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Original 2026-01-01

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1 Running a subscription business is like conducting an orchestra: every touchpoint needs to be timed, personalized, and harmonious to create a seamless customer experience.

2 As senior lifecycle and CRO manager at<a>Universal Yums</a>, a monthly international snack subscription box brand, I’ve spent years building and optimizing subscription flows in Klaviyo. I’ve learned that the key to subscription success isn’t just getting customers in the door. It’s keeping them engaged, valued, and excited about what’s coming next.

3 Before we dive into specific tactics, let’s address the elephant in the room: subscription businesses operate on fundamentally different principles than one-time purchase brands. They have unique opportunities that traditional businesses simply don’t.

4 As Ben Zettler, founder of<a>Zettler Digital</a>, a performance marketing agency based in the NYC metropolitan area, puts it, “most subscription brands I’ve audited are leaving money on the table. They’ve got a basic welcome flow and maybe a churn reminder, but that’s it.”

5 - Jacob Sappington, director of email at<a>Homestead Studio</a>, a growth agency specializing in acquisition and retention, emphasizes this fundamental difference: “How you talk to your subscribers, and what you send them, are completely different from any other type of customer, even previous purchasers.”

5 + Jacob Sappington, director of email at<a>Homestead Studio</a>, a growth agency specializing in acquisition and retention, emphasizes this fundamental difference: “How you talk to your subscribers, and what you send them, are completely different from any other type of customer, even previous purchasers.”Subscription customers have already made the most important decision: they’ve committed to your brand. Now your job is to nurture that relationship over time, not constantly push for the next sale. This shifts your entire email strategy from acquisition-focused to retention-focused.

6 - Subscription customers have already made the most important decision: they’ve committed to your brand. Now your job is to nurture that relationship over time, not constantly push for the next sale. This shifts your entire email strategy from acquisition-focused to retention-focused.

7 I sat down with experts from all over the world to talk through the best ways to use Klaviyo’s powerful<a>automation features</a>to transform your subscription business into a retention powerhouse.

6 I sat down with experts from all over the world to talk through the best ways to use Klaviyo’s powerful<a>automation features</a>to transform your subscription business into a retention powerhouse.

8 <blockquote>Most subscription brands I’ve audited are leaving money on the table.</blockquote>Ben Zettler, founderZettler Digital

7 <blockquote>Most subscription brands I’ve audited are leaving money on the table.</blockquote>Ben Zettler, founderZettler Digital

9 <h2>3 use cases specific to subscription businesses</h2>

8 <h2>3 use cases specific to subscription businesses</h2>

10 We’ll begin with 3 use cases specific to subscription businesses:

9 We’ll begin with 3 use cases specific to subscription businesses:

11 <h3>Use case 1: Strategic up-selling that actually works</h3>

10 <h3>Use case 1: Strategic up-selling that actually works</h3>

12 One of the most powerful tactics we use at Universal Yums is automated up-selling through custom flows. But here’s the key:<a>timing</a>is everything.

11 One of the most powerful tactics we use at Universal Yums is automated up-selling through custom flows. But here’s the key:<a>timing</a>is everything.

13 We target customers between their first and second renewal order with carefully crafted messages encouraging them to upgrade to a larger box size or longer subscription length.

12 We target customers between their first and second renewal order with carefully crafted messages encouraging them to upgrade to a larger box size or longer subscription length.

14 Why this exact timing? Because they’ve proven they like the product but haven’t yet settled into a rigid routine.

13 Why this exact timing? Because they’ve proven they like the product but haven’t yet settled into a rigid routine.

15 - <h2>Here’s what makes this effective”</h2>

14 + Here’s what makes this effective”

16 Perfect timing

15 Perfect timing

17 We use Klaviyo’s<a>advanced flow automation</a>to reach customers at exactly the right moment in their lifecycle journey. Without the ability to set time delays and customize the creative in the automations using<a>custom profile properties</a>, it would be nearly impossible to personalize timing in this way.

16 We use Klaviyo’s<a>advanced flow automation</a>to reach customers at exactly the right moment in their lifecycle journey. Without the ability to set time delays and customize the creative in the automations using<a>custom profile properties</a>, it would be nearly impossible to personalize timing in this way.

18 Personalized messaging

17 Personalized messaging

19 Every message is tailored based on what type of subscription someone currently has. A customer with a month-to-month small box gets different messaging than someone with a pre-paid medium box, for example.

18 Every message is tailored based on what type of subscription someone currently has. A customer with a month-to-month small box gets different messaging than someone with a pre-paid medium box, for example.

