing the Spectra S1 Plus, we highlighted the things they’d care about—hospital-grade power, adjustable comfort, and long-session reliability. This wasn’t just about selling a pump. It was about helping them feel confident that this was the right choice for their life.
2. Compatible Accessories
Instead of a hard upsell, we offered support. Each pump was paired with accessories designed to make motherhood smoother—hands-free pumping bras that gave back mobility, reusable milk storage bags that saved time and waste, and sterilizer bags for easy cleanup. These weren’t just add-ons. They were quality-of-life upgrades.
3. Insurance Reminder
Sometimes, the only thing standing between a mom and her pump is not knowing it could be covered. This final email gently reminded them: “You might not have to pay for this at all.” We reintroduced the qualification form with a warm, no-pressure tone. A small nudge. A big unlock.
Why This Flow Works
These flows weren’t trying to “close” a sale — they were guiding someone through a decision. A big one. And by keeping the tone informative and supportive, we saw stronger click-throughs and a measurable increase in qualification form completions.
This is what abandonment should look like when you’re dealing with high-consideration, insurance-influenced products.
Cart & Checkout Flow: Reducing Friction, Clarifying the Path
At this stage, a mother is close to making a decision — but “close” doesn’t always mean confident. Especially when insurance, model comparisons, and baby gear overwhelm the process.
So we rebuilt the cart recovery flow from the ground up. Not with urgency. With clarity.
We created an 8-email sequence designed to do one thing: eliminate hesitation.
Because in Aeroflow’s world, abandonment doesn’t mean disinterest — it usually means uncertainty. Our job was to clear the fog.
What We Sent — and Why
Insurance Status Update
Personalized updates on where the customer stood in the verification process. “Still waiting” is less stressful when you know what’s happening.
Product Education Deep-Dive
We leaned into specifics: materials, suction modes, battery life, noise level — the kinds of things moms care about late at night when Googling reviews.
Side-by-Side Comparisons
We didn’t assume she knew the difference between the Momcozy M5 and M9. We showed her, clearly.
Accessory Recommendations
Once she picked a pump, we guided her toward what came next: cleaning kits, pumping bras, milk bags. All contextual. Nothing random.
Support & Resources
We highlighted Aeroflow’s lactation experts and product specialists. The message: “You’re not doing this alone.”
Shipping & Returns Clarity
No one wants to hunt for the fine print. So we put it front and center — free shipping over $49, flexible returns, no surprises.
Customer Testimonials
We used real voices from real moms. Not staged marketing quotes. That matters.
Final Steps Email
This wasn’t a “last chance” email. It was a confidence-builder: here’s what to do, how it works, and who to contact if you’re stuck.
Why This Flow Works
Because it respected the moment.
We weren’t selling — we were simplifying. Every email was designed to answer the questions she was already asking in her head.
And the results spoke for themselves: higher cart recovery, higher average order value, and fewer questions sent to customer support. Because when email does its job, support doesn’t have to clean up confusion.
Customer Retention: Supporting the Breastfeeding Journey (Not Just the Sale)
With Aeroflow, the job isn’t done after checkout. If anything, that’s when the real relationship begins.
We weren’t optimizing for one-off conversions — we were building trust with mothers who would need education, accessories, support, and care over weeks and months.
So we designed three critical retention flows that did exactly that:
- Post-Purchase: help her get the most from her order
- Winback: re-engage with relevance, not noise
- Sunset: gracefully clean the list without burning trust
This is what lifecycle marketing looks like when it’s rooted in care, not cadence.
Post-Purchase Flow (6 Emails): Care That Continues After Checkout
For a brand like Aeroflow, the relationship doesn’t end when the pump ships. This wasn’t a transactional sequence — it was a post-purchase journey built to reduce anxiety, answer questions before they’re asked, and remind moms they’re not alone in this.
1. Order Confirmation
Right away, we gave her what she needed most: clarity. A clean, easy-to-read breakdown of what she ordered, when it’s arriving, and what to do if something doesn’t look right. No clutter. No noise. Just “you’re all set — here’s what’s next.”
2. Product Setup Guide
Setup can feel overwhelming when you’re exhausted and holding a newborn. So we made this email mobile-first, visual, and simple — with step-by-step instructions tailored to the exact pump she ordered. If there was a video? It played in one tap.
