Ever Eden saw 8X Subscription Growth Through Strategic Pricing and Retention

TLDR:

• Starting Point: Premium beauty brand with untapped subscription potential despite strong customer loyalty
• Key Challenge: Converting first-time purchasers and reducing promotional churn
• Strategic Solutions:
  
  • Leveraged Loop's platform for dual-pricing strategy and subscription optimization
  • Implemented retention automation and bundle strategies through Loop
• Results: 8X subscriber growth, 156% YoY subscription increase, 20% higher conversion rates

The Starting Point & Opportunity

Ever Eden, a premium beauty and skincare brand, recognized a significant opportunity to grow their subscription program. Despite a loyal customer base and strong product portfolio, their subscription conversion rates weren't reflecting their brand's market position or customer retention potential.

With exceptional repeat purchase behavior but limited subscription adoption, Ever Eden was perfectly positioned to transform their recurring revenue strategy. The combination of premium products, loyal customers, and untapped subscription potential created an ideal foundation for growth.

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Powering Acquisition with Loop

Ever Eden leveraged Loop's subscription platform to implement two core strategies that dramatically improved subscription conversions:

1. Strategic First-Order Pricing

• Introduced a 20% discount on first subscription orders to reduce initial barriers
• Maintained a sustainable 15% discount on subsequent orders
• Implemented through Loop's selling profiles for seamless experience
• Clear display of premium member savings in the subscription widget

This dual-pricing approach addressed a common subscription challenge - balancing attractive acquisition offers with sustainable long-term pricing. Using Loop's selling profiles, Ever Eden implemented this sophisticated pricing strategy without complex custom code.

2. Value-Driven Widget Optimization

• Enhanced presentation of subscription benefits aligned with premium positioning
• Clear breakdown of member savings structure
• Emphasis on convenience and flexibility
• Strategic placement of subscription option as the default choice

Through Loop's customizable widget, Ever Eden could clearly communicate the value proposition of their subscription program while maintaining their premium brand positioning.

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Retention Strategy with YOCTO

YOCTO's marketing expertise addressed key retention challenges through the effective use of subscription various strategies:

Churn Prevention During Promotions

YOCTO's analysis identified promotional periods as high-risk moments for subscription cancellations. Through Loop's platform, they implemented:

• Pre-Promo Subscriber Campaigns: YOCTO created dedicated outreach for subscribers highlighting exclusive additional discounts on upcoming orders
• Matched Promotional Pricing: Added equivalent discounts to existing subscribers during promotional periods using Loop's discount management

Post-Purchase Retention

To combat second-order drop-off, the team leveraged Loop's automation capabilities:

• Subscription Retention Automation: Developed automated sequences offering a free gift with each subsequent purchase
• Personalized Communication: Utilized Loop's customer data to create targeted messaging based on purchase history

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Growth Amplification Strategies

YOCTO's marketing team leveraged Loop's platform capabilities to further maximize subscriber value:

Bundle Feature Integration

One of the biggest growth drivers was the strategic implementation of bundle offerings:

• Tested dedicated bundle campaigns across all core flows (Welcome, Retargeting, Post-Purchase, Replenishment)
• Achieved higher AOV ($80, 30% above normal) through strategic product combinations
• Converted more one-time purchasers into subscribers through value-focused bundles

Cross-Sell Campaigns

Through effective integration:

• Created personalized cross-sell campaigns targeting active subscribers
• Implemented direct "add-to-subscription" links for frictionless additions
• Developed strategic product recommendations driving 4% additional subscription revenue

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Measurable Impact

These strategic initiatives delivered exceptional results:

• 8X growth in subscriber acquisition over a three-month period
• Month-over-month subscription growth:
  
  • October: Established baseline
  • November: Nearly 2X growth from baseline
  • December: Exceptional 8X growth from baseline

A/B testing confirmed the effectiveness of the implemented strategies:

• Emails featuring bundle banners achieved 20% higher conversion rates
• Replenishment flows with bundle options delivered 3X more sales
• Bundle-focused replenishment emails drove 156% YoY subscription growth

Most notably, Ever Eden achieved record-breaking subscription growth during December - traditionally a slow season for beauty subscriptions.

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Ongoing Evolution

Building on this success, Ever Eden continues to enhance their subscription program:

• Implementing rewards flow and banners to improve customer LTV
• Enhancing subscription upsell opportunities at checkout
• Expanding bundle options based on performance data

This strong foundation for sustainable subscription growth positions Ever Eden for continued success in the competitive beauty market.