How VIGEO increased customer lifetime value by 850% with hyper-personalized marketing

The problem: Generic marketing with no customer insights for perimenopausal women

VIGEO (formerly Strong Mommas) was stuck in generic marketing mode.

Coach Megan Dahlman's fitness business served younger moms with a single subscription product and had hit a plateau around $46,000 in annual revenue. She was considering quitting in 2020 when Shaun Bennett approached her and asked if she'd consider taking on a business partner.

Under the new partnership, the business rebranded as VIGEO. Shaun took a close look at the tools Megan had been using — a basic website builder and MailChimp — and moved her to more robust tools to support their planned growth.

As Shaun dug into the limited data he had, he saw that Megan had organically started to attract a new segment of customers: older women in perimenopause and menopause. They gravitated toward Megan's content, but they had totally different challenges from their younger peers.

We were talking to women, but we didn't really understand what was in their head."

Without proper customer insights, VIGEO was pushing out generic messaging that didn't resonate with what their audience actually wanted.

How VIGEO used RightMessage to grow from $46k to $1M with personalized marketing

As a self-proclaimed "geek marketer," Shaun had a lot of friends using RightMessage and was intrigued by the information it could give him, so he reached out to the team for help.

Step 1: Implement psychographic surveys to understand customer pain points

Shaun worked with the RightMessage team to design surveys that would uncover what was really going on in their customers' minds. Instead of basic demographics, they dug in on the psychographics — stage of life (small kids vs. empty nester), specific pain points (back pain, core strength, sleep issues), and which problem was their biggest priority — that would give them truly relevant information about the women they wanted to serve.

[image with RM screenshots of onboarding questions]

The team didn’t just sell the tool — they helped with the philosophy. What to ask, when to ask, and how to use it. Then RightMessage makes collecting and syncing that data dead simple.

The RightMessage team recommended that VIGEO take advantage of their thank you pages to do some extra deep dives. Customer intent is high at that touchpoint, and the surveys they implemented there gave Shaun in-depth insights the company used to drive growth.

Step 2: Build hyper-personalized email sequences with liquid code

Using the segmentation data from RightMessage integrated with Customer.io, Shaun and Megan built automated sequences that speak directly to each person's specific situation using liquid code personalization.

The effect is powerful. Every day, thousands of women get messages, and the personalization is so targeted that each one feels she's received a message that Megan typed by hand.

Every email, every text, the replies we get make it clear that these women really feel like Megan sits down at her computer and writes directly to them every day. That's amazing.

Step 3: Create targeted lead magnets using exact customer language

The RightMessage data revealed something crucial: VIGEO's customers used very specific language to describe their problems. For example, they didn't talk about "getting fit." They talked about improving their core strength.

Armed with this insight, Shaun and Megan scrapped their broad lead magnets and created hyper-specific ones using the exact customer language: a 5-day core tuneup, a 15-minute posture masterclass, a body type quiz, and so on.

By using the words VIGEO's customers actually use to describe their struggles, these lead magnets immediately got their attention.

Each lead magnet connects directly to their paid products through automated sequences. Customers follow a customized flow depending on their specific needs and readiness level, all based on the information VIGEO collects in RightMessage.

We don't list all of our products on our website. We want to find out what your problem is, and then offer you the solution for that problem.

Results: 850% increase in customer lifetime value and $1M annual revenue

An 850% increase in LTV

Shaun and Megan are absolutely delighted with VIGEO's growth:

Customer lifetime value shot up 850% from $179 to nearly $1,700. Annual revenue grew from $46,000 to just under $1 million, with 68% coming from recurring subscriptions.

And they’ve dropped ad spend by about half while maintaining their subscriber growth.

We know everything about our customers and how they think. Our customers say all the time: 'It's like you're in my head.' And that's the goal.

VIGEO’s email list has exploded from 45,000 to almost 400,000 subscribers. More importantly, engagement remains high because every touchpoint feels personal and relevant. Open rates are “phenomenal” and their click-through rates are strong.

And because their customer insights have taught them that their target market has more disposable income and time than younger demographics, VIGEO can focus on value and results rather than competing on price.

The system runs almost entirely on autopilot through automated sequences, all triggered by segmentation data.

I don't really go look at these sequences... It just kind of runs.

The result is a predictable business that generates consistent income.

With everything we collect from RightMessage, we understand the pain points of our customers very well. We know what's going on in their head, and we can almost anticipate their needs.

Future plans: Mobile app development and organic growth expansion

VIGEO is currently developing a mobile app to house all their content and further personalize the customer experience.

The company is highly focused on organic growth rather than paid acquisition, leveraging their deep understanding of customer psychology to create additional targeted entry points, each designed to capture specific segments of their growing market.

We're in the business of reciprocity. How can we continue to build reciprocity? We create amazing content based on exactly what they want. And then at that point, it's not a problem to make the offer.

Frequently asked questions

How did VIGEO increase customer lifetime value by 850%?

VIGEO increased customer lifetime value from $179 to nearly $1,700 (850% increase) by implementing hyper-personalized marketing based on deep customer insights from RightMessage surveys. Instead of generic "mom fitness" messaging, they discovered their best customers were perimenopausal and menopausal women with specific pain points like core strength, back pain, and sleep issues. By creating targeted lead magnets using exact customer language, building personalized email sequences with liquid code, and automating customized flows based on segmentation data, VIGEO made every customer feel understood and valued, leading to dramatically higher retention and recurring revenue.

