The brand
customers bought
once and forgot.
A DTC skincare brand with strong first-purchase economics but terrible retention. Seventy percent of customers never came back. We rebuilt the entire post-purchase lifecycle and introduced bundle pricing that changed the math.
The challenge
First-purchase metrics looked healthy — strong AOV, reasonable CAC. But the business was a leaky bucket. Seven out of ten customers never placed a second order, and there was no post-purchase infrastructure to speak of.
Email was a monthly blast to the full list. No segmentation, no automation, no lifecycle thinking. The brand was spending to acquire customers it would never see again.
What we did
- Rebuilt Klaviyo from scratch: welcome series, replenishment triggers, cross-sell sequences, and a winback flow for 60+ day lapsed buyers.
- Introduced bundle pricing with a subscribe-and-save tier that increased AOV by 28% on second purchase.
- Segmented the list by purchase behavior, skin concern, and engagement recency — then wrote flows for each.
- Launched a post-purchase education series that reduced support tickets and increased product satisfaction scores.
The outcome
Customer LTV rose 62% within six months. Repeat purchase rate nearly tripled — from 14% to 38%. Email went from an afterthought to the highest-margin revenue channel in the business.
The founder stopped obsessing over acquisition cost. For the first time, the unit economics worked without needing every customer to be a one-hit wonder.
№008 —
Legaltech Platform.
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