Subscription Consumer Brand

Segmented email strategy built to solve a persistent subscriber retention problem

The Brief

Email Marketing
Organic
E-commerce

Our client, a subscription-based consumer brand, was consistently losing subscribers faster than they could replace them, and needed a retention fix that didn't rely on intrusive pop-ups, which the brand had ruled out on principle.

What we set out to do in the beginning.

01
Diagnose the Drop-Off
Understand where and why subscribers were disengaging.
02
Rebuild Retention Without Pop-Ups
Solve the churn problem within the client's brand constraints.
03
Improve Relevance Through Segmentation
Move from blanket sends to targeted communication.

Strategy

We audited the full subscriber journey and rebuilt the email marketing approach around segmentation, grouping subscribers by behaviour and engagement rather than sending the same message to everyone. This let us target at-risk subscribers with more relevant, timely communication instead of leaning on the pop-ups the client didn't want.

In Practice

Segmented email strategy built to solve a persistent subscriber retention problem

Our Results

Segmented
Email framework implemented
Zero
Pop-ups used
Retention
Campaigns replacing blanket sends

Outcome

By working within the client's brand constraints rather than around them, we found a genuinely more sustainable fix for retention, one built on relevance rather than interruption.

Campaign Highlights