How Nulastin Transformed a Stalling Email and SMS Program into a High-Performance Retention Engine

How Nulastin Transformed a Stalling Email and SMS Program into a High-Performance Retention Engine

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Nulastin Brow

“Matt is a lifecycle marketing guru. Within 30 days of joining the team, Matt completed a full audit of NULASTIN’s email and SMS channels and began implementing new strategies for content, deliverability and audience segmentation. Within his first quarter on the business the health and performance of our owned channels were completely improved. Beyond performance, Matt is a pleasure to work with, fluent in speaking “creative” and always leads with education for the teams he supports.” 

-Brett Gallagher, COO, Nulastin

 

 

Project Tasks
  • Challenge

    Nulastin, a leader in science-backed skincare, was facing a drop in email marketing performance due to outdated segmentation, an over-saturated send cadence, and inconsistent automation flows. Subscriber fatigue and poor deliverability had begun to impact revenue, and their SMS program was underutilized and disconnected from the rest of their retention strategy. With growth goals in sight, the brand needed a complete reset.

    We stepped in with a strategic overhaul, starting with a deep audit of email performance metrics to uncover what was working—and what wasn’t.

  • Solution

    We cleaned and re-segmented their lists, rebuilt essential flows for a consistent user experience, and introduced a disciplined sending cadence tied to their broader marketing calendar. Working closely with the internal team, we aligned campaign strategy with brand messaging and launches, ensuring that every send had a purpose.

    We also restructured the SMS program to work in harmony with email, amplifying the brand’s voice across both channels. The result: higher engagement, stronger LTV, and a more efficient, effective retention engine driving long-term success.

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Project Details

Find out how Exeter Digital helped Nulastin turn a stalling email and SMS marketing program into a retention powerhouse.

Client

Nulastin

Nulastin.com

Nulastin is a women-owned beauty brand pioneering elastin replenishment technology to deliver clinically proven, cruelty-free solutions for fuller hair, lashes, brows, and resilient skin