FROM $404K
TO $790K
Subscription Revenue in a Comparable 60 Day Window
DTC Supplement Brand. The subscription system was underperforming across six measurable points. We diagnosed, rebuilt, and measured the result.
WHERE THEY STARTED
The audit was not about one bad email. It showed six leaks across the same customer journey.
BEFORE: Baseline 60 day subscription metrics
| METRIC | BASELINE | WHAT IT MEANT |
|---|---|---|
| Monthly Churn | 15% | About 15 of every 100 active subscribers left in a typical month. |
| Order 2 Retention | 38% | Out of every 100 new subscribers, only 38 reached the second order. 62 did not. |
| Subscription Take Rate | 7% | Out of every 100 eligible orders, only 7 customers chose the subscription option. |
| Payment Recovery | 12% | Out of every 100 failed renewal charges, only 12 were recovered. |
| Cancel Save Rate | 5% | Out of every 100 people who tried to cancel, only 5 chose to stay. |
| Avg Subscription Order | $36.11 | Across the baseline 60 day window, the average subscription order value. |
WE REBUILT THE SUBSCRIPTION JOURNEY IN SIX CLEAR STEPS
Measure the Leaks
We established the baseline, then identified where customers dropped, cancelled or failed to renew.
Rebuild the Offer
We made subscription easier to understand, more valuable on the first order and more flexible after checkout.
Teach the First 30 Days
We added usage education, expectation setting, habit reminders and renewal preparation before Order 2.
Make Control Easy
We surfaced delay, swap, pause and cadence options before the customer felt forced to cancel.
Recover Failed Payments
We created a deliberate retry and reminder sequence for billing failures, separate from voluntary cancellations.
Segment and Optimize
Prospects, one time buyers and subscribers received different messages because they needed different next actions.
A LATER 60 DAY WINDOW. A STRONGER BUSINESS.
Post optimization view: Jul 1 to Aug 29. Same 60 day length as the baseline so the comparison is fair.
AFTER: Post optimization 60 day subscription metrics
| METRIC | BEFORE | AFTER | GAIN |
|---|---|---|---|
| Subscription Revenue | $404,387 | $789,964 | +$385,577 |
| Recurring Revenue | $285,595 | $557,488 | +$271,893 |
| First Time Revenue | $118,792 | $232,476 | +$113,684 |
| Avg Revenue Per Order | $36.15 | $39.53 | +$3.38 |
BEFORE AND AFTER HEALTH
Monthly subscriber loss fell from 15 to 8 of every 100. A 46.7% reduction.
20 more of every 100 new subscribers reached Order 2 after the rebuild.
The share choosing subscription rose from 7 to 15 of every 100 eligible orders.
The recovery system saved 28 of every 100 failed charges instead of 12.
The cancel experience kept 13 of every 100 customers who tried to leave, versus 5 before.
The average subscription order increased by $3.39 after the rebuild.
THE FRAMEWORK IS REPEATABLE
Diagnose the leak, fix the journey, measure the result, then keep optimizing. More people subscribed, more reached Order 2, more failed payments were recovered and fewer people cancelled.
Make the subscription offer clear, valuable and easy to choose.
Teach customers how to use the product and what progress should feel like.
Protect Order 2, show flexibility and make subscriber control easy.
Recover failed charges and solve the real reason behind cancellations.
Your subscription program should not just exist. It should compound.
The real question is: how much recurring revenue is slipping away between the first order and the next renewal?
Back to All Case StudiesEVERY BILLING CYCLE MATTERS
A growing subscription business isn't simply acquiring more subscribers. It's getting more of them to stay through Order 2, Order 3, and beyond.
First 30 Days Activation Sequence (Earn Order 2)
| TIMELINE DAY | ACTIVATION STAGE | LIFECYCLE OBJECTIVE |
|---|---|---|
| DAY 0 | WELCOME | Set expectations & unboxing prep |
| DAY 3 | USE | Show how to start routine |
| DAY 7 | PROGRESS | Explain what to notice |
| DAY 14 | HABIT | Reinforce consistency |
| DAY 20 | CONTROL | Show skip & delay options |
| DAY 27 | RENEWAL | Prepare next order |
| ORDER 2 | STAY | Successful renewal |
Diagnostic Cancellation Saves (Match Action to Reason)
| CANCELLATION REASON | DIAGNOSTIC SOLUTION | CATEGORY |
|---|---|---|
| Too much product | Delay 14 days or adjust cadence | FLEXIBILITY |
| Too expensive | Targeted incentive or smaller pack | OFFER |
| Not seeing results | Product usage education & coaching | ADOPTION |
| Travelling | Pause subscription until return date | CONTROL |
| Wrong flavor / variant | One click product swap | VARIATION |
REPLENISHMENT BY CONSUMPTION
Don't remind them when it's convenient for Klaviyo. Remind them when they're actually likely to run out.
1 Month Supply
Send early reminder before stock out
3 Month Supply
Check in on progress & send reorder prompt
5 Month Supply
Nurture usage habits & send timely restock
Where native integrations aren't enough, we help architect the data logic required to make the lifecycle work properly across all customer cohorts.
YES, WE STILL OBSESS OVER EMAIL & SMS
Retention is the bigger picture. Email & SMS are still two of the most powerful ways we execute it. We handle the entire engine.
| PILLAR | CAPABILITY | EXECUTION & SCOPE |
|---|---|---|
| 01 | Strategy | Campaign calendars, promotional strategy and lifecycle planning. |
| 02 | Copywriting | Messaging that sounds like your brand and gives customers a reason to act. |
| 03 | Design | Custom creative built around conversion without making every email look like an advertisement. |
| 04 | Flows | Welcome, browse, cart, checkout, post purchase, cross sell, replenishment, win back and custom lifecycle journeys. |
| 05 | SMS | Built alongside Email so the two channels work together instead of fighting for the same conversion. |
| 06 | Segmentation | Based on engagement, purchase history, product, lifecycle stage, subscription behavior and customer value. |
| 07 | Deliverability | List health, suppression, engagement and sending strategy designed to protect the channel long term. |
| 08 | Testing | Creative, copy, offers, timing, cadence, segmentation and entire customer journeys. |
We put our money
where our mouth is.
We guarantee to grow your backend revenue within 90 days.
If we don't grow your backend revenue within 90 days, we work for free until we do.
Zero risk on your end.
