In partnership with

As promised, here’s the third part of the series on retention. If you haven’t already, make sure to check out part one and part two before reading the below.

Today’s edition focuses on subscriptions, which is relevant for the many supplement brand owners receiving this newsletter.

Managing Subscriptions and Boosting AOV and LTV

In Klaviyo, one of the most powerful actions you can take is sequencing and timing certain emails around managing customer subscriptions.

With the right set of flows at the right time, you can easily boost returning AOV and in turn, LTV.

If you sell consumable products like supplements or skincare, then make sure you’re taking advantage of the integrations between subscription apps like Recharge.

One of my favorite ways to do this is through Recharge’s Quick Action URLs, which are dynamic links that are emailed to your customers. Quick Actions automatically generate a unique link specific to your customers based on their subscription data.

Within the email itself then, you can include links for, among other things:

1. Shipping an order immediately

2. Adding an upsell

3. Skipping the next order

4. Managing the subscription

One of my favorite email tactics centers around the second option.

Simply send an email to encourage subscription customers to add upsells to their upcoming subscription order.

The way I’d go about doing this is to map out your customers’ product journey and identify the most popular products that are purchased as the second or third order. You can do this using an app I’ve frequently referenced in this newsletter, Lifetimely.

I would also break this down by product and match the most popular second and third orders based on what product was purchased as part of the first order.

Then, with the integration between Recharge and Klaviyo, you can set up a trigger for a flow for an upcoming order on Recharge.

Just a few days before the order is shipped, you can email the customer to add an additional product to the upcoming order for them to try.

In this particular case, you can use Recharge event metrics as the trigger for your flow in Klaviyo and then also include a Quick Action URL in a flow to send automated notifications based on customer events.

All subscribers now have to do is click the link in the email, and an additional product will be added to the upcoming order for them to try.

Remember to set up a filter so that they only receive this upsell email once and not every time a subscription renews.

If you’d like to learn how to put together this email and the copy that goes with it, check this out.

Before we continue, here’s a quick message from today’s sponsor:

Run ads IRL with AdQuick

With AdQuick, you can now easily plan, deploy and measure campaigns just as easily as digital ads, making them a no-brainer to add to your team’s toolbox.

You can learn more at www.AdQuick.com

Winning Back Churned Subscription Customers

Flows in Klaviyo to win back cancelled subscribers are critical.

First, when a subscriber cancels a subscription, they should receive a series of emails as part of a custom-built Klaviyo flow to reduce churn and win back subscription customers.

The best way to do this is by creating personalized flows based on the reasons for canceling.

For example, in Recharge, add cancellation reasons a subscriber looking to cancel can choose from.

Since the Recharge metrics integrate with Klaviyo, you can then send those cancellation reasons back to Klaviyo and add them as custom properties, which can then be used to create filters in your post-cancellation flow.

For example, if a customer cancels a subscription because they responded that they already have more than they need, you can send an email showcasing different options for the frequency of delivery.

Or if the customer canceled because they don’t use the product enough, you can send an email showcasing the benefits of using the product more consistently.

By tailoring emails based on the cancellation reason, you can expect to win back a significant number of your churned subscription customers.

Tweet of the Week

Moving beyond retention, it’s always good to see DTC Twitter come to the realization how important copy and direct response marketing is.

More specifically, longer form copy tends to convert better than short form copy across the board.

Many of you may recognize the bullet points directly from the playbook.

The email marketing playbook should be ready by the end of the week. I’ll follow up with some more media buying strategies and more retention topics.

Talk soon,

Sharad

@pmktg00

Next Steps

If you own or operate an e-commerce brand generating at least $1,000,000 in annual revenue, feel free to book a call with me to discuss how we can improve your ad creatives, landing pages, and email/SMS marketing strategy.

To further enhance your e-commerce and marketing skills, you may be interested in signing up for one of the options below:

1. Learn branded direct response copywriting and how to create high converting cold traffic funnels here.

2. Learn how to write advertorials here.

Sponsorship Opportunities

This newsletter is growing rapidly, and at the current rate, we should hit 50,000 subscribers by the end of the year. I’m looking for sponsors who want to reach a highly engaged audience (over 50% open rate and 9% click rate) consisting of owners and operators of 8 figure brands, agency owners, and other marketers. For more information and detailed newsletter metrics, feel free to reach out to me by replying back to this email.