20 Clear value proposition

19 Clear value proposition

21 We focus on the benefits-more snacks, better value per box, longer commitment savings-rather than just pushing for more purchases.

20 We focus on the benefits-more snacks, better value per box, longer commitment savings-rather than just pushing for more purchases.

22 The results speak for themselves: even getting a small percentage of customers to upgrade significantly increases our recurring revenue and leads to higher lifetime value (LTV) from our existing customer base.

21 The results speak for themselves: even getting a small percentage of customers to upgrade significantly increases our recurring revenue and leads to higher lifetime value (LTV) from our existing customer base.

23 <h3>Use case 2: Non-promotional content personalization at scale</h3>

22 <h3>Use case 2: Non-promotional content personalization at scale</h3>

24 In a subscription business,messaging touchpoints that provide added value may be even more important than those that encourage placing more orders. You want subscribers to feel appreciated for their business and know that you want to give back to them as they continue to be loyal.

23 In a subscription business,messaging touchpoints that provide added value may be even more important than those that encourage placing more orders. You want subscribers to feel appreciated for their business and know that you want to give back to them as they continue to be loyal.

25 At Universal Yums, customers receive a monthly box with snacks from a different country. But the experience doesn’t stop there. Using Klaviyo flows, we build perfectly-timed series of messages that give customers content they can use alongside their box: recipes from the country, popular music and movie recommendations, and even customized travel guides from locals.

24 At Universal Yums, customers receive a monthly box with snacks from a different country. But the experience doesn’t stop there. Using Klaviyo flows, we build perfectly-timed series of messages that give customers content they can use alongside their box: recipes from the country, popular music and movie recommendations, and even customized travel guides from locals.

26 - <h2>Here’s how we make it work:</h2>

25 + Here’s how we make it work:

27 - Rich data integration

26 + Rich data integration

28 It’s easy to sync your site data into Klaviyo through integrations. Our<a>subscription data</a>constantly flows into Klaviyo-subscription type, order renewal dates, country box SKU, and more. We use this data to set up custom engagement content flows that ensure customers have a seamless experience between their inbox and their snack box.

27 It’s easy to sync your site data into Klaviyo through integrations. Our<a>subscription data</a>constantly flows into Klaviyo-subscription type, order renewal dates, country box SKU, and more. We use this data to set up custom engagement content flows that ensure customers have a seamless experience between their inbox and their snack box.

29 - Dynamic content

28 + Dynamic content

30 A one-size-fits-all approach doesn’t work when you have multiple sizes, lengths, and countries. All subscription data is populated in Klaviyo profile properties and order data, so we can make sure people get content relevant to the box they’re receiving.

29 A one-size-fits-all approach doesn’t work when you have multiple sizes, lengths, and countries. All subscription data is populated in Klaviyo profile properties and order data, so we can make sure people get content relevant to the box they’re receiving.

31 - Value-first approach

30 + Value-first approach

32 Most of our content links to our blog and provides genuine value rather than pushing sales.

31 Most of our content links to our blog and provides genuine value rather than pushing sales.

33 Klaviyo’s robust data foundation is what makes this level of personalization possible, Sappington explains. “Klaviyo has all the data, which then allows us to segment and tailor the journey to very specific customer lifecycles,” he says.

32 Klaviyo’s robust data foundation is what makes this level of personalization possible, Sappington explains. “Klaviyo has all the data, which then allows us to segment and tailor the journey to very specific customer lifecycles,” he says.

34 Ross Hopkins, MOPs and analytics manager at<a>Corporate Finance Institute</a>, a leading provider of online finance and banking training, emphasizes the importance of personalization at scale: “We personalize every email-whether it’s onboarding, renewal nudges, or re-engagement-based on plan type, engagement history, and even which blog content someone converted through.”

33 Ross Hopkins, MOPs and analytics manager at<a>Corporate Finance Institute</a>, a leading provider of online finance and banking training, emphasizes the importance of personalization at scale: “We personalize every email-whether it’s onboarding, renewal nudges, or re-engagement-based on plan type, engagement history, and even which blog content someone converted through.”

