FACTS
Client: Froya
Industry: Health & Beauty
List Size: 550K+
ESP: Klaviyo.
RESULTS
- 33% drop in cancellation and skip rate from 1st to 2nd order.
- 11% drop in cancellation and skip rate from 2nd to 3rd order.
- Over 10% click rate on revamped post-purchase journey & transactional emails.
- Thousands of profiles driven to post-purchase landing pages.
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
Highlights
A 33% reduction in cancellations and skips from the first to the second order
An 11% improvement from the second to the third order retention
Transactional emails became a high-traffic acquisition source for educational content and upsells
Most importantly, Frøya’s customers felt more supported, more informed, and more in control of their subscriptions
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.