SUPERMOUTH

Turning missed opens into recovered revenue for Super Smile Days.

How a simple resend strategy nearly doubled open rates for SuperMouth’s Super Smile Days promotion.

THE COMPANY

At the heart of SuperMouth is a collective vision shared by world-class dental and medical experts, united by a desire to challenge the status quo of oral care.

SuperMouth makes dentist-formulated, nano-hydroxyapatite oral care products — toothpaste, mouthwash, floss, and tongue care — designed for kids, teens, and adults. Because toothpaste and mouthwash are staple products that customers naturally run out of and repurchase, email is one of SuperMouth’s most important channels for reminding past purchasers to reorder before they turn to a competitor on the shelf.

THE CHALLENGE

Against this backdrop, SuperMouth set out to grow reorder revenue from its existing customer base without simply sending more email. The flagship Super Smile Days promotion is sent several times a year, but like most promotional sends, the original email in each push reached only about half of recipients — leaving a meaningful pool of lapsed or about-to-lapse reorder customers never seeing the offer. At the same time, oral and personal care is a historically low-engagement email category, with published benchmarks putting open rates well below other verticals.

The first challenge was structural: half the list, gone dark. Original Super Smile Days sends averaged a 53.6% open rate across the year — solid by industry standards, but it still meant roughly half of every list never saw the offer. For a reorder-driven product like toothpaste or mouthwash, a missed email isn’t just a missed impression; it’s a missed reorder cycle, and a chance for a customer to restock with a competitor instead.

The second challenge was proving a resend was worth sending. A second touch isn’t automatically valuable — the goal was to confirm that resending to non-openers would meaningfully lift engagement without just adding email fatigue, and that the additional opens would translate into real reorder revenue rather than a vanity metric.

THE RESULTS

This kept total send volume disciplined. Engaged openers were never re-messaged; the resend layer existed purely to give the disengaged half of the list additional, distinct chances to see the offer before the promotional window closed.

Conclusion

These results point to a simple principle for reorder-driven categories like oral care: a single send only tells you who was paying attention that day. Original Super Smile Days emails performed in line with — even ahead of — category benchmarks on their own, but roughly half of every list still didn’t see the offer the first time around.

By treating each promotional push as a short sequence rather than a single moment — original send, then a resend to non-openers, then a last-chance touch where needed — SuperMouth captured engagement and reorder revenue that a single-send calendar would have left on the table, without adding to overall list fatigue.

To recover this lost half of the list without overwhelming subscribers, we implemented a structured resend cadence built around segment logic rather than calendar timing. Every Super Smile Days push followed the same sequence: an original send to the full list, followed by a Reminder email sent only to the segment that hadn’t opened, with a refreshed subject line — and, where needed, a Last Chance follow-up to whoever still hadn’t engaged.

Across the year, this resend layer consistently outperformed the original send by a wide margin: original sends averaged a 53.6% open rate, while Reminder and Last Chance touchpoints sent to non-openers averaged 89.4% — a +35.8 percentage point, or +67% relative, lift simply from giving the audience a second chance.

Because resends were limited to non-opener segments, this lift came without duplicating messaging to already-engaged customers or inflating overall send volume. The incremental opens were, by definition, opens SuperMouth would not otherwise have gotten.

Open Rate Results

→ Original Super Smile Days sends averaged a 53.6% open rate across the year (five sends, 8,834 recipients).

→ Resend touchpoints — Reminder and Last Chance emails sent to non-openers — averaged an 89.4% open rate (five sends, 9,271 recipients).

→ That’s a +35.8 percentage point (+67% relative) lift in open rate simply by resending to the audience that hadn’t engaged yet.

→ Blended across all ten sends, SuperMouth’s 68.9% average open rate is roughly 2.3x the oral & personal care industry benchmark of 30.5% (Klaviyo, 2026).

WORK

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