Subscription LTV Playbook™

Rahi Jain
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  • Marketing
  • Weekly

Subscription retention playbooks for DTC brands doing $1M+. Each episode breaks down how brands like Grüns, Dr. Squatch, Create and IM8 build their offers, cancel flows and retention, scored on the 48-point Subscription LTV Scorecard™, plus the playbooks we run on Recharge, Skio, Stay AI and Loop to keep subscribers past order 3. Hosted by Rahi Jain, Subscription LTV Specialist and founder of RetainUP: 80+ subscription brands, in ecommerce since 2009. Free subscription audit: https://retainup.co/free-subscription-audit/

  1. Oct 28

    Cancellation Timing: 30,275 Cancels Fall on 3 Days | Subscription LTV Playbook™

    I pulled 30,275 cancellations from one brand and counted them by day. Most fall on three days. Day zero: 5.6% to 8.4% cancel the day they subscribe, at every frequency. The reminder: a pre-charge email three days out made its own cancel day, with 588 cancels on day 27. The charge day, the biggest of all, and what to fix on each of the three. Read the full breakdown: https://retainup.co/subscription-cancellation-timing/ Get your program scored, free: https://retainup.co/free-subscription-audit/

    Cancellation Timing: 30,275 Cancels Fall on 3 Days | Subscription LTV Playbook™

  2. Oct 28

    Cancel Flow: How One Brand Went From 14.8% to 29.6% Saved | Subscription LTV Playbook™

    The average cancel flow saves 1 in 6. We moved one brand from 14.8% to 29.6%, about 1 in 3. All 7 screens, in the order they should run. Why a discount is the wrong first answer. Why you read post-save revenue next to the save rate. Read the full breakdown: https://retainup.co/cancel-flow-case-study/ Get your program scored, free: https://retainup.co/free-subscription-audit/

    Cancel Flow: How One Brand Went From 14.8% to 29.6% Saved | Subscription LTV Playbook™

  3. Oct 28

    Pause and Skip: 40 to 60% of Saves Gone in 90 Days | Subscription LTV Playbook™

    I tracked the accounts. 40 to 60% of subscribers "saved" by a pause or skip were gone within 90 days. Pause is rehearsed churn: a one-month pause brings back 9 in 10, a three-month pause brings back 6. The seven levers before cancel: reschedule, skip, change frequency, swap, pause, discount, cancel. Get the order right and 70% of your saves happen before anyone reaches the cancel flow. Read the full breakdown: https://retainup.co/subscription-pause-skip/ Get your program scored, free: https://retainup.co/free-subscription-audit/

    Pause and Skip: 40 to 60% of Saves Gone in 90 Days | Subscription LTV Playbook™

  4. Oct 28

    Subscription Reminder Email: Build the One That Cuts Cancellations | Subscription LTV Playbook™

    The email before every charge is where a lot of subscribers decide to cancel. I'll show you how to build one in Klaviyo that keeps them instead. What goes in it: the product, the date, and skip and swap buttons, not a bill. When to send it, and a different version for orders 2, 3 and 6. The Klaviyo build step by step, with the events for Recharge, Skio, Loop and Stay AI. Read the full breakdown: https://retainup.co/subscription-reminder-email/ Get your program scored, free: https://retainup.co/free-subscription-audit/

    Subscription Reminder Email: Build the One That Cuts Cancellations | Subscription LTV Playbook™

  5. Oct 28

    Offer Framework: 5 Decisions, $110 to $240 Order Value | Subscription LTV Playbook™

    Your offer can make or break your subscription. IM8 moved new customers to a three-month plan and order value went from $110 to $240, same product. Terms: match frequency to consumption, and why three months pays back CAC on order one. Price ladder and bundles: one "save X%" everywhere, 10% extra for two products, 15% for three. Rewards and save offers: gifts where your cohort drops, and pause and skip before any discount. Read the full breakdown: https://retainup.co/subscription-offer-framework/ Get your program scored, free: https://retainup.co/free-subscription-audit/

    Offer Framework: 5 Decisions, $110 to $240 Order Value | Subscription LTV Playbook™

  6. Oct 28

    Grüns: A $1.2B Program, the Top Score Yet at 85.5/100 | Subscription LTV Playbook™

    Grüns sold for $1.2B, and their subscription scored 85.5 out of 100. The highest score I have given. They sell to the whole household, with a kid supply added right from the cart. Seven emails in the first seven days, and the results timeline on the checkout page. Limited drops, a detailed FAQ, and the one piece they have not built: rewards and milestones. Read the full breakdown: https://retainup.co/gruns-subscription-teardown/ Get your program scored, free: https://retainup.co/free-subscription-audit/

    Grüns: A $1.2B Program, the Top Score Yet at 85.5/100 | Subscription LTV Playbook™

  7. Oct 28

    Mars Men: $100M on One Product, Scored 62/100 | Subscription LTV Playbook™

    Mars Men did $100M in eighteen months on a single SKU. Their subscription scored 62 out of 100. The subscribe gap: $125 one-time against $59 on subscription. About $70 of free product on order one, then nothing to reach order three. They talk in 90 days and bill in 30, and one SKU is a ceiling. Read the full breakdown: https://retainup.co/mars-men-subscription-teardown/ Get your program scored, free: https://retainup.co/free-subscription-audit/

    Mars Men: $100M on One Product, Scored 62/100 | Subscription LTV Playbook™

  8. Oct 28

    IM8: Scoring Beckham's $188M Brand, 64/80 | Subscription LTV Playbook™

    IM8 built a $188M subscription brand in 18 months. I scored it 64 out of 80 on 48 checkpoints. Offer engineering: two frequencies, and the same discount on every product and bundle. The best gifting roadmap I have seen: six months of gifts on the page before you subscribe. Where they lose points: no results timeline, flexibility mentioned once, too much celebrity. Read the full breakdown: https://retainup.co/im8-subscription-audit/ Get your program scored, free: https://retainup.co/free-subscription-audit/

    IM8: Scoring Beckham's $188M Brand, 64/80 | Subscription LTV Playbook™
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About

Subscription retention playbooks for DTC brands doing $1M+. Each episode breaks down how brands like Grüns, Dr. Squatch, Create and IM8 build their offers, cancel flows and retention, scored on the 48-point Subscription LTV Scorecard™, plus the playbooks we run on Recharge, Skio, Stay AI and Loop to keep subscribers past order 3. Hosted by Rahi Jain, Subscription LTV Specialist and founder of RetainUP: 80+ subscription brands, in ecommerce since 2009. Free subscription audit: https://retainup.co/free-subscription-audit/

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