35 <blockquote>We personalize every email-whether it’s onboarding, renewal nudges, or re-engagement-based on plan type, engagement history, or even which blog content someone converted through.</blockquote>Ross Hopkins, analytics managerCorporate Finance Institute

34 <blockquote>We personalize every email-whether it’s onboarding, renewal nudges, or re-engagement-based on plan type, engagement history, or even which blog content someone converted through.</blockquote>Ross Hopkins, analytics managerCorporate Finance Institute

36 <h3>Use case 3: Essential flows every subscription business needs</h3>

35 <h3>Use case 3: Essential flows every subscription business needs</h3>

37 Based on our experience at Universal Yums and conversations with other subscription brands, there are several critical flows that every subscription business should implement:

36 Based on our experience at Universal Yums and conversations with other subscription brands, there are several critical flows that every subscription business should implement:

38 - <h2>Pre-purchase foundation</h2>

37 + Pre-purchase foundation

38 + Lead capture flow

39 Clearly introduce new customers to your brand, product, and value propositions. Address common hesitations about signing up for a subscription and answer key FAQs. Use current customer testimonials to build trust.

40 + Abandoned cart and browse abandonment flows

40 New customers often browse extensively before committing to a subscription. Understanding your most abandoned pages and common friction points is crucial for effective browse abandonment flows.

41 New customers often browse extensively before committing to a subscription. Understanding your most abandoned pages and common friction points is crucial for effective browse abandonment flows.

41 - <h2>First purchase experience</h2>

42 + First purchase experience

43 + Post-purchase flow

42 The onboarding messages after a customer’s first purchase are critical. Address potential order issues, introduce customer service channels, provide tips for engaging with your product, and ask for feedback after someone receives their first order.

44 The onboarding messages after a customer’s first purchase are critical. Address potential order issues, introduce customer service channels, provide tips for engaging with your product, and ask for feedback after someone receives their first order.

43 - <h2>Ongoing engagement</h2>

45 + Ongoing engagement

44 - Editorial content

46 + Editorial content

45 Send fun, engaging content relevant to your product. If you sell cooking ingredients, send recipes. If you sell fitness products, share workout tips. The key is showing customers you want to give them something valuable, not just ask them to buy more.

47 Send fun, engaging content relevant to your product. If you sell cooking ingredients, send recipes. If you sell fitness products, share workout tips. The key is showing customers you want to give them something valuable, not just ask them to buy more.

46 - Recurring order reminder flow

48 + Recurring order reminder flow

47 Transparency in upcoming orders and payments is critical. Use flows to remind customers of renewal dates with options to reschedule, pause, or cancel. This builds trust over time, even if you see some cancellations.

49 Transparency in upcoming orders and payments is critical. Use flows to remind customers of renewal dates with options to reschedule, pause, or cancel. This builds trust over time, even if you see some cancellations.

48 - <h2>Retention and recovery</h2>

50 + Retention and recovery

51 + Cancellation/win-flow

49 Always start with a survey to understand why customers cancelled. Then, segment future messages by cancellation reason, waiting until an appropriate time to send offers or value reminders.

52 Always start with a survey to understand why customers cancelled. Then, segment future messages by cancellation reason, waiting until an appropriate time to send offers or value reminders.

50 <h2>4 advanced strategies that go beyond basic automation</h2>

53 <h2>4 advanced strategies that go beyond basic automation</h2>

51 “The most successful subscription brands we’ve worked with don’t treat Klaviyo like a campaign calendar,” says Zettler. “They use it as a retention engine.”

54 “The most successful subscription brands we’ve worked with don’t treat Klaviyo like a campaign calendar,” says Zettler. “They use it as a retention engine.”

52 <blockquote>The most successful subscription brands we’ve worked with don’t treat Klaviyo like a campaign calendar. They use it as a retention engine.</blockquote>Ben Zettler, founderZettler Digital

55 <blockquote>The most successful subscription brands we’ve worked with don’t treat Klaviyo like a campaign calendar. They use it as a retention engine.</blockquote>Ben Zettler, founderZettler Digital

53 Here are some advanced strategies to consider:

56 Here are some advanced strategies to consider:

54 <h3>1. Segmentation based on subscription behavior</h3>

57 <h3>1. Segmentation based on subscription behavior</h3>

55 - “It’s important to segment subscribers by specific criteria,” says Zac Fromson, co-founder of<a>Lilo Social</a>, a full-funnel growth agency based in the NYC metropolitan area. “That way, you can deliver the right message at exactly the right moment in their customer journey.”

58 + “It’s important to segment subscribers by specific criteria,” says Zac Fromson, co-founder of<a>Lilo Social</a>, a full-funnel growth agency based in the NYC metropolitan area. “That way, you can deliver the right message at exactly the right moment in their customer journey.”Fromson recommends segmenting by these criteria:

56 - Fromson recommends segmenting by these criteria:

57 <ul><li>Renewal cadence</li>

59 <ul><li>Renewal cadence</li>

58 <li>Engagement level</li>

60 <li>Engagement level</li>

59 <li>Order history</li>

61 <li>Order history</li>

60 - </ul>Mike Kumlin, senior product manager at<a>ButcherBox</a>, a premium meat and seafood delivery subscription service, also appreciates the ability to respond to different issues a customer may have throughout their subscription, noting it as a “key driver to subscriber retention.”

