Lash by Maya, a premium lash extension and beauty brand, was grappling with a critically low deliverability score of 42/100 in Klaviyo, severely hampering their ability to connect with their beauty-conscious clientele. With most of their essential communications – from new collection launches to application tutorials – landing in spam folders, they were missing crucial touchpoints with customers who rely on their expert beauty guidance and product education. For a brand built on trust and beauty expertise, this communication barrier was threatening their customer relationships and revenue growth.

We redesigned their email templates to maintain their luxurious aesthetic while optimizing for deliverability, implemented proper authentication protocols, and created sophisticated segmentation based on lash preferences and purchase history. The strategy included a careful IP warming schedule that prioritized their most engaged customers and lash professionals.

Within 3 months, Lash by Maya's deliverability score dramatically improved from 42 to 83, representing a complete transformation in their email marketing effectiveness. This revival meant their carefully crafted beauty content and product launches were now consistently reaching primary inboxes, reestablishing their direct line of communication with customers.

The enhanced deliverability empowered Lash by Maya to fully embrace their role as a beauty authority, with email-attributed revenue increasing by 500%. Their educational content about lash care, application techniques, and new product launches now reliably reaches their audience, leading to a 67% increase in repeat purchase rates. The improved communication channel has strengthened customer trust and loyalty, enabling them to consistently showcase their expertise while driving growth in their premium beauty segment.

How Wertec Added 8,202 Beauty Enthusiasts to Lash by Maya's List in Just 3 Months

Through targeted implementation of beauty-focused list growth strategies, Wertec helped Lash by Maya expand their subscriber base by 8,202 new members in just 3 months. Our approach combined natural beauty education with proven results to attract and convert quality subscribers.

• Created Natural Lash Potential quiz
• Personalized product recommendations
• Custom growth plan generation
• Mobile-optimized experience

Results:

The lash assessment quiz became our highest-converting tool, attracting individuals seeking personalized guidance for their natural lash enhancement journey.

• Beauty-focused welcome offers
• First-purchase incentives
• Mobile-first design
• A/B tested messaging

Results:

Our optimized welcome popup consistently captured new visitors, converting browsers into engaged subscribers through educational content and special offers.

• Bundle package deals
• Growth guarantee highlights
• VIP treatment access
• Results preview offers

Results:

Exit-intent popups successfully recovered potential customers, especially those researching natural lash enhancement solutions.

• Results showcase features
• Application tutorials
• Expert tips access
• Community engagement

Results:

Social media integration provided steady subscriber growth, particularly during result showcase campaigns and educational content releases.

• Added 8,202 new subscribers in 3 months
• Strong engagement from beauty enthusiasts
• High conversion to first purchase
• Consistent daily list growth
• Active community participation

How Wertec Transformed Lash by Maya Through Beauty Journey Personalization

Every Beauty Story Deserves its Perfect Growth Journey.

That was our mission when partnering with Lash by Maya, the natural lash enhancement pioneer. But with thousands of customers, each at different stages of their beauty journey, how do you make every interaction transformative?

Enter Wertec's Beauty Segmentation Symphony.

We didn't just segment customers – we orchestrated a masterpiece of personalization. By diving deep into growth goals, product preferences, and result timelines, we crafted 40 unique segments, each telling its own beauty story.

We transformed Lash by Maya's approach into a precisely tuned machine of personalization. Each segment receives tailored communications that speak directly to their growth stage, product preferences, and beauty goals.

• Journey completion rates increased 89%
• Result documentation soared 76%
• Return rates dropped significantly
• Customer lifetime value grew 82%
• Satisfaction scores reached 94%

We created a multi-dimensional segmentation framework that considered:

• Growth journey stage
• Product preferences
• Application expertise
• Result timeline expectations
• Maintenance patterns
• Bundle preferences
• Progress tracking habits
• Reorder timing

We built dynamic pathways that allow customers to flow naturally between segments as their journey evolves. A first-time user might start in our Growth Explorer segment, move to Results Achiever as they see progress, and eventually join our Beauty Maintainer segment.

Our approach wasn't just about categorizing customers – it was about understanding the story behind each segment. We created:

• Personalized progress tracking
• Application technique guidance
• Result celebration milestones
• Reorder timing optimization
• Maintenance routine suggestions

Lash by Maya understands my beauty journey perfectly, became the common sentiment. From first-time users to maintenance pros, every customer found their perfect growth path.

The real victory is in the transformed beauty experience. Every interaction, from initial purchase to the maintenance phase, is now tailored to each customer's unique journey. Whether they're focused on lashes or brows, they receive guidance that truly matters to their goals.

Our partnership continues to evolve. We're constantly refining segments, analyzing patterns, and discovering new ways to enhance the customer experience. Because at Wertec, we believe beautiful results aren't just about the right products – it's about the perfect beauty journey.