Key takeaways
- BloomsyBox came to RetainUP in October 2021 with a low number of active flower subscriptions and many lapsed subscribers.
- RetainUP connected Recharge and Klaviyo and built flows for cancelled, just-expired and long-lapsed subscribers, each with a reason or an offer to come back.
- Email made $279,056 for BloomsyBox in 60 days, and automation revenue rose from $157,527 to $193,518.
The Brand
BloomsyBox sells flower subscriptions, and is one of the largest vertically integrated flower delivery platforms in the US. It sells to people who like to give or receive fresh blooms on a schedule, delivered to the door.
The Challenge
BloomsyBox CEO, Juan Palacio, found us in October 2021. Active subscriptions were low. The brand wanted automations that sold its subscription programs for fresh blooms.
It also wanted proper segmentation before it started sending campaigns regularly.
And email was eating hours of the founder’s time.
What We Built for the Subscription Program
Recharge connected to Klaviyo
The goal was to turn one-time buyers into subscribers. We connected Recharge to Klaviyo, so the subscription events could start the flows, and pitched the flower subscription across them.
Winning back lapsed subscribers
The brand had a lot of lapsed subscribers. We reactivated them with a winback offer on the subscription. A cancelled subscriber got a feedback ask. A subscription that just expired got a renewal code. Long after cancellation, a subscriber got 10% off to resubscribe.
RFM segmentation
We ran an RFM analysis, split customers into groups by buying behavior, and planned automations for each group.
Campaigns
We built the Mother’s Day campaign: early promotions, special offers and a post-Mother’s Day send.
Regular campaigns built excitement around flower subscriptions and gifting, with the brand’s strengths and social proof.
The Results
Email made $279,056 in 60 days. Automation revenue rose from $157,527 to $193,518. The Mother’s Day campaigns ran across 2 weeks inside that window.
Subscribers were split into champions, loyal customers, potential loyalists, promising, new users, buyers at risk, can’t be lost, and hibernating. That meant 17% fewer emails and 28% more campaign revenue.
The list grew by 3.8K a month, with a conversion rate of 10.3%. Total email revenue rose 36%.
$301K From Klaviyo In 1 Month
Brand’s Feedback
FAQ
How did BloomsyBox win back lapsed subscribers?
With a winback offer on the subscription. Cancelled subscribers got a feedback ask, just-expired subscriptions got a renewal code, and long-lapsed subscribers got 10% off to resubscribe.
Which subscription app does BloomsyBox use?
BloomsyBox runs its flower subscriptions on Recharge. We connected it to Klaviyo so subscription events could start the flows.
What did the RFM segmentation change?
Customers were split into eight groups by buying behavior, from champions to hibernating. BloomsyBox sent 17% fewer emails and made 28% more campaign revenue.
How much did email make for BloomsyBox?
$279,056 in 60 days, with automation revenue up from $157,527 to $193,518. Total email revenue rose 36%.
Which other subscription brands has RetainUP won back lapsed subscribers for?
Fitlab, a UAE meal plan brand, had around 8K lapsed subscribers. Its subscriptions grew 26% in a month.
One email a week on subscription retention: the numbers, the strategy, and what to fix first.
Rahi Jain
Rahi Jain is a subscription LTV specialist who helps $1M to $10M DTC brands reduce subscription churn and maximize LTV on Recharge, Skio, Stay AI and Loop.
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