3. Accessory Suggestions
Once we knew the pump was in use, we gently introduced what often comes next — the pieces that make the experience easier: storage bags, microwave sterilizer kits, hands-free bras. It felt helpful, not salesy. Like a friend saying, “Hey, this might help.”
4. Lactation Support
Support shouldn’t be hidden behind a footer. This email brought Aeroflow’s lactation team front and center — with faces, names, and direct ways to reach out. We didn’t wait for her to ask for help. We offered it first.
5. Postpartum Recovery Products
Most brands stop at the pump. We didn’t. This email acknowledged the full picture of recovery — including c-section healing, swelling, and the need for comfort in a body that’s just been through everything. It said: “We see you. We’ve got you.”
6. Community Invitation
Breastfeeding can be isolating. So we opened a door. This final email invited her to connect with other moms, read real stories, ask questions, and feel part of something bigger than a transaction. Not a “customer base” — a community.
This flow wasn’t about squeezing more revenue. It was about making sure she had everything she needed — emotionally, physically, practically — to keep going. And when support is that thoughtful? People come back. Not because they have to. Because they want to.
Winback Flow (5 Emails): Rekindling Connection, Respectfully
Moms have enough noise in their inboxes. So we didn’t chase with desperation. We reached out with intention — to reconnect, offer help, and show what’s changed since the last time we heard from them.
1. Check-In
No gimmicks. No countdown clocks. Just a sincere, human message: “How are you doing?” We offered support and left space for her to re-engage on her own terms.
2. What’s New
New things shouldn’t feel like a pitch — they should feel like a gift. We curated recently added items based on her past behavior: hands-free pumps, updated bags, new sizes for accessories. The tone was discovery, not FOMO.
3. Loyalty Reminder
If she’d shopped with Aeroflow before, she had perks waiting. We reminded her about rewards — for reorders, referrals, and long-term engagement. It didn’t feel transactional. It felt earned.
4. Helpful Content
This email delivered real utility: tips for pumping after returning to work, milk storage hacks, and smart ways to build a backup stash. No fluff. Just content that made her day easier, even if she wasn’t ready to buy.
5. Special Offer
Only after offering value did we extend a small incentive. No loud discount banners — just a quiet nudge: “If you’ve been thinking about restocking, here’s a little something to make it easier.”
Sunset Flow (2 Emails): When Respect Matters More Than ROI
Not every subscriber wants to stick around. And that’s okay. We built this final flow to acknowledge that — not fight it.
1. We Miss You
This wasn’t a guilt trip. It was a choice. One sentence, one button: “Still want to hear from us?” And a clear yes/no path.
2. One Last Thing
A final, respectful message offering content preferences. Want just tips? No promos? We gave options. Because keeping someone around who wants less — but still trusts you — is better than losing them entirely.
Why This Flow Works
Because it wasn’t built to win the inbox war. It was built to win trust back — on her timeline.
Most brands treat retention like a checkbox: a “don’t forget us” or a last-ditch discount. We flipped that. We treated each email like a soft landing — one that says, “We’re here if and when you need us.”
By helping before asking — and never overstaying our welcome — we earned reorders, strengthened loyalty, and kept unsubscribes low.
Strategy Implementation: Built for Real Life, Not Just the Inbox
This wasn’t about designing emails. It was about designing relief.
We treated this system like infrastructure, not marketing collateral. Every flow was mapped to a real decision point, a real frustration, or a real moment in a mother’s journey. Because when you’re tired, unsure, and trying to navigate insurance while prepping for a newborn, your inbox should feel like help, not noise.
Here’s what we built the system to deliver:
Insurance logic is baked into the flows
If you’re verified, the emails guide you to the right pump. If you’re waiting, they explain the next step. If you’re denied, they show you how to buy directly. No dead ends. No jargon. Just movement.
Product education that speaks like a friend
We skipped the spec sheet. Instead, we wrote in human terms: what it feels like to use the product, what makes it comfortable at 2am, what it actually solves. Because moms don’t care about “suction modes” — they care about not waking the baby.
Support that shows up early
We didn’t bury help behind a footer. We introduced the lactation team by name. We replaced “Contact Support” with “Talk to Us.” Because when you’re overwhelmed, knowing someone’s there — now — changes everything.
