Vets Love Pets measured 2x subscription revenue in 6 months

Key Results

Following migration from Recharge to Loop and implementation of the initiatives below, Vets Love Pets' team measured the following over a 6-month period:

• 2x subscription revenue growth
• Subscription revenue moved from 38% to 52% of total business
• $100k+ in ongoing subscription revenue from subscribers retained through cancellation save flows
• 65% payment recovery rate through Smart Dunning
• 5% of total revenue from upsells configured in Loop
• 18% cancellation save rate

Results reflect Vets Love Pets' measured experience; outcomes vary by brand, vertical, product, and implementation.

The Team's Priorities

Vets Love Pets, a Melbourne-based premium pet food brand, set a target to grow subscription revenue from 38% to 50% of total business. The team identified the following priorities for their next subscription platform:

• Cancellation flow capabilities to support retention initiatives
• Automated dunning for payment recovery
• Upsell capabilities at checkout, post-purchase, and inside the customer portal
• Bulk promotional updates to reduce manual operational load
• Local timezone support for the Australian market
• Discount stacking flexibility for promotional campaigns

The Results & How They Happened

Revenue: 2x subscription growth in 6 months

Vets Love Pets' team measured a doubling of subscription revenue over the 6-month period following migration. The subscription mix moved from 38% to 52% of total business — passing the team's 50% target.

What the team attributes the change to:

Multi-Layered Cancellation Prevention

The Vets Love Pets team built a three-layer cancellation flow on Loop:

• Benefits Page: presented subscriber benefits when subscribers initiated cancellation
• Reason-Based Treatments: showed tailored responses based on the cancellation reason selected
• Strategic Discount Offers: offered targeted discounts at the final cancellation step

The team measured save rates of 5.26%, 3.11%, and 17.51% at each layer respectively, with an overall 18% of cancellation attempts saved.

Payment Recovery: 65% recovery rate through dunning

Vets Love Pets configured Loop's Smart Dunning to recover failed card payments through:

• Retry based on failure type
• Customized email sequences
• In-portal payment update 

The team measured a 65% recovery rate on failed payments over the 6-month period.

Downstream revenue: $100k+ from retained subscribers

Beyond the immediate save, subscribers retained through the cancellation flow continued generating recurring subscription revenue. Over the 6-month period, Vets Love Pets attributed over $100,000 in ongoing subscription revenue to subscribers who were retained through the cancellation save flows.

Zero-acquisition-cost revenue: 5% from upsells

Vets Love Pets configured upsells across three touchpoints:

• Checkout upsells at the moment of purchase intent
• Post-purchase upsells during the immediate post-order window
• Customer portal upsells during subscription management interactions

The team measured 5% of total revenue contribution from these upsell touchpoints, with no incremental acquisition cost.

Operational improvements

Beyond revenue metrics, the team reported operational improvements:

• Bulk promotional updates moved from hours to minutes
• Local timezone support reduced support timing issues
• Discount stacking enabled more sophisticated promotional structures
• Customer portal customization aligned the subscription experience with the brand

Key Takeaways

For DTC subscription brands considering similar setups:

• Payment recovery automation can recover meaningful revenue from failed payments
• Tracking downstream revenue from saved subscribers, not just save rate, gives a fuller picture of cancellation flow ROI
• Upselling existing subscribers through portal and post-purchase touchpoints can contribute revenue without incremental acquisition cost
• Reducing operational time on routine tasks frees team capacity for strategic experimentation