Key takeaways
- Fitlab's meal plan subscriptions grew 26% in May 2024 against the month before.
- Fitlab came to RetainUP with about 8K lapsed subscribers and a rebrand on the way.
- RetainUP set up 11 automations in 3 months, from meal plan quiz abandonment to paused and cancelled subscriptions and Fitcoins rewards.
Fitlab sells meal plan subscriptions in the UAE. It had about 8K lapsed subscribers and a new look on the way. We built the subscription journey from the quiz to the paused plan. Subscriptions grew 26% in a month.
The Brand
Fitlab sells meal plan subscriptions in the UAE: healthy meals, delivered, for people with no time to cook.
It sells to working people, busy moms and athletes.
The Challenge
The brand joined us in April 2024 through GHM Consultancy, a marketing and branding agency in Dubai.
It had around 8K lapsed subscribers and wanted its meal plan subscriptions back.
The brand was launching a new look and new features for subscribers. It needed automations and campaigns that sold the subscription.
The Result: 26% More Subscriptions in a Month
In May 2024, meal plan subscriptions grew 26% against the month before. The automations made AED 12,120, and campaigns AED 3,390.
What We Built Across the Subscription Journey
We started with customer journey automations, a welcome pop-up and campaigns, all matched to the rebranded website. In 3 months we set up 11 automations.
From quiz to first plan
Sign-up and meal plan quiz abandonment flows caught people who chose a plan and stopped. The welcome email gave 10% off the first order.
Keeping subscribers on plan
A plan confirmation email listed the perks. Fitcoins rewards emails showed subscribers what they had earned and how to spend it on meals. A review request followed.
Paused and cancelled subscribers
A paused subscriber got an email to resume the plan. Cancelled subscriptions had their own flow. The copy sold the subscription, and the designs sold the food.
Campaigns and Pop-Up
We ran promotions like Back to School and Halloween, with an urgent tone for the limited-time offers.
A recurring campaign showed the new meals added to the weekly menu. Buyers and non-buyers alike had a reason to look.
The welcome pop-up pointed visitors to what Fitlab gives them: an easy healthy diet, plus a discount.
All 11 automations held 25% to 45% open rates. Campaigns for the Summer Sale, Trial Meal Plan and Halloween Surprise averaged a 29% open rate.
The pop-up got 166 sign-ups in the first month, a 4.3% conversion rate. Mobile converted well despite fewer views.
FAQ
How much did Fitlab's subscriptions grow?
Meal plan subscriptions grew 26% in May 2024 against April. That month, automations made AED 12,120 and campaigns AED 3,390.
How did Fitlab win back lapsed subscribers?
Fitlab had around 8K lapsed subscribers. We set up automations and campaigns that sold the subscription, including a recurring email on the new meals in the weekly menu, and flows for paused and cancelled subscribers to restart the plan.
What automations did RetainUP build for Fitlab?
11 in 3 months: sign-up, meal plan quiz abandonment, plan confirmation, Fitcoins rewards, review request, paused subscription, cancelled subscription and the transactional emails.
Which other subscription brands has RetainUP won back lapsed subscribers for?
BloomsyBox, a US flower subscription, reactivated lapsed subscribers with a winback offer on the subscription.
How do I see where my own subscription program leaks?
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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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