Ultra Pouches
159%
127%
13%
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THE CHALLENGE
ULTRA’s subscription program was scaling quickly, but the customer experience needed to become more personalized and effective at every stage. New subscribers required clearer onboarding and product education, while existing subscribers needed more relevant communication around upcoming orders, failed payments, and the continuing value of their subscriptions.
The cancellation journey also presented an opportunity. Customers needed alternatives that addressed common concerns around product supply, shipment timing, delivery frequency, and affordability. ULTRA needed a retention partner that could improve these experiences across Klaviyo and Skio while continuously testing new ways to support subscriber growth and retention.
“Thanks for delivering on your promise. It's been awesome having you guys on the team."
WHAT WE DID
New Standard expanded ULTRA’s lifecycle program across Welcome, onboarding, post-purchase, payment recovery, win-back, and cancellation. We rebuilt SMS Welcome and launched product-specific onboarding journeys to make education more relevant to each customer’s purchase and use case. The refreshed Welcome flow increased placed-order rate by 34.7% and revenue per recipient by 35.7%, while updated post-purchase onboarding lifted those metrics by 55.2% and 54.4%.
To address passive churn, we extended billing-failure communications across more payment attempts and strengthened win-back journeys for cancelled customers. We also simplified the subscription program around ULTRA’s core four-week cadence, increasing its adoption by 3.3 percentage points while subscription opt-in rose 1.0 percentage point.
On Skio, we expanded cancellation alternatives so customers could skip, contact support, accept a discount, delay a shipment, adjust delivery frequency, change their next order date, or pause. Skip became the leading save path, while the broader treatment mix helped increase the cancel-flow save rate by 127%.
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