See how Pair Eyewear turned customer behavior into personalized email content powered by email personalization, generating measurable revenue without adding production work.

“The partnership has been collaborative, strategic, and high impact. Zembula’s platform works, and their team is great to work with.”
Nikee Pomper, Senior Director of Lifecycle Marketing at Pair Eyewear

About

Pair Eyewear makes customizable glasses with magnetic Top Frames that let customers change their look without changing their prescription Base Frame. The glasses are available through the company’s website, independent optical practices, and major national retailers including America’s Best.

The background

Pair Eyewear offers customers a highly customizable product: magnetic Top Frames that transform each Base Frame through a new color, pattern, or style. That idea has taken Pair from an online direct-to-consumer brand into major retailers and independent boutiques.

Nikee Pomper, Senior Director of Lifecycle & Retention, and Heidi Pauer, Senior Manager of Lifecycle & Retention, saw an opportunity to extend that sense of personalization into Pair’s email marketing. They wanted everyday emails to reflect each customer’s interests, behavior, and relationship with the brand, making the experience feel as individual as the frames themselves.

Challenge

Bringing one-to-one relevance to daily emails with a two-person team

Pair already personalized abandoned-cart and abandoned-browse emails in Klaviyo. Outside those specific triggered events, however, most daily promotional emails lacked personalized email content that reflects each customer’s latest behavior, loyalty status, available offers, or order activity.

The data needed to create those experiences lived across Klaviyo, Shopify, Yotpo, Subscribfy, and Loop Returns. Heidi and Nikee had no practical way to bring all those signals together in Pair’s daily emails, where customer information could be turned into relevant content at scale. They had the data and creative ideas to make email more relevant, but not the capacity to turn them into thousands of one-to-one experiences.

The team tested personalization within Klaviyo, but the experiments produced only a modest revenue lift. Reaching more customers manually would have required Heidi and Nikee to design, build, and manage an impractical number of content versions, especially challenging for this two-person team.

“We don’t have the bandwidth on our team to create those designs, let alone develop and build one-to-one email personalization within Klaviyo,” Heidi says.

Heidi and Nikee explored other options, keeping price and flexibility as key considerations. However, the alternatives came at a higher price point and felt more limited to out-of-the-box capabilities.

Heidi had previously used Zembula while working at an agency and introduced the platform to Pair. She knew that the platform’s ability to create personalized email content at scale would generate the revenue that she knew was in reach.

“We were looking for a way to bring more email personalization into our email campaigns so we could market one-to-one. We just weren’t getting to the next level.”

Solution

Creating tailored experiences without the manual work

Onboarding was thorough without slowing Heidi and Nikee down. Zembula connected directly with Klaviyo, Shopify, Yotpo, Subscribfy, and Loop Returns, bringing Pair’s behavioral, ecommerce, loyalty, subscription, shipment, and returns data into the platform, ensuring it was accessible and integrated.

Zembula used that data to power personalized email content, while Heidi and Nikee continued building and sending campaigns through Klaviyo’s drag-and-drop editor. The teams met weekly during onboarding to check that every connection and experience was working correctly.

Zembula now takes on the heavier production work. The two teams first align on strategy, then Zembula turns these ideas into mockups and builds the approved experience in its platform. Pair reviews the finished build before Zembula loads it into Klaviyo as a dynamic block. Heidi then adds the block to Pair’s template, checks that everything renders correctly, and sets the email live through her usual workflow.

The testing approach

Pair added Zembula Dimensions™ to their workflow, using Smart Banner and Smart Kicker to test personalized email content against Pair’s existing static banners.

A Smart Banner at the top and Smart Kicker at the bottom bookended Pair’s daily emails with personalized email content. The moment a customer opened an email, Zembula’s Composition Engine used live customer data to display the most relevant, pixel-perfect, on-brand image. The initial test included 40 Smart Banner variants and rendered 1.05 million personalized images.

Zembula also created control experiences and provided detailed reporting that connected personalized email content to individual transactions. The data quickly showed that the program was driving incremental revenue.

Pair could finally bring abandoned carts, recently browsed products, loyalty information, subscription, offers, pricing, and reviews into daily emails without building a separate version for every customer or send.

Making personalization part of every send

Today, with those same dynamic placements, Pair delivers a range of personalized experiences without Heidi and Nikee having to build or manage multiple versions in Klaviyo.

The platform determines which content is most relevant to each customer, then uses Pair’s latest data and approved designs to render it when the customer opens the email. For Heidi and Nikee, that means incorporating abandoned-cart and browse reminders, along with loyalty and subscription messaging, into the daily promotional emails customers already receive. Giving those high-intent messages more visibility creates more opportunities to bring shoppers back and recover revenue.

Zembula has stayed closely involved even after launch. In biweekly meetings, the team shares ideas for layouts and messaging based on what has worked across other retail email programs. Detailed reporting connects each content block to individual transactions, helping Pair identify the experiences driving the most revenue and decide where to scale, refine, or test.

“Zembula takes on the heavy lifting. We can go into the platform to make edits or review results, but their team handles the builds and development work that we don’t have the bandwidth to manage ourselves.”

Results

Pair Eyewear drives 30x ROAS with personalization at scale

Working with Zembula has provided measurable revenue growth and a practical way for Pair to deliver more relevant email experiences without adding production work.

• 21.5% revenue lift
• 30x return on ad spend (ROAS)
• 3x higher retail email click-to-conversion rate
• 10x increase in click-to-conversion rates for loyalty and abandoned-cart experiences
• 1.05 million personalized images rendered across 40 Smart Banner variants

After seven months of strong results, Pair is expanding its work with Zembula. The team’s next test will bring Zembula content into the full hero of its abandoned-cart emails, allowing Pair to feature every product a customer left behind alongside loyalty points, available offers, and product reviews.

Heidi and Nikee also plan to explore personalized abandoned-browse content and product recommendations, building on the same low-lift workflows that have proved successful.

“Zembula has enabled us to deliver tailored email content at scale. We can now create customer experiences that wouldn’t have been possible for our team.”

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