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Case Study

Seeing eye to eye on retention

How Eyemuse scaled Klaviyo-attributed revenue by 145.9%.

Everyman Hero Image. Man Wearing a sturdy bag with a bicycle

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.

Omnilux Contour

Primarily marketed towards women, we developed dynamic copy modules emphasizing the product's benefits for female skincare routines, enhancing the personal connection with the brand.

Omnilux  Clear

Targeting a younger, teenage/young adult demographic battling acne, featuring content focused on acne treatment and skincare tips, making the information highly relevant and engaging for this group.

Omnilux  Mens

With the survey identifying men having an increased interest in skincare within modern shopping trends, we were able to focus this product for male users, utilizing influencers, male-specific education, and copy changes allowed us to resonate with male consumers.

Spotlighting products and understanding the customer

Growth was coming in fast for Omnilux, and although new products were on their way, the brand was struggling to personalize education pieces and nurture each of its customers. With flows lacking sophistication and personalization, no SMS strategy, and limited targeted messaging, the Growth Gurus were enlisted to help nurture Omnilux’s customers and increase conversion rates.

Our vision

We approached this by overhauling their flows and campaigns to build strong foundational pieces, including dynamic copy to create hyper-personalized communications that directly relate to each customer's needs and concerns.

Building a foundation

Before our project commenced, we begun our detailed onboarding process, venturing to capture Omnilux's key vision and aspirations.

We grasped a deep understanding of the ins and outs of their brand: The science behind the product, their manufacturing process, and brand development. Knowing these key components created a more comprehensive view for our team to approach content that connects with the brand’s aspirations.

From this, our team developed an email essentials template to match the design of their newly re-developed website, which laid the groundwork for our strategists to construct new foundational email flows. Our approach featured dynamic copy, well-thought-out conditional splits, and segmentation, ensuring each message was tailored to resonate with the right customer at the right time.

Email essentials template

Banner image & title

Find Your Omnilux solution For Healthier Skin

Value proposition icons

Product highlights

Omnilux Contour For Face, Neck And Glove

Featured in

Blog section

Awards section

Instagram section

Review section

Footer

Communicating with the right people

To help expand on Omnilux’s customer journey in Klaviyo, our team’s first course of action was identifying which messages would resonate with which segments of people. By implementing data collection strategies, we could better match each product in Omnilux’s portfolio to the right customer, identifying key focuses from each group to foster loyalty across a range of interests.   

Once we collected the data, we could develop dynamic content to craft personalized email communications for Omnilux’s customers based on their purchase history, demographics, and brand loyalty.

Omnilux Contour

Primarily marketed towards women, we developed dynamic copy modules emphasizing the product's benefits for female skincare routines, enhancing the personal connection with the brand.

Omnilux  Clear

Targeting a younger, teenage/young adult demographic battling acne, featuring content focused on acne treatment and skincare tips, making the information highly relevant and engaging for this group.

Omnilux  Mens

Education as a marketing tool

With these key target markets in mind, we began developing hyper-personalized, distinctive education pieces to integrate into Omnilux’s communications, allowing customers to relate to the content more deeply creating more spirited brand loyalty for each distinctive group.

Connecting post-purchase communications with unique customer behaviors was crucial to achieving sustainable growth for the brand. Omnilux knew that their products were of premier quality and could deliver amazing results when utilized properly. Thus, reducing the return rate of the products through educational post-purchase communications was top of mind, helping guide our nurturing strategy.

Through a detailed, week-by-week educational flow, customers felt more connected to their skincare journey and confidently integrated their new devices into their everyday routine.

Customer personas, man using a quality cushion

Synergizing success with key collaborations

“Omnilux is a prime example of the importance of continually nurturing your customer base. Through a robust post-purchase journey—regularly checking in with customers to ensure they’re using the device correctly, capturing feedback, and providing social proof and motivation—Omnilux effectively turns customers into brand advocates. This post-purchase nurturing is one of the most effective ways to grow your customer base.”

Olivia Grant

General Manager
Growth Gurus

Targeted videos

Customers that purchased the Contour product would receive communications talking them step-by-step through the journey of getting the most out of their device.

Relevant information

However, if they’ve also purchased a Glove, or Décolleté device, they’ll receive additional information on these products for more holistic and relevant messages.

Targeted videos

Customers that purchased the Contour product would receive communications talking them step-by-step through the journey of getting the most out of their device.

Relevant information

However, if they’ve also purchased a Glove, or Décolleté device, they’ll receive additional information on these products for more holistic and relevant messages.

