Lumine Organics was acquiring subscribers faster than almost any brand we’d seen, and the next opportunity was keeping more of them. We rebuilt the cancellation experience in Loop, turned failed payments into a recovery system, and then took over the Klaviyo program. Subscriber churn fell 22% in the first week, and over the last four weeks the weekly rate has averaged 42% below its peak. Email revenue rose 35% in the first 29 days after the takeover, on 87% fewer campaigns: 22 instead of 174.
Facts
Client: Lumine Organics
Industry: Supplements (health & wellness)
List Size: 470K+
Partners: Loop
ESP: Klaviyo
Focus area: Subscriber churn, payment recovery & lifecycle email
Results
- -42% weekly subscriber churn from its peak in the two months before we started, with the first drop (-22%) the week our work went live
- +35% email revenue on 87% fewer campaigns: 22 sends instead of 174 in the 29 days after the Klaviyo takeover
- +51% flow revenue in the same 29 days, from a newly built flow library
- 14% to 54% of failed renewals recovered each week, with recovered revenue up 77% week on week
Client Insights
Lumine Organics is a fast-growing organic supplement brand built on subscriptions. The team tests new products every month, keeps the ones that prove themselves, and puts the winners on a subscribe-and-save offer. Acquisition was never the problem: the brand was adding subscribers at a pace we rarely see.
Like most brands growing that quickly, the team’s energy had gone into product and acquisition. Retention was the next lever, and that’s where we came in.
The Challenge
When we audited the account in June, the biggest opportunity was in cancellations. The cancellation flow had room to save many more of the people who entered it, and a lot of cancellations clustered around the first billing reminder, the moment a subscriber hears their next order is on its way.
Failed payments were the second opportunity. Loop’s recovery settings had more to give, and every declined card that isn’t recovered is a subscriber lost by accident.
The third was the email program itself. It ran on campaigns, more than 150 a month, while the automated flows that do the steady work were still to be built. Subscribers were also getting the same promotions as everyone else, which isn’t what someone already on a subscription needs to hear.
Our Process
1. A cancellation experience built for the moment, in Loop
We rebuilt the flow from the first screen. Instead of a reasons dropdown, a subscriber who clicks cancel now sees a benefits page first, written for where they are in the subscription: “your results are just starting” for a first-order customer, “look at what you’ve saved” for a loyal one. The retention offers underneath are specific to the product and to the order count (first order, orders two and three, four and up), because a generic 10% off saves nobody who’s leaving because they have too much product. We switched on pause and skip in the portal so “too much” has an answer other than cancel, tested a mystery reward against the standard banner, and introduced a rewards journey so the subscription gets better the longer you stay.
2. Payment recovery as a system, not a setting
Loop’s dunning went to full strength, with the early retries kept silent because most failures fix themselves. For the ones that don’t, a Klaviyo flow now triggers on the failed billing attempt, with messaging that escalates by the number of retries left and a Loop quick-action link that updates the card in one tap. The share of failed renewals recovered went from 14% in early July to 54% by the week of September 7.
3. The Klaviyo takeover: fewer campaigns, real flows
We took over Klaviyo on August 17. The first move was subtraction. Subscribers came out of the promotional blasts, the campaign calendar dropped from 174 sends to 22, and the sends that stayed got stronger offers and better design. Then the flow library: welcome, checkout and site abandonment, browse abandonment, and a post-purchase sequence that disarms buyer’s remorse at order placed, sets expectations at order fulfilled and drives routine and cross-sells once the product is in use. An evergreen flow now recycles the best-performing campaigns to recently engaged readers, so revenue doesn’t depend on the weekly calendar alone.
The Results
Churn is the number this engagement was hired for, so here’s the full curve, read from Loop. Weekly subscriber churn had been flat for the two months before we started. The week we went into Loop’s cancellation flows, it fell 22% from the week before, and it never went back. By September the weekly rate was running a third below June. Over the last four weeks it has averaged 42% below its peak in the two months before we started, and on the monthly view the churn rate fell 29% between June and September.
The step change came the week our work went live, and it has held every week since.
Email is cleaner to measure. In the 29 days after the takeover, against the 29 days before, with store revenue flat:
- Email-attributed revenue up 34.6%
- Flow revenue up 51.2%
- Campaign revenue up 7.7% on 87% fewer sends: 22 instead of 174
The email figures are Klaviyo’s attributed revenue, read on the same window before and after the takeover.
Where To From Here?
Next come reactivation flows for subscribers who’ve left, the readout on the rewards-journey test (a flat reward across the first three orders against a descending ladder), and a cancellation flow segmented one level deeper, by product as well as by order count.
