Retaining Customers Is Essential For Growing Your Business
In lifecycle marketing, few things are as high-impact as a strong retention strategy. While acquiring new customers is essential to growing your business, a strong base of loyal VIPs helps ensure your business grows steadily and sustains that growth.
Brand Overview
Below you’ll find a breakdown of a retention experiment I ran for Live it Up (formerly Enso Superfoods), a DTC brand that sells a greens powder with 20+ organic superfoods that help make up for what your nutrition lacks.
Project Ownership
I managed the completion of this project from beginning to end; owning creation of the emails, set up in Klaviyo, and the analysis of the results.
Challenges
Live it Up, a startup company that sells popular blends of Superfoods, relies heavily on a base of monthly subscribers to sustain and grow their business. Since their product contains probiotics and digestive enzymes, it needs to be taken daily for optimal results. So, not only does the business rely on subscribers from a cash standpoint, but the product almost demands a subscription as continued use is what makes it effective. This, of course, makes a strong retention strategy paramount.
Results
By the end of the experiment, we had optimized our post-purchase flow that occurs in Month 1 of a users subscription to result in the lowest churn possible.
We first analyzed existing data from churned subscribers. We learned when they churned and why, and tailored our lifecycle communications based on these learnings. For instance, we discovered that users were more likely to cancel based on “taste” between day 4-7, as that was when they were receiving the product and tasting it for the first time.
To combat this, we added an email with recipes, and language throughout the series that greens were an acquired taste and the habit took awhile to get into. The emails from this series are below.
Improved Month 1 retention from 92% to 96%.
Resulted in significant learnings about when subscribers churn, and why.
