how we brought cancelled subscribers back to a supplement subscription brand, and cut how many cancel
Ritual Labs makes Happy Liver, a daily liver support supplement made with milk thistle, NAC and choline. Most customers buy it on subscription and take 2 capsules a day.
When we started in 2026, the store was winning new subscribers fast. Keeping them was the harder part. Ritual Labs needed fewer people to cancel, and a way to bring back the ones who already had.
when the product works over months, the real growth is in the subscribers who stay
A daily supplement is an easy habit to drop. At Ritual Labs, the biggest drop-off comes right after a subscriber's second order.
So we wrote for the whole subscription, cancels included. The emails set honest expectations for the first months. When someone does cancel, we ask them back with an offer they can take in 1 click. And we keep looking for the exact point where people leave, so we can fix it.
emails that help a daily habit last.
Most of Ritual Labs' campaigns teach before they sell. They explain what is in each capsule and how long the routine takes, so the doubt a subscriber feels in month 1 doesn't turn into a cancel.
"Wait… it takes 3 months?" said it plainly. New customers now also get a post-purchase email on what to expect after their order.
cancelled subscribers came back at 9 times the normal rate.
Over the late summer and autumn we sent 7 win-back emails to subscribers who had cancelled. We set up Ritual Labs' Loop subscriptions and Klaviyo to work together, so each email carried a button that restarts the subscription in 1 click.
In the days around each send, cancelled subscribers restarted at about 9 times the rate of a normal day. Earlier in the summer, a small account credit brought back nobody. A bigger discount on the first box back, with the 1-click button, is what worked.
cancels fell from 64 to 47 per 100 renewal orders.
Before our subscriber emails went live, Ritual Labs had 64 cancels for every 100 renewal orders. These are the emails for subscribers who pause, cancel or have a payment fail. Three months later the figure was 47. Part of that fall is the subscriber base maturing, but the drop began when the new emails went live.
We also found where most people leave. Over the summer, more than half of the subscribers who paid for a second order cancelled before a third. We are now testing a free gift at exactly that point.
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