62 + </ul>Mike Kumlin, senior product manager at<a>ButcherBox</a>, a premium meat and seafood delivery subscription service, also appreciates the ability to respond to different issues a customer may have throughout their subscription, noting it as a “key driver to subscriber retention.”“Klaviyo equips us with all those important metrics,” Kumlin says. To segment and personalize on a granular level, ButcherBox team takes into account activities like:

61 - “Klaviyo equips us with all those important metrics,” Kumlin says. To segment and personalize on a granular level, ButcherBox team takes into account activities like:

62 <ul><li>Onsite activity</li>

63 <ul><li>Onsite activity</li>

63 <li>Bill date movement</li>

64 <li>Bill date movement</li>

64 <li>Customer support engagement</li>

65 <li>Customer support engagement</li>

65 <li>Next order placed</li>

66 <li>Next order placed</li>

66 </ul><h3>2. Flexible platform capabilities</h3>

67 </ul><h3>2. Flexible platform capabilities</h3>

67 “We’ve had experience working with clients who have had out-of-the-box subscription solutions as well as custom solution solutions,” Sappington says. “Klaviyo has been able to accommodate both through its breadth and availability of data.”

68 “We’ve had experience working with clients who have had out-of-the-box subscription solutions as well as custom solution solutions,” Sappington says. “Klaviyo has been able to accommodate both through its breadth and availability of data.”

68 He also notes the practical benefits of modern subscription integrations: “Through some of these out-of-the-box solutions, we’re able to utilize specific features that help us retain more subscribers and increase the monetary value of subscribers and LTV over time.”

69 He also notes the practical benefits of modern subscription integrations: “Through some of these out-of-the-box solutions, we’re able to utilize specific features that help us retain more subscribers and increase the monetary value of subscribers and LTV over time.”

69 Sappington and his team rely on:

70 Sappington and his team rely on:

70 <ul><li><a>Skio</a><a>quick links</a>:Direct subscribers to a particular section of a webpage.</li>

71 <ul><li><a>Skio</a><a>quick links</a>:Direct subscribers to a particular section of a webpage.</li>

71 <li>Order add-ons:Use<a>dynamic product blocks</a>to allow subscribers to add certain products to their upcoming order.</li>

72 <li>Order add-ons:Use<a>dynamic product blocks</a>to allow subscribers to add certain products to their upcoming order.</li>

72 <li>Easy skips,done through the<a>Klaviyo x Recharge integration</a>: Limit the number of messages a subscriber gets in a certain amount of time.</li>

73 <li>Easy skips,done through the<a>Klaviyo x Recharge integration</a>: Limit the number of messages a subscriber gets in a certain amount of time.</li>

73 <li>Flow dunning:Prompt subscribers to update their payment information when it’s expired or declined.</li>

74 <li>Flow dunning:Prompt subscribers to update their payment information when it’s expired or declined.</li>

74 </ul><h3>3. Integration with subscription platforms</h3>

75 </ul><h3>3. Integration with subscription platforms</h3>

75 Victoria ap Gwynedd, a CRM specialist at<a>Unified</a>, a full-service, London-based ecommerce agency focusing on strategy, design, and development, recommends Klaviyo’s integration with<a>Skio</a>. It “allows access to detailed customer profiles and subscription events, enabling highly personalized and relevant email and SMS campaigns,” she says.

76 Victoria ap Gwynedd, a CRM specialist at<a>Unified</a>, a full-service, London-based ecommerce agency focusing on strategy, design, and development, recommends Klaviyo’s integration with<a>Skio</a>. It “allows access to detailed customer profiles and subscription events, enabling highly personalized and relevant email and SMS campaigns,” she says.