Messaging rooted in mission
We didn’t just tweak subject lines or test buttons. We rewrote the entire voice of the experience to sound like the brand actually lives its values. CTAs weren’t generic — they were grounded in purpose.
Not “Buy Now,” but “See What’s Covered.”
Not “Add to Cart,” but “Build Your Kit.”
Each word served as a quiet reassurance: this isn’t just a sale. This is support.
Because in the end, this system wasn’t built to nudge someone toward a product. It was built to walk beside them. Every email became part of something bigger — a brand experience rooted in clarity, access, and care. The kind of trust you don’t click into, but feel.
Expected Results & Performance: When Strategy Meets Mission
This wasn’t a test-and-hope setup. Every part of this system was architected to deliver results — not just metrics, but moments that actually matter to the moms Aeroflow serves.
1. 42% projected increase in insurance qualification completions
Because we cut through the confusion. No industry jargon. Just clear, calm steps — so moms know exactly what to do, and feel confident doing it.
2. 23% expected lift in average order value
Not by upselling. By educating. When moms understand how a pumping bra, storage kit, or sanitizer fits into their routine, they build a system — not just a cart.
3. 35% potential increase in satisfaction with product selection
Because choice should feel empowering, not overwhelming. With better education and human language, moms choose with confidence, not doubt.
4. 28% projected increase in repeat purchases
Not through flash sales — but with gentle, timely nudges. A reminder when parts wear out. A tip on postpartum recovery. The right message at the right moment.
5. 53% estimated increase in engagement with educational content
Because the resources are no longer hidden. They’re embedded in the journey — showing up when they’re needed most, not buried in a footer link.
And while the numbers give us something to celebrate, they were never the full point. From the start, this wasn’t just about performance metrics — it was about building something that would actually help.
You see the real success when a mom replies with a simple, “I didn’t know this existed. Thank you.” Or when a welcome email gets forwarded to a friend who’s just starting her breastfeeding journey. It’s in the quiet ways this system shows up — not to sell, but to support.
Sometimes, it’s 2 a.m., the baby’s finally asleep, and she opens her inbox. And instead of noise, she finds clarity. A next step. A reminder that someone’s thought through what she’s going through.
That’s when you know the strategy worked — not just because it performed, but because it connected.
Key Lessons for Healthcare Ecommerce Brands
If you’re in the healthcare or wellness space — especially where insurance or sensitive decisions are involved — this project held up a mirror to what really matters.
1. Clarity beats pressure
When someone’s overwhelmed, the last thing they need is urgency. They need reassurance. Clear next steps. A moment to breathe. That’s what moves people forward.
2. Education creates confidence — and confidence converts
Don’t assume your customers know how to evaluate a pump, or what a hands-free flange is. Meet them with real guidance, not fluff. The more they understand, the faster they act.
3. Support isn’t a last resort — it’s part of the promise
Introduce your people early. Show faces, names, and how to reach them. It’s not just good UX — it’s how trust gets built.
4. Mission isn’t decoration — it’s your edge
If your emails feel like they were written by someone who believes in what you do, your customers will feel it too. It doesn’t have to be loud — it just has to be real.
5. Email isn’t just for re-engagement — it’s for reassurance
In healthcare, the inbox isn’t a sales channel. It’s a source of calm. If your emails reduce stress, you’re doing it right.
When Email Stops Selling and Starts Supporting
Aeroflow Breastpumps didn’t come to us for prettier emails or better open rates. They came to us because mothers were overwhelmed, confused by insurance, and exhausted — and the inbox was either going to help or make it worse. So we built something that actually helped.
Every email, from the first welcome to the final follow-up, was shaped by one question: Will this make her life easier right now? That meant clear language, real support, and a tone that felt like someone was on her side — not trying to sell her something.
This wasn’t about chasing metrics. It was about building trust, message by message. And in the end, that made all the difference.
We didn’t just lift conversions. We built a system that showed up with empathy. A platform that worked like a partner. A strategy that didn’t just click — it cared.
If your brand lives in healthcare, wellness, or any space where trust is everything — we’d love to build something like this for you.
Contact us, and let’s create a system that performs because it puts people first.
