The situation and the build path. Six steps on the lifecycle, in priority order. Highest-value gap: order 1 to 2 (first renewal).
Program
13 live flows, 99.7% deliverability, subscription-first revenue. The gap: coverage at moments that drive the most renewals.
Revenue model
~80% recurring
Lifecycle email keeps subscribers on their subscriptions, not driving one-off sales.
Channel
Email + SMS
Email is live; the SMS list exists but has never been used. Activating SMS is part of the program, untapped revenue alongside the email build.
Deliverability
99.7% -- healthy
Lists are double opt-in. Click rate 7% vs. 10% benchmark; gap closes through flow coverage, not deliverability fixes.
Highest-value gap
Order 1 to 2
First recurring charge has no flow. After second order, retention is strong.
Sample-to-bag
~25-30% over months
Multi-month conversion window. Current post-sample flow needs rebuild.
Two hero products
Behave differently
Complete-diet food (steady reorder), Whole Food Mixer (supplement, choppier). Worth separate treatment.
Non-negotiable guardrail
Pet-loss cancellations suppressed, always, everywhere. Automated suppression in every flow, tested before any win-back goes live. Not optional.
The lifecycle journey map
Six steps placed where they fire in the customer lifecycle. Step 1 is the foundation.
Exhibit 1 - The build path on lifecycle
Highest-value gap is order 1 to 2. Step 2 closes it.
Reads as: left-to-right customer journey. Purple first-renewal stage is the highest-value gap. Step 1 (grey band) is the foundation all steps inherit.
How the build runs. Step-by-step execution cards with defined deliverables, done-states, and priority order.
The build, step by step
Each step has a defined mode and observable done-state. Step 1 starts first, rest follow in priority order.
Deliverable
Audit all 13 flows and domain reputation for deliverability, publish draft sends, turn smart-sending on, clear backlog, deliver remediation log.
Why first
Foundation for everything else. Every flow inherits clean configuration. QA becomes reliable.
Done whenNo drafts in live flows, smart-sending consistent, backlog triaged, remediation log delivered.
Deliverable
Multi-step flow triggered on first recurring charge (not subscription-started). Trigger verified, reinforces value of staying subscribed, offers save/skip path.
Why highest priority
Biggest retention drop is between order 1 and 2. Current welcome flow has nothing after it. This one moment is the single most valuable to cover.
Done whenFlow live, triggered on correct first-recurring-charge event, QA'd end-to-end, UTMs appended.
Deliverable
Rebuild existing flow. Close 17-day silent gap. Carry subscribe-and-save offer. Exit on conversion.
The opportunity
One-time buyers are natural conversion candidates. Reorder intent builds at the gap. Clear offer timed to reorder window drives revenue.
Done whenFlow live, triggered on one-time-food-order, exits on conversion, QA'd, UTMs appended.
Deliverable
Collapse five branches into one clean sequence. Timed full-bag discount shortly after sample, sized for downstream value. Exits on bag purchase or subscription.
The lever
Sample-to-bag is 25-30% over months. A proper time-limited offer gives the cleanest test of conversion potential.
Done whenFlow live, single clean offer path, discount tested, exits on conversion, QA'd.
Deliverable
Recommend shape (steady nurture or pointed re-engagement). Build reusable template for new posts. Define non-purchaser and lapsed segments. Pet-loss suppression applied.
The gap
Non-subscribers get one NPS email. Strong blog content is unused. Opportunity: turn it into a lifecycle asset that re-engages and nudges first purchase.
Done whenBlog content reliably reaching non-subscribers, template documented, suppression rules applied, QA'd.
Deliverable
Reason-based branches responding to cancellation reason. Pet-loss suppression verifiably tested before launch. Cross-sell branch where it fits.
Why reason-based matters
Generic "come back" blast is wrong. Recharge captures cancellation reasons. Use that data to respond, not send everyone the same thing. Pet-loss suppression protects trust.
Done whenFlow live, pet-loss suppressed and tested, reason branches route correctly, QA'd.
Quick win
Turn on Klaviyo's automatic UTM append (source/medium/campaign) so email traffic tags in GA4. Single setting change. Do before Step 2 launches.
Measurement and pricing. KPI baselines, the price table, notes, and an optional retainer.
Measurement approach
Pre/post baselines for each flow.
Exhibit 5 - KPI baselines
Baselines established before each flow launches.
First-renewal
No baseline yet (Step 2 gap)
Measured after full renewal cycle. Subscription continuation rate at 28-day mark.
Sample-to-bag
~25-30% over months
Step 4 pre/post: bag or subscription exits within 60 days. Against same cohort size.
Reorder-to-sub
Low (Step 3 rebuild target)
One-time buyers entering flow vs. subscription conversions. Flow-values-reports is source.
Click rate
~7% vs. ~10% median
Baseline before flows launch. Track per-flow and aggregate as Steps 1-4 land.
Deliverability
~99.7% -- hold
Monitor bounce/complaint metrics. New segments checked for engagement before sending.
GA4 attribution
Under-tagged today
UTM auto-append fixes new flows. Prior flows: add UTMs in Step 1. Pre/post comparison.
Investment
Six sequenced steps, defined done-states, delivered in priority order. Start small and expand as results justify the next step.
Exhibit 6 - Investment in the six-step build
Priced in priority order, so you can start small and expand as it proves out.
| Step |
Deliverable |
Mode |
Fee |
| Step 1 |
Lifecycle housekeeping pass, all 13 flows audited, two quiet flows resolved, remediation log |
Build to spec |
$1,200 |
| Step 2 |
First-renewal flow, multi-step, triggered on first recurring charge, verified, smart-sending, UTMs |
Audit & propose |
$2,800 |
| Step 3 |
Reorder to subscription, rebuilt flow, subscribe-and-save offer, exit-on-conversion, 17-day gap closed |
Audit & propose |
$2,200 |
| Step 4 |
Post-sample to full-bag, five branches collapsed, time-limited offer, exits on conversion |
Audit & propose |
$2,000 |
| Step 5 |
Blog content to email, recommended approach, reusable template, segments defined, newsletter cleaned |
Audit & propose |
$1,800 |
| Step 6 |
Voluntary churn win-back, reason-based branches, pet-loss tested, cross-sell branch, card-failure published |
Audit & propose |
$2,000 |
Recommended start
Steps 1 + 2 - about $4,000
Begin with housekeeping (Step 1) and first-renewal flow (Step 2). Prove it there, then continue into Steps 3-6 in priority order as results justify the next step.
Copy is included, drafted by us for your approval and redline. Design assets included where agreed at project start. Figures indicative, final scope confirmed before contract.
Optional: ongoing maintenance
$1,500 - $2,500 / month
After the build: light-touch maintenance, performance monitoring, A/B cadence, blog-to-email operations (Step 5), list hygiene, reporting. Active optimization and net-new builds scale up to a fuller retainer. A separate discussion after the build.
Notes
- SMS the unused SMS list is activated as part of the program, scoped alongside the email build.
- Pet-loss suppression is non-negotiable, automated, tested before any win-back goes live.
- Where it extends next abandonment flows (checkout, browse, product-view), a pre-purchase welcome and capture moment, and an ongoing campaign calendar are natural next phases once the core is live.
- Blog content Step 5 builds the template and structure; the team produces the posts.
- Copy and design copy drafted by us for approval; design included where agreed at the start.
- QA maker-not-checker on every flow; the builder never checks their own work.