Top Tactics for Retaining Subscription Customers via Email

By Chris Johnson, Lifecycle and Retention Strategist

Quick take Acquisition is hard. Subscription churn is harder. But the right email flows, triggers, and timing can turn subscribers into long-term loyalists. Here are the proven tactics I use to improve retention for subscription brands.

Introduction

Subscription brands face a unique challenge. You do not just need someone to buy. You need them to stay.

The first few weeks after a subscription starts are everything. That is when confidence is won or lost. And when the right email strategy is in place, you can turn trial buyers into repeat customers and casual subscribers into advocates.

Whether you are using Klaviyo, Iterable, Braze, or a another ESP, these tactics work. They are the difference between flat growth and compounding customer lifetime value.

Start with a Real Welcome Experience

Too many subscription brands treat the welcome email as an afterthought. That first message is your chance to set expectations, create excitement, and reduce early doubt.

Here is what to include in your welcome flow:

• A clear reminder of what they signed up for

• When they will receive their first delivery

• Tips for getting the most out of the product

• Real customer quotes or reviews

• A contact point if they need help

  
  

The faster someone finds value, the longer they stick around.

Use a Pre Renewal Reminder

Surprise renewals create churn. They feel sneaky. Your customer gets a charge notification, not a chance to evaluate the value.

A smart retention brand sends a reminder three to five days before the next charge.

In that email, reinforce what the product helped with. Show them what is coming next. Offer easy ways to pause, swap, or delay if needed.

Giving customers control actually increases trust and retention.

Personalize Based on Usage or Preference

If you can track how your subscriber is using the product or what they have purchased, use that data.

For example, a skincare brand might offer content that matches a subscriber’s skin type. A supplement brand might send tips based on dosage or product benefits.

The more tailored the experience feels, the more useful the emails become.

Both Iterable and Braze offer personalization through dynamic content and customer attributes. You can also do this effectively with Klaviyo using custom profile properties.

Celebrate Milestones and Send Check Ins

Retention is about the long game. Do not just email when it is time to charge.

Celebrate their three-month milestone. Ask how the product is working. Offer a quick quiz to adjust their subscription if needed.

These check-ins do two things. They remind your customer they are more than a transaction. And they create moments to realign value.

Add a Post Cancellation Flow

When someone cancels, the story does not have to end.

Send a short series that thanks them, asks for feedback, and offers helpful content. Leave the door open with a one-click resubscribe option.

You do not need to win them back right away. You just need to leave on favorable terms.

Final Thought

Subscriptions are built on trust. Your email program is your voice in that relationship.

If you do not welcome them well, remind them smartly, and support them along the way, you will lose people who actually want to stay.

Get the foundation right.

🔹 Want to rebuild your retention tech stack the right way? Reach out to me to book a free audit 

Chris Johnson is a retention strategist who has helped subscription brands in wellness, CPG, beauty, and beyond grow through smarter email and lifecycle automation. He builds full retention systems inside Klaviyo, Braze, and Iterable.