Loop Subscriptions

Plants Basically’ founder recorded a message for subscribers who click cancel. He filmed it at home, on a phone, it plays as the first step of their cancellation flow, before any offer appears. The team measured a 180% increase in save rate after adding it. Read the full story from the link below!

Your BFCM dashboard is going to look great on Cyber Monday. It just won’t tell you if BFCM worked. For a subscription brand, you find that out in January, when the subscribers you signed up at your BFCM price see their first renewal order. That’s the moment you learn whether you acquired subscribers or just had a big weekend. So we put everything we’ve seen working for subscription brands on Loop into one playbook. A few things you’ll find inside: → Why your existing subscribers should get the sale before anyone else does → How to run your deepest BFCM offer without bleeding margin on every renewal → The one setup to finish before the sale that every post-BFCM step depends on If you run a subscription brand, steal a copy before you lock in your BFCM offers. Link’s in the comments. And if your plan’s already set, I’d love to know what you’re doing differently this year.

Peachy Men prepped for BFCM by fixing retention first. A year later, they had scaled to 8x more active subscribers. They make a daily gut-health supplement that works best as a habit. So the real job of their subscription program was keeping customers consistent, order after order. Two things stood out to me in how the team approached it. First, they built for retention before scaling acquisition. They moved to Loop well ahead of BFCM and set up everything that keeps subscribers around. When Black Friday traffic hit, every new subscriber landed in a program built to keep them. Second, they made consistency visible. They run a Streaks program for each delivery frequency, matched to how long each pack lasts. Keeping the next order on time feels like keeping a streak alive. For a supplement brand, that’s the whole game. And the growth held. Over the same 12 months, their MRR grew 10x, with subscription revenue roughly doubling quarter on quarter. With BFCM a few weeks away, this is the order I’d want every brand to think in: build the reasons to stay first, then turn up acquisition. The full Peachy Men story is in the comments.

Your cancellation flow is probably offering a discount to subscribers who haven’t even tried the product yet. We looked at cancellation data across 3,500+ brands on Loop, and 25% of subscribers cancel right after their first order. Most of them came for the first-order deal, so another discount just gives them one more deal to chase. Subscribers who keep skipping and subscribers whose card just failed are leaving for their own reasons too. Yet most brands show all of them the same cancel flow. So we built Cancellation Profiles, now live in Loop. You can now segment subscribers by behavior as well as tenure, like days since their last order, dunning status or a recent cancel, and give each segment its own cancel flow. A few segments brands are setting up: → New subscribers, to reach the ones cancelling before they’ve seen results → Dormant subscribers, to step in before repeated skips turn into a cancel → Subscribers in dunning, where getting the card updated saves the subscription → BFCM subscribers, to hold on to sale-period sign-ups past their second order For every profile, you can track save rate at each step, plus additional revenue generated and orders it brings in, so you know which segments are paying off. Watch the video to see what’s new.

Organics Ocean had limited analytics and unreliable cancellation tracking. Churn sat at 20% and subscription revenue stayed flat at 6% of the business. Loop made the reasons readable, then they built for them. A founder video now runs on the benefits page before any offer appears, leading to a 17% blended save rate. The save discount was restructured across three orders rather than one, outcome was a 9% blended save rate. Subscribers grew fivefold, and subscription revenue reached 14% of total. Read the full story here → https://lnkd.in/dNaYtXns

Your dunning flow is retrying cards that were never going to go through. We dug into recovery data across Loop brands and saw that on hard declines, like expired cards, 82% of recovery comes from card updates. On soft declines, like insufficient funds, most recovery comes from retries, and 60% of it lands in the first three. So you can retry those silently. That's two very different recovery strategies, and every type of payment failure needs its own. That's why we built Dunning Campaigns, now live in Loop. You can segment your failed payments by failure reason, customer type or geography, and give each segment its own recovery strategy. → A 5% discount lifted recovery by ~16%. Add one only on the retries where it's needed, and protect your margins. → Edit the email and offer for every retry. → See recovery at every step, split by retries and card updates. We saw that brands using personalized dunning campaigns recover ~30% more. Watch the video linked in the comments to see what's new and how to set up your first campaign.