Subscription-Based Email Lifecycle Flow

Flow Type: Subscription-based post-purchase lifecycle Objective: Retain, upsell, and educate current subscribers through a phased email journey Platform: Klaviyo Timeline: 60+ days

The goal was to create a multi-stage lifecycle flow that speaks to both new and returning subscribers based on their order behavior—while introducing upsells, education, and incentive nudges over time.

Each step of the flow was based on purchase history, product use cycle, and timing relevance, with wait periods designed to align with usage patterns.

When someone is added to a new subscription segment → Enters a post-purchase engagement sequence

Checks if the customer has ordered a product in the last X days.

Yes (Returning Subscriber): Branch A

No (New Subscriber): Branch B

Open rate: 47.4%

Placed order: 0.2%

Purpose: Acknowledgement, quick win, community reinforcement

Open rate: 50%

Click rate: 4.7%

Purpose: Product education for longevity + trust

Open rate: 25%

Placed order: 0%

Purpose: Soft upsell to upgrade to multi-pack

Open rate: 62.4%

Placed order: 0.3% ($1.46K revenue!)

Strong initial engagement

Open rate: 62.3%

Click rate: 5.3%

Placed order: 0.1%

Value-driven content, good click rate

Open rate: 53.4%

Placed order: 11% ($33.6K!)

Top-performing email — strong CTA, likely driven by loyalty reward / milestone

Open rate: 56.3%

Click rate: 2.7%

Purpose: Retention + incentive

Loyalty-Driven Punchcard Email: $33.6K from a single flow step — major revenue driver. Reinforce this in future flows.

Educational Touchpoint: The “How To” email got strong click-throughs—include more “value-first” emails early.

Upsell Needs A/B Testing: The “Upgrade to 4 pack” underperformed. Could test alternate subject lines or bundle positioning.

Segmentation Opportunity: Consider separating first-time buyers vs. subscribers with 2+ orders for more personalized pacing.

This flow proves that retention is more than reminders—it’s relevance, value, and well-timed nudges. Educational content builds trust. Loyalty rewards drive action. And the best-performing email wasn't the flashiest—it was the one that met the customer exactly where they were.