how we rebuilt a gum care subscription brand's emails after a checkout move, and won back 7% of lapsed subscribers in a month
HolySwish makes a daily gum-care routine for women in their 40s to 60s whose gums still bleed after years of brushing, flossing and deep cleanings. The routine is a Pulling Oil, a Hydroxyapatite Paste and a Gum Serum.
Before we started in 2026, HolySwish had never sent an email campaign. Then it began moving its subscriptions to a new checkout platform, and many subscribers were lost along the way. HolySwish needed campaigns from scratch and a way to win those subscribers back.
when your customer has tried every rinse, every email has to earn back her trust
The HolySwish customer has done everything right and still been told to brush harder. She has a cupboard of rinses that never fixed it, and she can spot an overclaim from the subject line.
So the emails start by telling her it was never her fault. They explain the part below the gumline her brush and floss can't reach, and say plainly what the routine can't do. The 60-day guarantee, tracked with her own photos, takes the risk away. The offer comes after.
a campaign programme built from scratch.
HolySwish's first campaign went out within days of us starting, and by the autumn one was going out most days. Around sales for Labor Day, Prime Big Deal Days and Halloween, most emails tell her something she was never told, like why the oil is only step one of the routine. Some arrive as a short personal note from Maya.
Campaigns now bring in more than half of HolySwish's email revenue from new orders, with subscription renewals taken out. Before we started they brought in nothing, because there weren't any.
a new checkout, and subscriber emails rebuilt around it.
HolySwish's new checkout didn't tell Klaviyo when a subscriber paused, cancelled or had a payment fail. So we connected the two and rebuilt the subscriber emails on top. Now every subscriber gets the right email at the right moment.
We also went after the subscribers lost in the move. We sent them 7 win-back emails, with half off the first box back and their old schedule after that. Within a month, about 7 in every 100 had restarted.
email revenue grew 2.6x, with renewals taken out.
Subscription renewals arrive whether or not anyone reads an email, so we took them out of both sides. Comparing the 3 months before we started with our latest 3 months, email revenue from new orders grew 2.6 times.
Industry guide
Checkout Champ Klaviyo agency for subscription brands
Email Kong is the Klaviyo agency for Checkout Champ subscription brands. We bring rebills, declines, cancels and pauses into Klaviyo and build the flows.
Read the guide
faqs.
Some questions we get often.
We help eCommerce brands grow repeat revenue. That means building out your full retention strategy - email, SMS, WhatsApp, and more - so you can convert more customers, increase LTV, and reduce reliance on paid ads.
Not even close. We’re a full CRM and retention partner. Email is the foundation, but we also optimize your tech stack, fix broken data flows, scale SMS, improve tracking, and design customer journeys across every touchpoint.
We don’t do templates or “30% email revenue” vanity metrics. Every strategy is built from scratch based on your business model, goals, margins, and customer behavior. And everything is done in-house - no juniors, no outsourcing.
You work directly with senior strategists who have built and scaled brands - not junior account managers. From strategy to execution, we stay hands-on.
We're a Klaviyo-certified email marketing agency - we build everything natively in the platform, though we're no strangers to the wider CRM ecosystem when the brief calls for it.
If you’re a DTC brand doing over $2M/year and care about retention, LTV, and owned growth - you’re in the right place. Especially if you’re tired of generic playbooks and want a partner who actually gets under the hood.
Absolutely! Our free audit reveals exactly where your setup has gaps, and what we’d do to fix it. There’s no pressure to work together right away. You’re welcome to take the insights and run with them. When you're ready to work together, we’ll be here.
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