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Case Study

Seeing eye to eye on retention

How Eyemuse scaled Klaviyo-attributed revenue by 145.9%.

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Snapshot

Industry: Beauty

Eyemuse is a Malaysia-certified contact lens brand built on a simple premise: what you put on your eyes should be safe, and it should feel like you.

Rather than sorting by lens color, Eyemuse groups its range around four personality types, matched through an onsite quiz which leads with personality over product specs, positioning as a upportive best friend than straightforward retailer.

That personality-first identity lives largely on social, where most of Eyemuse's community first finds the brand — a channel email had to work hard to earn a place alongside. Eyemuse partnered with Growth Gurus to build a Klaviyo-powered retention program with enough personality of its own to hold that attention.

The results?

A stronger, more personal Klaviyo program that reached more of Eyemuse's community, sent more relevant messages more often, and turned a channel that had to work for attention into one that earned it.

146%

Growth in Klaviyo attributed revenue

545%

Growth in campaign revenue

136%

Growth in email subscribers

240%

Growth in welcome flow revenue

Building a clearer foundation

When Eyemuse came to Growth Gurus, their Klaviyo program leaned on a single primary Welcome journey via Facebook, limited acquisition entry points, and largely text-heavy onboarding.

Our team set out to broaden acquisition, deepen personalisation, and build a lifecycle program with enough structure, and enough personality, to earn a lasting place alongside social.

Creating a content calendar with personality

Our team shaped a content strategy around how Eyemuse actually talks to its customers.

By collaboratively planning each cycle and building content pillars around the brand's four personality types we were able to personalise even further by product-interest segmentation and lens preference.

Campaign revenue grew 544.5%, with orders up 601.1%, unique opens up 1,774.7%, and recipients up 1,034.4%, thanks to a calendar built to reach a more engaged community.

Muse of the Month

Built on genuine UGC with real customer stories

Top Styles of 2025

Leaning into fast moving style trends.

New product launches

Personalized to each lens persona and customer data.

Chinese New Year Promotion

Celebrating the moments that matter most to the community.

Turning the Welcome Flow into love at first sight

To make Welcome feel as personal as the rest of the Eyemuse experience, our team introduced a micro survey into the homepage popup, asking new visitors a simple question: daily lenses, or monthly?

That single data point became the foundation for a smarter Welcome flow with dynamic modules that speak directly to each customer's stated preference, rather than a one-size-fits-all introduction.

Alongside the new logic, we rebuilt Welcome into distinct, source-specific journeys, so a new customer's first experience reflects both how they found Eyemuse and what they've already told the brand about themselves.

239.7%

Growth in welcome revenue

211.6%

Growth in orders

735.7%

Growth in recipients

Turning email into a retention channel for a social-first brand

Eyemuse's community lives largely on social, and is where most customers first discover the brand. Email had to work harder to earn its place, which meant retention needed more than just showing up in the inbox: deeply personal, well-timed, one-to-one communication built around each customer's own data.

That thinking shaped a suite of lifecycle flows anchored by customer behaviour, with the standout Expected Date of Next Purchase flow using Klaviyo's AI-powered send-time features to deliver replenishment and cross-sell reminders at the exact moment each customer is likely to need new lenses.

Catching eyes and expanding acquisition

Our team built a social-specific signup journey: visitors who click through from a social link are met with a distinct popup, tailored to how they arrived, capturing more of Eyemuse's core social-first audience at their most engaged moment, and moving them straight into the retention ecosystem built on email.

A product-interest opt-in on Instagram added richer first-party data too, feeding straight into the personalisation already built across Welcome and lifecycle.

+135.7%

Email subscribers (50.1K → 118.0K)

Loved from every angle

“Eyemuse is one of those brands where the strategy writes itself, because they already know exactly who their customers are. The Welcome flow was one of my favourite projects to work on: it started out as a single, fairly text-heavy journey, and getting to take all of that personality Eyemuse already has and bring it properly into the inbox was so rewarding. Seeing revenue from this flow grow by 239.7% off the back of that work has been a great reminder of just how powerful it is to really understand who your customer is!”

– Casey Van Den Berg, Head of Client Success

“Our work with Eyemuse shows that email can become a powerful retention channel, even for a brand whose community has traditionally lived on social. By bringing the same personality and customer understanding into every journey, we built a stronger connection between the brand and its customers, and delivered sustainable growth as a result!”

– Casey Van Den Berg, Head of Client Success

Looking ahead with Eyemuse

In a little over a year, Growth Gurus helped Eyemuse turn Klaviyo from a single-flow acquisition tool into a genuine growth channel, and we're excited for what's next!

The focus now shifts to going even deeper on customer data insights, with ongoing testing and optimisation across Welcome, campaigns, and lifecycle flows to keep driving retention and customer lifetime value higher. With a strong foundation and a genuinely engaged community already in place, there's plenty of room to keep learning who Eyemuse's customers are, and to keep showing them the brand already sees them clearly.