76 ap Gwynedd suggests focusing on:

77 ap Gwynedd suggests focusing on:

77 <ul><li>Upcoming orders</li>

78 <ul><li>Upcoming orders</li>

78 <li>Pauses</li>

79 <li>Pauses</li>

79 <li>Cancellations</li>

80 <li>Cancellations</li>

80 </ul><h3>4. Custom data infrastructure</h3>

81 </ul><h3>4. Custom data infrastructure</h3>

81 If you’re a larger brand with complex needs, it may be worth building a custom infrastructure.

82 If you’re a larger brand with complex needs, it may be worth building a custom infrastructure.

82 Hopkins says that Corporate Finance Institute built one that feeds rich subscription events directly into Klaviyo, including:

83 Hopkins says that Corporate Finance Institute built one that feeds rich subscription events directly into Klaviyo, including:

83 <ul><li>Subscription started</li>

84 <ul><li>Subscription started</li>

84 <li>Renewed</li>

85 <li>Renewed</li>

85 <li>Cancelled</li>

86 <li>Cancelled</li>

86 <li>Viewed cancellation page</li>

87 <li>Viewed cancellation page</li>

87 </ul><h2>Key metrics to track</h2>

88 </ul><h2>Key metrics to track</h2>

88 When measuring Klaviyo performance for subscription businesses, focus on these critical KPIs:

89 When measuring Klaviyo performance for subscription businesses, focus on these critical KPIs:

89 <ul><li>LTV:how much money a single customer has spent with your business. This metric is the ultimate measure of subscription success.</li>

90 <ul><li>LTV:how much money a single customer has spent with your business. This metric is the ultimate measure of subscription success.</li>

90 <li>Retention rate:the average number of recurring orders a subscriber places. This metric is important to help brands understand the average lifecycle of their customers and the average lifespan that your product can have with an individual.</li>

91 <li>Retention rate:the average number of recurring orders a subscriber places. This metric is important to help brands understand the average lifecycle of their customers and the average lifespan that your product can have with an individual.</li>

91 <li>Cancellation rates:how many subscribers cancel their subscriptions in a given timeframe. Monitor this metric closely for spikes that might signal product or service issues.</li>

92 <li>Cancellation rates:how many subscribers cancel their subscriptions in a given timeframe. Monitor this metric closely for spikes that might signal product or service issues.</li>

92 <li>Engagement metrics:email open rates, click rates, and time spent engaging with content. Engagement metrics like these are important to measure the impact of the content you’re sending subscribers and how it resonates with them.</li>

93 <li>Engagement metrics:email open rates, click rates, and time spent engaging with content. Engagement metrics like these are important to measure the impact of the content you’re sending subscribers and how it resonates with them.</li>

93 </ul><h2>Common mistakes to avoid</h2>

94 </ul><h2>Common mistakes to avoid</h2>

94 Here are the most common mistakes that subscription brands should avoid:

95 Here are the most common mistakes that subscription brands should avoid:

95 <ul><li>Over-campaigning:Don’t try to get too much from existing customers without providing enough valuable content. Remember, these customers have already committed to your brand.</li>

96 <ul><li>Over-campaigning:Don’t try to get too much from existing customers without providing enough valuable content. Remember, these customers have already committed to your brand.</li>

96 <li>Lack of transparency:When you don’t remind people about upcoming charges or subscription renewals, it breaks trust and can lead to unexpected churn.</li>

97 <li>Lack of transparency:When you don’t remind people about upcoming charges or subscription renewals, it breaks trust and can lead to unexpected churn.</li>

97 <li>Poor timing:Don’t send upgrade messages too frequently or at the wrong time in the customer lifecycle. Know your company’s perfect customer lifecycle and align your messaging accordingly.</li>

98 <li>Poor timing:Don’t send upgrade messages too frequently or at the wrong time in the customer lifecycle. Know your company’s perfect customer lifecycle and align your messaging accordingly.</li>

98 <li>Ignoring the long game:Subscription businesses have much longer customer lifecycles than traditional ecommerce brands. Your messaging strategy should reflect this reality.</li>

99 <li>Ignoring the long game:Subscription businesses have much longer customer lifecycles than traditional ecommerce brands. Your messaging strategy should reflect this reality.</li>

99 </ul><h2>Klaviyo: your retention engine</h2>

100 </ul><h2>Klaviyo: your retention engine</h2>

100 Subscription businesses have incredible advantages when it comes to email marketing, but only if they approach it strategically. You know that your customers have already made the commitment to your brand-now your job is to nurture that relationship over time.

101 Subscription businesses have incredible advantages when it comes to email marketing, but only if they approach it strategically. You know that your customers have already made the commitment to your brand-now your job is to nurture that relationship over time.

101 The subscription economy isn’t going anywhere, and neither should your customers. With the right Klaviyo strategy, you can make sure they don’t.

102 The subscription economy isn’t going anywhere, and neither should your customers. With the right Klaviyo strategy, you can make sure they don’t.

102 Ready to power up your subscription business?

103 Ready to power up your subscription business?

103 <a>Try Klaviyo</a>

104 <a>Try Klaviyo</a>

104

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