What we do inside Loop
We build, edit and test the parts of Loop that decide whether a subscriber stays. That work is done in the Loop admin itself, and we check every change in the editor before calling it live.
- Cancellation flow. The benefits page, the list of cancel reasons, the action shown for each reason (skip, swap, pause, change frequency, support chat) and the retention offers wired to each reason.
- Instant winback. The one-time offer shown after someone confirms a cancel, with a clear time limit and a single use.
- Payment recovery. The General strategy plus Advanced strategies by failure reason (card expired, card retry declined, payment method revoked), each with its own retry delays, per-retry discount, email settings and end action.
- Quick actions. One-click links for emails and SMS, such as card update, sometimes with an incentive tied to the retry count.
- Upsell profiles and volume discounts. Add-ons offered at renewal, sized from what subscribers really spend per rebill.
- Customer portal and notification emails. Portal theme and actions, plus Loop's notification and payment-failure emails restyled to match the brand.
- Experiments. A/B tests on the benefits page and offers, usually 50/50 for about 30 days so a full billing cycle passes.
What we build in Klaviyo with Loop data
Loop sends subscription events to Klaviyo, and we build flows and segments on them. This is where Loop and Klaviyo stop being 2 separate projects.
Events we use most often include "Loop Billing Attempt Failed and will be Retried", the last-retry and final failure events, "Loop Order Processed", "Loop Subscription Cancelled" and "Loop Payment Method Expiring". With them we build:
- Dunning flows. SMS and email on a failed renewal, triggered once at the start of the ladder, with exits the moment the order processes or the subscription is canceled.
- Card-expiring reminders before the card fails at all.
- Winback after cancel, picking up where Loop's on-screen offer stops.
- Subscriber segments so subscribers stay out of one-time reorder reminders and get their own campaigns.
- Pre-renewal emails that remind subscribers they can skip or change frequency before the next charge.
Which jobs go in Loop and which go in Klaviyo
Some messages should come from Loop and some from Klaviyo, and sending both by accident is a common mistake. This is how we usually split them:
| Job | Built in Loop | Built in Klaviyo |
|---|---|---|
| Cancel reasons and save offers | Yes, in the portal cancel flow | No |
| Offer right after a cancel | Instant winback screen | Follow-up winback flow |
| Payment retries | Retry ladder, discounts, end action | No |
| Payment-failed messages | Loop emails with card-update quick action | SMS and extra emails on Loop events |
| Upcoming order reminder | Loop notification | Optional, for brands that want designed versions |
| Add-ons at renewal | Upsell profiles, volume discounts | Campaigns to subscriber segments |
| Turning buyers into subscribers | Selling plans and discounts | Post-purchase and reorder flows |
When a job runs in both, we make sure the timing does not overlap so a subscriber does not get 2 payment emails on the same day.
How we start with a new Loop brand
We begin with a read-only review of the Loop admin and the Klaviyo account, then fix what costs the most first. The review covers:
- Which portal actions are switched on, and whether skip and frequency changes are easy to find.
- Every cancel reason, the action and offer wired to it, and how each one performs.
- The payment recovery strategy: number of retries, spacing, which retries send an email, discounts and what happens at the end.
- Whether Loop events are really reaching Klaviyo. A Loop integration can stay connected in Klaviyo after a brand stopped selling subscriptions, so we check live event volume.
- Notification emails, which are often still on Loop's default design.
For new Loop brands, we also handle onboarding: portal branding, the rewards journey, quick actions, the retry ladder, upsell profiles, volume discounts and notification emails.
If you are not on Loop yet
If you are on another app and thinking about Loop, plan the Klaviyo rebuild as carefully as the move itself, because every flow built on your old app's events stops when the events stop. Loop publishes its pricing on its site (as of 2026, Starter at $99 a month plus 1.0% and Pro at $399 a month plus 0.75%, per Loop's own listing), so check the current numbers there.
For Skio brands we wrote a separate guide on moving from Skio to Loop after the reported Recharge deal.
EK proof
These brands run subscriptions on Loop with us. Numbers are Klaviyo's share of total store revenue, which you can compare against your own store:
- Kaori (women's health): Klaviyo went from 3.3% to 19% of store revenue. Flow revenue grew 17.7x, from $31,358 to $554,913, and email revenue grew 9.5x.
- Penrose Skin (skincare): Klaviyo's share went from 15.2% to 23.2%. Flow revenue grew 10.5x and email revenue 5.2x.
- KittySpout (pet): 46% of store revenue comes from Klaviyo.
Across the subscription brands we run on Loop, there were 20,000+ cancel-flow events in the last 90 days. The #1 reason was "I have enough or too much product", at about 23% of cancel attempts.
In the same 90 days we saw at least 50,000 failed billing attempts across our Loop brands, which is why payment recovery is one of the first things we set up.
