Case Study #4

How Vex Created TryBello’s Retention Strategy to Win 35.3% More Second-Time Buyers

Trybello is a beauty brand offering affordable eyelash growth solutions, focused on helping women regain confidence through simple, effective daily-use products.

VEX Media Group has been working with Trybello since 2023. From 2023 to 2025, email revenue increased by over 10,200%.

1. WHEN WE STARTED

No retention structure: With no post-purchase nurturing, customers were treated as one-time buyers.

No flows = missed revenue: Relying only on campaigns and default templates left significant revenue on the table. 

No segmentation: Every subscriber received the same messaging, regardless of behavior or lifecycle stage. 

Content gaps: Design and messaging lacked consistency, emotion, and persuasive strategy. 

Low CLTV: Without flows or customer nurturing, lifetime value was nearly zero beyond the initial purchase.

Poor deliverability: Starting inbox placement was just 56%, meaning nearly half of emails weren’t even being seen.

Limited toolkit: Retention efforts relied solely on the Klaviyo dashboard, missing opportunities from complementary tools. We introduced apps like Formtoro, Zaymo, and Hiro (plus others from Simeon’s list) to expand capabilities.

Multi-channel expansion: Beyond regular email, we added customer phone calls, WhatsApp, SMS marketing, and Direct Mail to engage customers across more touchpoints and boost reactivation rates.

2. RESULTS

90-day customer lifetime value grew from $54 to $95 - a 76% increase. Each customer is now worth almost twice as much within their first 90 days, showing a significant boost in retention and repeat purchasing.

Deliverability improved from just 56% inbox placement to over 98%, ensuring more emails reached customers and campaigns had a fair chance to convert.

Repeat purchase rate climbed from roughly 10% to 40%, meaning four times more customers are coming back to

buy again.

Email campaign performance skyrocketed from about $150 per send to around $4,000 - more than 25x growth per campaign.

Email-driven revenue rose from about $2,500 per month to roughly $257,000, now accounting for 25% of total business revenue.

Overall brand growth: When we started, TryBello was generating around $50,000 per month. Today, they’re at $1,029,000 per month - a $979,000 monthly increase.

3. WHAT WE DID

Flow Segmentation

In 2023, Trybello was making a costly mistake: no personalization in their email flows.

One abandoned checkout flow went to everyone - first-time buyers, repeat customers, and loyal fans all got the same message.

The same issue showed up in upsell, post-purchase, and winback flows.

They followed best practices on paper but missed the core rule of lifecycle marketing: Treat people differently based on their relationship with the brand.

Flow Segmentation

Next, we focused on understanding what customers actually wanted.

We launched a zero-party data campaign asking questions like: “What product should we make next?” and “What are you struggling with - hair loss, eyelash thinning?”

Trybello used the insights to develop new products, and we used email marketing to:

・Validate demand

・Test messaging angles

・Double down on what worked

Collecting Zero-Party Data

To maximize retention, we integrated Hiro Analytics.

・When are customers most likely to place their second order?

・What products are they coming back for?

・What’s the average time between purchases?

With those insights, we rolled out a set of highly targeted flows:

・Replenishment Flows - timed perfectly based on repurchase data

・Win back Flows - nudging lapsed customers at the optimal moment

・Sunset Flows - cleaning the list while attempting a final reactivation

4. OVERVIEW

After partnering with VEX Media Group, Trybello saw a 1,958% increase in monthly revenue over 2 years - growing from $50,000 to over +$1,000,000 per month.

At the same time, repeat purchases increased 4x, with 40% of all orders now coming from returning customers.

Email marketing became a major growth channel, driving 25% of total revenue and turning into one of the brand’s most profitable assets.

The Opportunity

BEFORE VEX MEDIA GROUP

The brand was generating ~$50K/month with little to no personalization in email flows and very low repeat purchase behavior.

Email Revenue: ~$2.5K/month

Repeat Orders: ~10%

90-Day LTV: $54

Campaign Revenue: $150 per send

We saw an opportunity to restructure flows, collect zero-party data, and scale retention through product development and smart segmentation.

The STRATEGY

Rebuilt all Klaviyo flows with lifecycle segmentation and repurchase logic

Collected zero-party data to guide product creation

Used Hero Analytics to analyze retention patterns

Launched new replenishment, winback, and sunset flows

Tested and validated new products via email

The RESULTS

AFTER VEX MEDIA GROUP

Monthly Revenue: $1.029M

Email Revenue (25%): $257K per month

Repeat Orders: 40% (4x increase)

90-Day LTV: $95 (↑ 76%)

Campaign Revenue: $4,000 per send (↑ 26x)

RESULTS

VEX Media Group executed a full-funnel strategy to scale Trybello’s retention, rebuild Klaviyo, and launch customer-driven products. The result? A 1,958% increase in monthly revenue and 4x more repeat orders compared to the starting point.