Dirtea came to New Standard with the mission to improve their subscription program. They were growing in Europe and looking to expand into the USA. Dirtea needed to reduce churn, drive more revenue from retention and solidify their subscription program. New Standard immediately got to work.

62%

Reduction in Cancellation Rate

69%

Increase in Campaign Revenue

54%

Increase in Flow Revenue Per Recipient

THE CHALLENGE

Dirtea was facing a challenge of their main 3 subscription SKU's needing a unique onboarding experience. Coffee, Matcha, and Cacao. Each one requires different use cases, different frequency, and different methods of consumption for optimization and taste. They needed a way to talk to each of their customers differently during onboarding and they needed campaigns that set expectations for the potential customers.

Jade Moffat

Director of Retention | DIRTEA

"Working together with New Standard has been genuinely collaborative and commercially impactful. From the outset, the team immersed themselves in our data, identifying key friction points across the subscription journey and proactively testing new angles to reduce churn."

WHAT WE DID

Using subscription flow triggers such as subscription started, billing reminders, cancel flow and winback, New Standard crafted lifecycle journeys that helped expectation set and objection overrule. With a more informed prospect and customer base, churn immediately began to decline.

To improve rebill, we made custom onboarding splits for Coffee subscribers, Matcha subscribers and Cacao subscribers. These splits, talking to each of their individual use cases and need states, drove a smoother user experience for their first 90 days, leaving the customers happier and more bought into the products.

Using profile properties in klaviyo, we were able to tell which paths of onboarding had the greatest impacts on Cancels, Pause and Push. Knowing which path was optimal for every test, we could continue to increase test rounds and try to improve the new baseline KPI's.