Fixing subscriptions trend for Bully Max Pet Nutrition store

Our
Challenge

Bully Max came to us with the request to analyze and fix the volatile downward trend. From month to month list grew rapidly and then inexplainably lost subscribers. We needed to come up with:

Comprehensive analysis for the reasons for such volatility and gaps in the subscription and other automation flows
Strategy how to fix the email automation flows and bring back the lost subscribers
Implement the changes seamingly and without the interuptions for existing subscribers

Bully Max needed a quick investigation, strategy, and immediate reversal of the downward trend in subscription numbers.

Beyond Welcome Solution

To get to the bottom of the problem we performed segment-based behavioural analysis. Our marketing automation agency specialists segmented customers into main groups, separating subscribers from the rest completely. It allowed our Klaviyo team to analyze audiences' behaviour, subscription cancellation trends and volumes against meaningful events (e.g. campaigns, days of the week, etc.)

Our team's investigation has shown that both new and existing subscribers were unsubscribing during campaigns, chasing better deals. The incentive framework included conflicting offers that made it possible to get more value by unsubscrubing and subscribing again during seasonal or sales campaigns.

Existing customers received the same campaigns as new subscribers
Mixed messages incentivized existing customer to resubscribe to recieve discounts and other incentives

In the gap between resubscribing some users were lost
This caused both the volatile email list numbers and negative trend in subscriptions in general

Results

Based on the uncovered data we revamped segmentation, stopped sending campaign emails to existing subscribers and incentivizing them to unsubscribe. These changes have reversed negative trend withing the first month of implementation, and subscriber count started growing again.

Separated subscriber and non-subscriber campaigns and offers.
From Investigation to full Implementation - 2 weeks
From -0.37% subscribers per month to +0.55% in 1 month
Now implemented subscriber-only loyalty program to increase retention and LTV

BFCM Campaign for Bully Max Performance Nutrition store

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