Recurring revenue that is rented, not owned, until churn says otherwise

A subscription brand compounds or leaks; there is no middle. Acquisition maths only works at the retention rate the product actually earns, so the honest work starts with churn: why people leave, when, and what the first two weeks did about it. The lifecycle programme is the product experience here, not a marketing add-on

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Three facts that shape the plan for subscription brands

76%of all automation-generated email orders come from just two flows: abandoned cart and welcome. The unglamorous sequences carry the programme.Omnisend, 150,000 brands, 2025 data.
18xrevenue per recipient from automated flows against ordinary campaigns; onboarding and renewal messages do disproportionate work.Klaviyo benchmarks, January 2026.
2 weeksof early experience decide most subscription churn. Fixing week one beats discounting month six.Silvengate market analysis, 2026.

The problems that come up most

Box and replenishment subscriptionsMemberships and communitiesOnboarding and first-box experiencePause, downgrade and win-back pathsCohort retention measurementGifting and seasonal acquisition

What the plan has to account for

Subscription reporting is cohort reporting: blended averages hide the leak. The plan measures each month's intake on its own curve, prices the pause against the cancel, and treats the first fortnight as the highest-leverage marketing surface the brand owns.

How we work, stage by stage

Where the scan usually points for subscription brands

Email and customer retention

Make more revenue from the customers you already have.

Analytics and reporting

Know what is actually driving growth.

Landing pages and conversion

Get more customers from the traffic you already have.

What we fixed. What changed

Ecommerce · Email and retention

Home fragrance brand, UK

22%of online revenue from email, up from 13%, five months

Customers received a welcome discount and then largely the same weekly campaign regardless of what they had viewed or purchased. We introduced product-specific post-purchase, replenishment, cross-sell, abandoned-cart and lapsed-customer flows.

Email revenue increased from 13% to 22% of total online revenue over five months. Revenue per subscriber increased 41%.

Ecommerce · Paid ads

Cycling apparel retailer, France and Belgium

2.8blended return on ad spend, up from 2.0, six months

More than 60 campaigns split budget across products, audiences and creative variations, leaving many campaigns without enough purchase data to optimise effectively. We consolidated the account, rebuilt the product feed, excluded low-margin products and focused creative testing around three core customer use cases.

Blended ROAS increased from 2.0 to 2.8 over six months while spend fell 7%. Paid revenue increased 29%.

Ecommerce · Landing pages and conversion

Premium cookware brand, UK

+15%checkout completion rate, eight weeks

Shipping costs only appeared near the end of checkout and mobile customers were required to create an account before paying. We showed delivery costs earlier, made guest checkout the default and added Apple Pay and Google Pay.

Checkout completion increased 15% over eight weeks. Mobile revenue per visitor increased 12%.

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Key shifts, emerging trends and what they mean for business