SubjectLime Case Studies

V-MAT

How We Helped V-MAT Scale Smarter, Grow Revenue, 

and Reclaim Strategic Focus

From unsatisfactory October results to record-breaking BFCM and long-term growth: how we transformed V-MAT's retention performance in just 8 months.

About V-MAT

 

V-MAT is a US-based home brand focused on reimagining everyday spaces through aesthetic, durable, and functional products. 

 

Their Mission

Founded with the idea that even the most practical accessories can enhance your environment, V-MAT combines beauty with practicality turning daily routines into elevated experiences.

Their Vision

 

The brand’s vision is summed up in their tagline: "Live Beautifully and Conveniently."

 

Before vs After: Store Revenue & Email Revenue

Klaviyo dashboard revenue from October 1st, 2024 - October 31st, 2024:

Klaviyo dashboard revenue from May 1st, 2025 - May 31st, 2025:

The Challenge

When V-MAT we started in November 2024, they had just closed a weak October. 

 

Revenue had dropped, and BFCM was fast approaching. We had just a few short weeks to deliver results during the most critical sales season.

 

Our initial goal? Drive immediate revenue through BFCM and stabilize retention performance.


👀 SPOILER: WE DID IT 🥳

 

 

Once Q4 wrapped, our focus shifted toward long-term growth:

  • Increasing AOV and driving higher-margin orders
  • Restructuring flows and campaign strategy from scratch
  • Repositioning the brand tone to match premium aspirations
  • Building real segmentation to activate high-intent users

The brand's founder, who previously managed every aspect of the business, had never worked for a long time with an external agency. 

 

We were the first partner trusted to take over retention.

What We Did

We approached this challenge with a complete retention overhaul.

1. Brand Repositioning & Visual Redesign

We eliminated their previous playful tone and implemented a clean, refined, aesthetic identity aligned with V-Mat’s positioning as a lifestyle brand rooted in elegance and functionality.

Our visual and copy tone became a key differentiator from competitors.

2. Balanced Revenue Contribution: 

Flows vs Campaigns

Before our intervention, revenue was heavily skewed toward flows or depended too much on seasonal campaigns. 

 

Our work aimed at building a stable, predictable email system that balanced automation (flows) and engagement (campaigns).

By refining our content calendar and aligning flows with customer behavior while launching behavior-based campaigns, we achieved a near-even split:

  • Flows (56.17%)
  • Campaigns (43.83%)

This equilibrium made revenue more consistent and allowed for more scalable, strategic growth.

3. Flow Rework & New Automations

We audited and restructured the entire flow architecture, eliminating outdated logic and implementing strategic new automations focused on purchase intent and retention.

4. Campaign Strategy: From Chaos to Control

We designed a two-phase campaign roadmap:

  • Phase 1: Re-engage dormant users and separate valuable buyers from sample-only leads
  • Phase 2: Introduce behavior-based segmentation (buyers vs purchasers, sample-only vs full-order)

Each campaign was hyper-targeted no more batch-and-blast.

Results? Less sendings, better audience quality, more revenue, less cost of the platform!

5. Deliverability & Segmentation

We immediately cleaned the list of legacy, disengaged contacts. Then we rebuilt segments with:

  • Engagement filters
  • A/B testing of sending times & audiences
  • Exclusions for low-value, unengaged users

We are growing in terms of deliverability score (Good) across the entire collaboration period.

Results Over 8 Months

From Micromanagement to Expansion

Before partnering with SubjectLime, the founder of V-Mat handled everything. He never outsourced retention and was deeply involved in every campaign, every send, every design.

Today, thanks to our systems:

  • He’s freed up time to focus on product expansion, partnerships, and growth
  • Retention is running efficiently, generating consistent results
  • SubjectLime is his go-to for strategic execution

What the Client Says

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