Optimising lifecycle, reducing churn and driving scalable revenue growth.
Lifecycle Optimisation
Abandonment
Churn recovery
Subscription
Email & SMS
TLDR;
Over four months, we partnered with Wild Nutrition to audit and rebuild their core lifecycle flows across email and SMS, with a focus on reducing subscription churn and unlocking revenue from high-intent customer moments. By fixing segmentation issues, improving timing, and rebuilding key journeys, including cancellation recovery and abandonment. Wild Nutrition achieved a +48% increase in average monthly CRM flow revenue. All without increasing send volume or deepening discounts.
Key objectives
Reduce Subscription Churn:
Identify the gaps in cancellation and churn recovery flows allowing subscribers to lapse without intervention.
Rebuild journeys to recover more revenue at the highest-intent exit moments.
Improve Conversion Across High-Intent Journeys:
Restructure abandonment flows across browse and checkout to maximise recovery rates.
Introduce SMS as an additional recovery channel to increase touchpoint effectiveness.
Fix Segmentation and Delivery Issues:
Audit the existing Klaviyo setup for overlapping flows, legacy logic, and suppression issues.
Correct segmentation to ensure the right messages reached the right audiences at the right time.
Create a Scalable Lifecycle Framework:
Build a CRM structure the internal team could manage, extend, and build on independently.
Lay the foundation for continued retention-led growth alongside acquisition.
The approach
. Full CRM Audit
Conducted a comprehensive audit across Klaviyo, Recharge, and all lead-generating and converting flows.
Identified overlapping automations, legacy logic, and missed revenue opportunities across key customer moments.
Prioritised changes by potential impact, focusing on quick wins first without sacrificing longer-term structural improvements.
Cancellation and Churn Recovery
Rebuilt the cancellation recovery flow from the ground up, targeting subscribers at the highest-risk exit points.
Introduced more timely, personalised intervention messaging to reduce lapse rates.
Restructured Recharge integration touchpoints to ensure flow triggers fired accurately and consistently.
Abandonment Flow Restructuring
Redesigned browse abandonment and checkout recovery flows with improved timing, sequencing, and copy.
Introduced SMS into the checkout abandonment journey to add an incremental recovery channel.
Removed conflicting flows that were cannibalising performance across abandonment sequences.
Quiz and Consultation Journey Improvements
Rebuilt the quiz-to-purchase journey to better convert high-intent users completing Wild Nutrition's consultation tool.
Improved sequencing and personalisation post-quiz to align messaging with individual product recommendations.
Welcome Flow Refinement
Reviewed and redesigned the welcome series to improve early engagement and set the tone for lifecycle communications.
Aligned welcome flow logic with broader segmentation improvements to reduce overlap and audience conflicts.
The Results
Comparing performance before and after the optimisation programme:
CRM Flow Revenue: Average monthly flow revenue increased by 48% without additional send volume or heavier discounting.
Churn Recovery: Subscription cancellation recovery flows delivered a 1,600% uplift, recovering a significant proportion of at-risk subscribers.
Browse Abandonment: Revenue from browse abandonment flows grew by 50% following restructuring.
Checkout Recovery: Abandoned checkout revenue increased by 19% after the introduction of SMS.
Quiz Revenue: Revenue generated through the quiz and consultation journey grew by 176%.
Flow revenue increase
+48%
Subscription cancellation recovery
+1600%
Browse abandonment revenue
+50%
Quiz and consultation revenue
+176%
Conclusion
Wild Nutrition's CRM ecosystem had grown organically to a point where complexity was working against performance. By auditing the full setup, fixing the foundations, and rebuilding the highest-impact journeys, we unlocked significant revenue that was already sitting within their existing audience with no additional acquisition spend required. The lifecycle framework now in place gives the internal team a scalable, manageable foundation to build on as the brand continues to grow.