How Frøya Cut Subscription Churn by 33% With One-Click Flexibility and Better Post-Purchase Education

The Challenge

Frøya is a high-performance skincare brand with a subscription-first model and a minimalist product range. While acquiring new customers wasn’t an issue, keeping them subscribed after the first or second order was.

The biggest cancellation driver?
Excess stock. Customers were skipping usage days, falling behind, and eventually canceling rather than adjusting their subscription. Combine that with generic billing reminders and no proactive guidance, and the result is a leaky retention funnel.

Our process

1. Reframing the Post-Purchase Experience

We built a full post-purchase email masterclass educating customers on habit formation, ingredient benefits, and long-term skincare routines.

To help customers stick to the habit, we included a free digital daily tracker to log their product usage, shifting the focus from passive use to an active routine.

2. Smart Timing Analysis

We reviewed cancellation data and noticed that the highest churn risk coincided with the subscription billing reminder emails. The only CTA? “Manage Subscription” is practically an invitation to cancel.

3. Giving Customers More Options (Without Leaving Their Inbox)

We rebuilt the subscription reminder email using Zaymo, which allows subscribers to manage everything: skip, delay, cancel, or even add products without ever leaving their inbox.

We added two key features:

• Delay Button: For users who had excess product but didn’t want to cancel
  
• One-Click Upsell: For users ready to try something new or add to their order

4. Post-Purchase Flow Optimization With Wonderkind

We branded and upgraded Frøya’s transactional emails using Wonderkind, transforming them into highly engaging post-purchase touchpoints. The result?

Averaging over 10% click rates, these emails brought thousands of users to a custom landing page where we could educate and upsell in a branded environment.

The Results 

WHERE TO FROM HERE?

Next on the roadmap: a new “streak” reward system for subscribers who receive their first two orders without delays. The idea is simple: stay consistent, unlock a surprise gift. 

It’s a small layer of gamification that helps turn early orders into lasting habits. Because with retention, it’s not just what you send, but it’s when, how, and why it lands.

WANT TO BE NEXT?

We help brands like Frøya turn post-purchase drop-off into long-term loyalty with smart timing, habit-building content, and one-click flexibility that keeps customers in control.

If your subscribers are skipping, pausing, or canceling faster than you can acquire them, it’s time to rethink your retention strategy.

Want to see how much revenue you’re losing and how to win it back? Book a 30-minute Socratic Interview, and let’s close the gap together.