A high-growth subscription brand had gone quiet on its subscribers after onboarding, sending nothing but a billing reminder until renewal. We turned that silent window into a bundle-upgrade engine, moving subscribers onto larger bundles and generating over £700,000 in annual upgrade revenue, before counting a single downstream order or the long-term LTV lift.
Facts
Client: Leading Collagen Brand
Industry: Health & Wellness
List Size: +1M
Partners: Zaymo
ESP: Klaviyo
Focus area: Subscriber LTV expansion & bundle upgrades
Results
- £700,000+ in additional annual revenue from upgraded orders alone, before any downstream orders or LTV gains
- Subscribers moved up the bundle ladder (1 → 3, and 3 → 6), toward the tiers the data linked to stronger retention
Client Insights
This is one of the fastest-growing health & wellness brands in Europe, built on an exceptionally strong acquisition funnel. Almost all of that growth flows through a single hero product, sold in a range of bundle sizes. A clean, focused model that most brands would envy.
That focus is a strength. It also concentrates the opportunity: when nearly all revenue runs through one product line, the biggest lever is not adding more SKUs. It is getting more of the right customers onto the right bundle.
The Challenge
When YOCTO mapped the subscriber lifecycle, one gap stood out immediately. After a customer subscribed and moved through the initial onboarding sequence, the messaging simply stopped. From that point until renewal, the only email they received was the billing reminder.
From a pure retention standpoint, that restraint was defensible. No one was being over-emailed. But it left an enormous amount of lifetime value untouched.
These were engaged, paying subscribers in the middle of their journey, and nothing was working to deepen the relationship or grow the value of each subscription over time.
The data made the opportunity concrete: subscribers on the larger bundles retained better and were worth significantly more over their lifetime than those on the smaller ones. The customers most likely to stay and keep spending were already telling us which bundle to move people toward.
Our Process
Rather than introducing new products into that quiet window, we made a deliberate choice: double down on what customers already loved. With the hero product driving the overwhelming majority of sales, the highest-confidence move was not cross-selling something new. It was helping subscribers buy more of the thing they had already committed to, on the bundle that served them best.
1. Upgrading subscribers along the bundle ladder
We focused on the two smallest bundles – the 1-unit and 3-unit plans – because that is where the upgrade headroom was greatest. Subscribers on the 1-unit plan were guided up to the 3-unit bundle, and subscribers on the 3-unit plan were guided up to the 6-unit bundle. Every upgrade moved a customer in the direction of the data already associated with stronger retention and higher lifetime value. Not toward something new and unproven, but toward the version of their own subscription that consistently performed best.
2. Timing the ask for maximum relevance
We built dedicated upgrade flows triggered 7 days before renewal, deliberately limited to the first and second renewals – the window where upgrade intent is highest and the routine is still forming. Reaching customers before renewal, rather than after, framed the upgrade around two honest and compelling benefits: a lower cost per unit on the larger bundle, and better results from longer, more consistent use, with a large enough bundle to unlock the brand’s results guarantee. The larger bundle was not positioned as “spend more.” It was positioned as the version of the product most likely to work for them.
3. Seamless, in-email upgrades with Zaymo
An upgrade offer is only as good as how easy it is to accept. Instead of routing customers to the subscription portal, we integrated Zaymo so subscribers could move to a larger bundle in a single tap – without ever leaving the email, removing the friction to upgrade.
The Results
- £700,000+ in additional annual revenue, from upgraded orders alone
And that figure is deliberately conservative. It captures only the immediate upgrade. It does not include the additional orders these customers go on to place, or the compounding lifetime-value increase that comes from moving them onto a higher bundle with stronger retention.
Where To From Here?
We are not stopping at the first two renewals. The upgrade engine is already being extended further along the lifecycle, so subscribers keep finding the right bundle at the right moment well beyond their early renewals.
The next frontier is cross-sell, built in the same patient, data-led way: introducing a second product as a free gift alongside the hero product first, letting customers experience it with zero risk and no hard sell. Then, cross-selling it at the moment of need, timed to when that item’s supply is about to run out.
The philosophy stays the same throughout: find where lifetime value is hiding, then build the shortest possible path between the customer and the offer that is genuinely right for them.