What questions does VIGEO ask in their RightMessage surveys?

VIGEO's RightMessage surveys focus on psychographics rather than basic demographics. They ask about stage of life (small kids vs. empty nester), specific pain points (back pain, core strength, sleep issues, posture problems), and which problem is the customer's biggest priority. The RightMessage team helped them design these surveys to uncover what was really going on in their customers' minds. They also use thank you pages for deeper dives since customer intent is high at that touchpoint, gathering in-depth insights that drive product development and messaging strategy.

How does RightMessage integrate with Customer.io?

RightMessage integrates with Customer.io by syncing all segmentation data in real-time, enabling VIGEO to build automated email sequences that use liquid code personalization. When someone completes a RightMessage survey, their psychographic data (life stage, pain points, priorities) is sent to Customer.io where it triggers hyper-personalized messaging. The integration is so seamless that thousands of women receive daily emails that feel hand-written to their specific situation, with customers frequently replying saying "it's like you're in my head." All personalization runs on autopilot through automated sequences triggered by segmentation data.

What conversion results did VIGEO achieve with personalized lead magnets?

VIGEO's targeted lead magnets helped grow their email list from 45,000 to almost 400,000 subscribers (789% growth) while maintaining phenomenal open rates and strong click-through rates. By using exact customer language discovered through RightMessage surveys - creating specific offers like a "5-day core tuneup," "15-minute posture masterclass," and "body type quiz" instead of generic fitness content - the lead magnets immediately captured attention. Each lead magnet connects to paid products through automated sequences customized by the customer's specific needs and readiness level, contributing to 68% of revenue coming from recurring subscriptions.

How did VIGEO grow from $46,000 to $1 million in annual revenue?

VIGEO grew from $46,000 to just under $1 million in annual revenue by pivoting from generic "mom fitness" marketing to data-driven personalization targeting perimenopausal and menopausal women. Using RightMessage surveys to understand customer psychology, they discovered their target market had more disposable income and time than younger demographics, allowing them to focus on value rather than price. They built hyper-specific lead magnets using customer language, created personalized email sequences with liquid code, and automated their entire funnel based on segmentation data. They also cut ad spend by about half while maintaining subscriber growth, focusing on organic acquisition through targeted entry points.

What percentage of VIGEO revenue comes from recurring subscriptions?

68% of VIGEO's revenue comes from recurring subscriptions, demonstrating the power of their relationship-focused approach and deep customer understanding. This high recurring revenue percentage creates a predictable business that generates consistent income and runs almost entirely on autopilot through automated sequences. The recurring model works because VIGEO's personalization makes customers feel deeply understood - they don't just sell products, they create ongoing value by anticipating customer needs based on the psychographic data collected through RightMessage surveys.

How does liquid code personalization work in VIGEO email sequences?

VIGEO uses liquid code in Customer.io to dynamically personalize email content based on segmentation data from RightMessage. Liquid code pulls customer-specific information (pain points, life stage, priorities) and inserts it directly into email copy, making each message feel individually crafted. For example, a woman who identified back pain as her priority receives emails focused on back pain solutions using her exact words, while someone focused on core strength gets different content. The personalization is so targeted that thousands of women receiving daily emails genuinely believe Megan sits down and writes each one by hand, leading to high engagement and frequent personal replies.

How does VIGEO use customer language from surveys in their marketing?

VIGEO discovered through RightMessage surveys that customers used very specific language to describe their problems - they didn't talk about "getting fit," they talked about "improving core strength," "fixing posture," or "reducing back pain." This insight transformed their marketing: they scrapped generic lead magnets and created hyper-specific ones using exact customer phrases like "5-day core tuneup" and "15-minute posture masterclass." Using customer language in headlines, email subject lines, and ad copy immediately captures attention because it mirrors how prospects think about their problems, making the marketing feel personally relevant rather than generic.

What is VIGEO marketing automation strategy?

VIGEO's marketing automation strategy runs almost entirely on autopilot through sequences triggered by RightMessage segmentation data. When someone opts in through a targeted lead magnet, they enter a customized flow based on their specific pain point, life stage, and readiness level. The sequences use liquid code personalization to make every touchpoint feel individually crafted, nurturing leads with content that addresses their unique situation until they're ready to buy. As Shaun notes, "I don't really go look at these sequences... It just kind of runs." The system is built on reciprocity - providing amazing personalized content based on exactly what customers want, making the eventual offer feel natural rather than salesy.

How did VIGEO reduce ad spend while growing their email list?

VIGEO cut their ad spend by approximately 50% while growing their email list from 45,000 to almost 400,000 subscribers by focusing on organic growth rather than paid acquisition. Using deep customer insights from RightMessage, they created highly targeted entry points (lead magnets) that spoke directly to specific pain points using customer language. This made their organic content incredibly effective at attracting the right audience without paid promotion. They leverage their understanding of customer psychology to create content that naturally gets shared and discovered, rather than relying on expensive ads to push generic messaging to broad audiences.