Capturing window shoppers to grow the subscriber list

As Omnilux's website traffic began to surge with new products on the way, we built Justuno-powered pop-ups, delivering targeted communications to potential customers based on their site visit behavior, even before they subscribed to emails. The impact was significant: Omnilux's email list grew by an impressive 607% during our input!

Omnilux email list grew by

6.1x

“Growth Gurus brings a unique set of expertise to eCommerce brands looking to drive top of funnel growth and really hone in on retention marketing -- specifically email & SMS. If you're a brand looking to level up your email & SMS efforts based on where a user falls in the customer lifecycle, the Growth Gurus are the perfect group to reach out to. Growth Gurus partners with Justuno to enhance list growth and onsite segmentation for their brands, tailoring the onsite experience from first visit through repeat purchases.

Through the power of the Justuno platform and the expertise of the Growth Gurus team, Omnilux saw top line list growth & revenue growth, reduced CAR, lower CAC, and higher conversion rates. The future is brighter for any brands trusting this duo for on & off site personalization.”

Caleb Poley

Agency Partner Manager,
Justuno

Listening to wholesalers  and building more relevant messaging

Alongside the D2C strategy, our team at Growth Gurus crafted a comprehensive plan for Omnilux's wholesale customers, focusing on gathering valuable insights from wholesalers and their customers. We developed a targeted survey using Okendo to collect detailed customer data for future marketing communications. This survey was seamlessly integrated into Klaviyo, ensuring it reached wholesalers at the most opportune moments in their customer journey.

“For many brands that we work with, like Omnilux, wholesale is a significant component of their business. Although this audience often doesn’t require the level of complexity for their communication strategy that the D2C audience does, there is still tremendous value in having a robust foundation for automations and ongoing communication to keep your brand top of mind, and provide them with the resources they need. It’s also important to continue checking in and learning what’s working and not working in the wholesale space. Through a bespoke review request strategy with micro-surveys with Okendo, we’ve been able to collect valuable insights from the wholesale segment to strengthen this aspect of the business.”

Olivia Grant

Growth & Partnerships Director,
Growth Gurus

We strategically mapped out a complex journey to avoid overwhelming recipients, timing the survey prompts to maximize response rates. This approach allowed us to gather crucial feedback and reviews through Okendo's tools, enabling us to continually refine and enhance Omnilux's communications and personalization strategies for greater impact and customer satisfaction.

Utilizing AI integrations for increased value capture

“We have had an awesome experience working with  the Growth Gurus team. They are thoughtful and quick  to offer support. Through our collaborative partnership with Growth Gurus, our teams will continue to bring partners personalized solutions and outstanding results.”

Jaclyn Kutnick,

Manager of Mid-Market Sales,
BlackCrowAI

30%

Increase to Omnilux  ‘Abandoned cart flow’

Increase to ‘Added to cart’ flow within a month

Increase to ‘Browse’ flow within a month

Illuminating the  customer experience

Our partnership with Omnilux transformed their customer journey through data-driven strategies that integrated individual skincare concerns, personal preferences, and behaviors across various channels.

We significantly enhanced customer engagement and satisfaction by leveraging technologies like BlackCrow AI  for precise customer tracking, Okendo for insightful surveys, and Klaviyo for hyper-personalized email and SMS campaigns. This tailored approach drove a dramatic increase in email and SMS revenue and cemented Omnilux's high-value products as essentials for skincare aficionados; the brand is looking towards a shining future.

Want to read more about our work with the skincare and beauty space? Take a look at our showcase of work across a range of brands.

Seeing eye to eye on retention

Snapshot

The results?

Growth in Klaviyo attributed revenue

Growth in campaign revenue

Growth in email subscribers

Growth in welcome flow revenue

Building a clearer foundation

Creating a content calendar with personality

Omnilux Contour

Omnilux Clear

Omnilux Mens

Spotlighting products and understanding the customer

Our vision

Building a foundation

Email essentials template

Communicating with the right people

Omnilux Contour

Omnilux Clear

Omnilux Mens

Education as a marketing tool

Synergizing success with key collaborations

Capturing window shoppers to grow the subscriber list

Listening to wholesalers and building more relevant messaging

Utilizing AI integrations for increased value capture

Illuminating the customer experience

Omnilux  Clear

Omnilux  Mens

Omnilux  Clear

Omnilux  Mens

Listening to wholesalers  and building more relevant messaging

Utilizing AI integrations for increased value capture

Illuminating the  customer experience