Case Study #5

How Vex Created Nordic BioLabs Retention Strategy to increase attributed email revenue by +271.9%

Nordic BioLabs is a health and wellness brand focused on premium products that customers trust and reorder regularly. With high-ticket items and strong customer demand, the brand had huge untapped potential for subscriptions and retention marketing.

VEX Media Group has been working with Nordic Biolabs since 2024. From 2024 to 2025, email revenue increased by over 4,130%.

1. WHEN WE STARTED

When we first connected with NordicBioLabs, their customer retention setup had plenty of gaps that were quietly costing them money:

Customers weren’t being nurtured after purchase, so most treated it as a one-and-done transaction. 

Email flows were minimal - mostly default Klaviyo templates - meaning a lot of potential revenue was being missed.

Every subscriber got the exact same content, no matter their buying history or level of engagement. 

Messaging lacked consistency, emotional pull, and a clear strategy to drive repeat orders. 

With no real follow-up strategy, lifetime value past the first sale was almost non-existent. 

Deliverability was poor, with only 38% of emails reaching inboxes.

On paper, their numbers seemed decent - a $250 90-day lifetime value thanks to high-ticket products. We also spotted a huge opportunity for subscriptions since many customers were already reordering the same products.

2. RESULTS

Email Campaign Revenue jumped from $172,490 (2024) → $269,940 (2025 YTD), showing strong scaling through better campaigns and retention flows. 

Email Campaign Deliveries grew massively from 635,230 (2024) → 1,799,161 (2025 YTD) - more than 4,000% growth in reach. 

Email Open Rate improved from 45.89% → 50.28%, meaning more engaged subscribers. 

Unsubscribe Rate dropped from 0.451% → 0.457% - staying stable despite much higher volume (a big win for list health). 

Bounce Rate improved from 0.244% → 0.095%, showing cleaner data and better deliverability.

SMS channel launched - delivering $4,398 revenue from 9 campaigns with over 11,000 deliveries, adding a new revenue stream on top of email.

3. WHAT WE DID

Subscription Flow

Built a high-performing subscription flow - still the #1 flow in the account. 

Designed as a nearly two-year sequence, constantly rewarding patience and engagement. 

Customers receive escalating perks: wait longer = bigger discounts, surprises, and gifts. 

This turned one-time buyers into loyal subscribers.

New Product Launch

Supported product launches with lifecycle campaigns and flow integration to maximize adoption and repeat orders.

In total we have launched more than 3+ products in one year.

SMS Marketing Channel

The brand had never sent SMS before. We built the channel from scratch, and it’s now driving strong incremental revenue alongside email.

SMS Marketing Channel

・When we started, they sent about 5 generic campaigns per month.

・Through list segmentation and deliverability optimization, we scaled to 30+ campaigns/month.

・Higher volume now drives significantly more revenue without hurting engagement.

Hiro Analytics

Win-back sequence is now the second-best flow after subscriptions and browse abandonment. With Hiro Analytics - tested and implemented best-performing time delays for Win-back Flow.

4. OVERVIEW

Built retention foundation - launched a two-year subscription flow, optimized win-backs, and scaled from 5 generic emails/month to 30+ segmented campaigns.

Expanded channels - introduced SMS marketing from scratch and supported multiple new product launches with lifecycle campaigns.

Delivered impact - returning customer revenue grew +3,157%, retention share of total revenue rose +235%, and email reach expanded +183%.

The Opportunity

BEFORE VEX MEDIA GROUP

Nordic BioLabs had no real retention structure in place. Customers were treated as one-time buyers, emails were infrequent and generic, and SMS wasn’t being used at all.

Email Revenue: ~$10K/month

Repeat Orders: ~14%

90-Day LTV: $240

Campaign Revenue: $300 per send

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

The STRATEGY

Built a nearly 2-year sequence that became the top-performing flow.

From 5 generic campaigns/month to 30+ segmented.

Opened a new revenue channel with strong early results.

Launched new replenishment, winback, and sunset flows.

Optimized win-back timing and supported new product launches.

The RESULTS

AFTER VEX MEDIA GROUP

Monthly Revenue: $453K

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

Repeat Orders: 40% (2x increase)

90-Day LTV: $280

Campaign Revenue: $4,000 per send (12x higher)

RESULTS

Nordic Biolabs grew email campaigns scaling from $150 to $4,000+ per send. Repeat purchase rate doubled from 20% to 40%. Email and SMS now drive over 28% of total store revenue, with returning customer revenue up 3,157% year-over-year.