How I ended up working only on subscriptions
From 2012 to 2019 I scaled my own fashion brand, IndiaRush, past $10M. Growth came from ads. Customers bought once and rarely came back, and every new one cost more to win than the last. The brand wound down because it could not keep the customers it paid for.
So I started an agency to fix retention for other brands. We built email for DTC brands. The flows looked great. Subscribers still left.
The turn came with a $5M subscription brand losing 22% of its subscribers every month. Klaviyo was running, Recharge was billing, the ads were working. We called their customers and found the real problem. People weren’t using the product, so they never saw results, so they had no reason to stay.
The answer sat in three places email can’t reach: the offer they subscribed to, how often the box arrived, and what happened when they clicked cancel. We rebuilt all three as one system, and monthly churn fell from 22% to 9% in 60 days.
That system became the Subscription LTV Maximizer™. The Subscription LTV Optimizer™ came next, for brands whose system is built and whose numbers have stopped moving.
I stopped selling email. Now I only work on subscription programs, and I read every account myself.
I share what I learn every week on YouTube and LinkedIn, and in the newsletter.
- In Ecommerce Since 2009
- 80+ DTC Brands
- 30+ Subscription Programs
