Case Study #7

Our retention strategy increased attributed email revenue from ~$15K per month to over $60K per month - a 300% growth in just over a year.

Loony Legs is a fashion brand specializing in premium leggings designed for style, comfort, and performance. With a growing customer base but an underdeveloped retention system, the brand needed a complete lifecycle and segmentation strategy to turn first-time buyers into loyal repeat customers and maximize long-term revenue.

VEX Media Group has been working with Loony Legs since mid-2023. In just 14 months, attributed email revenue grew by 300% — scaling from $15K/month to over $60K/month.

1. WHEN WE STARTED

When we first connected with Loony Legs, they had already built a strong product and brand — but their retention system was far from complete. The store was generating revenue, yet a large portion of it was leaking due to missing strategies and a lack of structured customer journeys.

There were no advanced flows or segmentation in place. First-time buyers, second-time buyers, and loyal customers were treated the same. This meant opportunities to increase repeat orders, grow lifetime value, and build loyalty were being missed.

Campaigns were inconsistent and too generic. The brand wasn’t sending enough targeted campaigns to different customer groups, leaving a huge gap in engagement and incremental revenue.

Without a complete retention strategy — covering education, cross-sells, win-backs, and tailored campaigns — the foundation wasn’t strong enough to scale sustainably.

That’s where we stepped in.

2. RESULTS

Email Revenue grew from $15K/month to $60K/month — a 300% increase in just over a year.


Retention flows and segmentation rebuilt from scratch fixing revenue leakage and creating targeted journeys for first-time, repeat, and VIP buyers.

Campaigns scaled from generic blasts to high-frequency, segmented sends, without hurting deliverability or engagement.

SMS integrated alongside email to capture more touchpoints and drive incremental revenue.

The result: Loony Legs turned email into a powerhouse channel, consistently generating $60K+ per month while building long-term retention and loyalty.

3. WHAT WE DID

  • Core Flows & Automations

When we first connected with Loony Legs, they had only a basic retention setup in place. We built out all core email flows (welcome, abandoned cart, browse abandonment, post-purchase, win-back, VIP) and introduced SMS flows to cover every customer touchpoint. This created a complete foundation for customer retention.

  • Segmentation Strategy

Previously, all customers were treated the same — no separation between first-time, repeat, or VIP buyers. We introduced a dynamic segmentation system that identified and targeted each group differently. This allowed us to recover lost revenue, upsell high-value buyers, and drive more repeat orders.

  • Campaign Scaling

Loony Legs had been running only a handful of broad campaigns each month. We scaled this to regular, segmented, and higher-volume campaigns, focused on education, style inspiration, product launches, and seasonal pushes. Engagement remained high even with a significant increase in sending volume.

  • Education-Driven Content

Fashion leggings are both a style and lifestyle product. We designed campaigns and flows that educated customers on fit, styling tips, and product use, building trust and encouraging repeat purchases. This turned email into a mix of value + sales, not just promotions.

  • SMS Marketing Channel

We introduced SMS marketing and connected it with the flows and campaigns. SMS gave Loony Legs an additional direct-response channel that works hand-in-hand with email to drive incremental revenue.

  • Retention Optimization

Using performance analytics, we tested win-back timing, cross-sell offers, and loyalty-style perks for repeat customers. This helped turn one-time buyers into loyal brand advocates.

4. OVERVIEW

  • Built retention foundation – launched all core flows, added SMS automations, and rebuilt segmentation to target first-time, repeat, and VIP customers individual

  • Expanded channels – scaled from a few generic campaigns/month to a full calendar of segmented, high-frequency campaigns, and introduced SMS to drive incremental conversions.

  • Delivered impact – attributed email revenue grew from $15K/month to $60K/month (a 300% increase). Repeat purchase rates climbed steadily as customer education, style-focused campaigns, and retention flows turned first-time buyers into loyal returning customers.

The Opportunity

BEFORE VEX MEDIA GROUP

Loony Legs had built a strong product and a growing audience, but their retention strategy was incomplete.


There was no proper structure in place — limited flows, no advanced segmentation, and no clear strategy for converting one-time buyers into loyal customer.

There was no proper structure in place — limited flows, no advanced segmentation, and no clear strategy for converting one-time buyers into loyal customers.

  • Email Revenue: Plateaued at ~$15K/month

  • Segmentation: Non-existent (all customers treated the same)

  • Campaigns: Few and generic, missing opportunities for engagement

  • Upsells/Cross-sells: Not implemented

Customers weren’t being segmented, nurtured, or encouraged to come back for more.
We saw an opportunity to rebuild the retention foundation from the ground up — launching all core flows, segmenting by buyer type (first-time, repeat, VIP), scaling targeted campaigns, and introducing SMS to maximize incremental revenue.

The STRATEGY

  • Built out all core flows and SMS automations to cover every customer touchpoint.

  • Scaled from a few generic campaigns/month to 30+ segmented, style-focused campaigns.

  • Focused on education-driven content — showing customers how to style leggings, pair them with outfits, and get the most out of each purchase.

  • Supported multiple product launches with integrated lifecycle campaigns to boost adoption and repeat orders.

  • Optimized win-back timing, VIP perks, and upsell strategies to maximize retention and lifetime value.

The RESULTS

AFTER VEX MEDIA GROUP

  • Monthly Email Revenue: $60K+ (up from $15K/month, +300%)

  • Annual Email Revenue: $720K+ (12-month run rate)

  • Campaign Revenue: 3x growth with segmented campaigns

  • Flow Revenue: Doubled with optimized automation and education sequences

  • Returning Customer Revenue: Became the main driver of retention growth

  • SMS Revenue: Now a consistent incremental channel working alongside email

RESULTS

Vex Media Group - Helping DTC brands to convert and retain more customers to maximize revenue through Email and SMS Marketing.

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