SuperMailo

Beauty & Wellness Co.

Direct-to-Consumer Beauty3 months

DTC Beauty Brand: 45% Repeat Purchase Rate

+45% Repeat Purchases

Challenge, solution, and results

01 · Challenge

DTC beauty brand with strong initial sales but struggling repeat purchases.

  • No post-purchase engagement (customers forgot about the brand)
  • Product education missing (customers didn't know how to use items)
  • No replenishment reminders (consumables weren't being reordered)
  • One-time buyer mentality

18% repeat purchase rate. Customer lifetime value was capped.

02 · Solution

We mapped replenishment cycles, then launched post-purchase education, timed replenishment reminders, VIP loyalty, and UGC sequences so repeat buying ran without a campaign calendar.

03 · Results

+45% Repeat Purchases

3 months to the numbers below.

Before / after

The scoreboard

MetricBeforeAfterChange
Repeat Purchase Rate18%45%+150%
Email Open Rate24%36%+50%
Avg Order Value$68$89+31%
Customer LTV$210$380+81%
ROI on Email2.1x5.8x+176%

Strategy

What we did, step by step

  1. 01

    Month 1: Post-Purchase Strategy

    • Created customer segments (new, repeat, VIP)
    • Mapped product usage and replenishment cycles
    • Analyzed what drives repeat purchases
  2. 02

    Month 2: Email Sequences

    • Post-purchase education (how to use, skincare tips)
    • Replenishment reminders (triggered by product type)
    • VIP loyalty sequence (exclusive products, early access)
    • Reviews + UGC request
  3. 03

    Month 3: Optimization

    • A/B tested messaging (education vs urgency)
    • Optimized send timing (replenishment + engagement)
    • Added product recommendations

Takeaways

Key learnings

01

Education drives repeats

Customers who read usage guides reordered 3.2x more.

02

Timing matters

Replenishment emails sent at the 21-day mark had 18% conversion.

03

VIP tiers work

Top 20% of customers generated 60% of repeat revenue.

Our repeat customer rate is now competitive with top-tier brands. The automated sequences are running 24/7 without our involvement.

Jamie Rodriguez

CEO, Beauty & Wellness Co.

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