Klaviyo email programme. Recharge migration. Subscription portal and referral page.

DITTO Daily is a clinically-trialled menstrual health supplement for women. Its product is built for long-term use — benefits compound across consecutive cycles — which makes subscriber retention the commercial foundation of the business. Monthly, three-month and six-month subscribers each need a different kind of support: education early on, proof at the moment of doubt, and recognition as they renew.

When DITTO came to Tribe in autumn 2025, their Klaviyo programme was running on three legacy flows with no subscription-specific logic and no connection to their Appstle subscription platform. Campaign open rates sat at 35.6%, subscription events weren’t triggering a single email, and there was no structured journey in place for subscribers at any stage. The brief was to build the full retention infrastructure from scratch: welcome, subscription retention, subscription cancellation, abandoned cart, browse abandonment and review flows — all written, designed and built to match the clinical credibility of the brand.

Tribe built and launched the complete programme between November 2025 and March 2026. Comparing the 106 days before any Tribe flows were live against the 106 days after the full programme was running, campaign open rates rose from 35.6% to 53.1%, active subscriptions grew by 428% and subscription orders increased by 218%.

• ➔ +428% active subscriptions (Sep–Dec 2025 vs Feb–May 2026)
• ➔ +218% subscription orders
• ➔ +49% average campaign open rate (35.6% → 53.1%)
• ➔ +37% average subscription lifetime
• ➔ +6% average order value in the first full month post-migration
• ➔ 1 July 2026 migration completed with no drop in order volumes

DITTO’s clinical trial data shows benefits compound across cycles — which means the email programme needs to meet subscribers at the right moment in their journey, not broadcast the same sequence to everyone. Tribe built a 24-email multi-path retention programme across three journeys: 7 emails for monthly subscribers, 8 for three-month, and 9 for six-month. Timing and content within each path is calibrated to physiology — clinical trial results land when a customer would first expect to notice changes, expectation-setting arrives before the moment of doubt, and milestone moments sustain the habit across each renewal.

Since launch the Subscription Retention Flow has achieved a 55.4% open rate — well above category benchmarks. For a subscription supplement brand, this flow’s primary function isn’t direct conversion. It’s churn prevention. Average subscription lifetime has grown by 37%, and the average number of orders per subscription has increased by +20%.

Rather than a single save attempt, Tribe built a branched cancellation flow that responds to the actual reason a subscriber is leaving. Five cancellation reasons — too expensive, didn’t feel the benefits, too many capsules remaining, moved, and other — each trigger a different email path, with tailored messaging, a relevant offer, and a plain-text opener designed to feel personal rather than automated.

Connecting Appstle’s cancellation survey to Klaviyo via Zapier was a prerequisite Tribe handled as part of setup. Before this integration, subscription cancellation events weren’t reaching Klaviyo at all. The flow is now live across all five branches with a 52.2% open rate.

Both flows were absent when Tribe started. The Tribe Abandoned Cart Flow now converts at 1.47% across 9,694 recipients — recovering revenue that was previously leaving the site entirely unaddressed. The Browse Abandonment Flow adds a further recovery layer. Together they represent two of the highest-leverage acquisition flows in the programme, built and live within the first three months of the engagement.

The legacy welcome series was a cloned template with no connection to DITTO’s brand voice or the clinical positioning that sets the product apart. Tribe rebuilt it from scratch — five emails covering the brand story, the science of the formulation, clinical trial results, and a first-purchase incentive — giving the brand a structured acquisition sequence for the first time.

The rebuilt flow has generated a 32.2% open rate. Total subscriptions created in the post-period grew by 177% compared to the equivalent pre-period window, with 79% of those subscriptions still active at the close of the period.

Before Tribe, DITTO had sent two campaigns in the 106-day pre-period at a 35.6% average open rate. In the equivalent post-period the programme ran at weekly cadence across 70+ sends — the DITTO Decoded subscriber newsletter, editorial content around menstrual health, promotional campaigns, brand collaborations and referral drives. Average open rates rose to 53.1% and average campaign audience more than doubled. The programme now operates as a consistent commercial channel and a sustained brand-building platform running in parallel with the full flow suite.

The +428% active subscription increase don’t operate independently — they compound. More subscribers choosing DITTO, staying longer, and ordering more frequently. The +37% improvement in average subscription lifetime points specifically at the retention programme doing its job: content that arrives at the right moment in a subscriber’s cycle, a cancellation flow that responds to the actual reason someone is leaving, and a welcome sequence that builds clinical confidence before the moment of doubt arrives. That’s not one email working. That’s a system working.

DITTO’s referral programme was already live. Give a friend 52% off their first order, earn £10 credit in return, no limits. What it lacked was a home inside the subscription experience.

Tribe migrated the store from Appstle to Recharge and built the referral mechanic into the customer portal directly. Using Recharge’s SDK and custom UI extensions, a refer-a-friend widget sits in the right-hand column of the accounts area next to order management, where subscribers copy their link in one click. The portal was reskinned to DITTO’s identity across login, dashboard, subscriptions, order history, upcoming orders and account views.

Tribe also built a custom subscription widget for the product page in Shopify Liquid, pulling plan data straight from Recharge’s selling plans so pricing, plan names and benefits render inline.

The referral page was rebuilt as a dedicated Shopify Liquid page with two states.

Logged-out visitors and non-subscribers see a locked dashboard, a prompt to log in, and a route to start a subscription. Authenticated subscribers get the full view: unique link, WhatsApp and email share options, total credit earned, successful referral count, and a referral history with dates and amounts.

The Recharge Storefront API serves all of it client-side in a single authenticated call, with no third-party referral app in the stack.

The switchover completed on 1 July 2026 with no drop in order volumes. Subscription orders grew month-on-month straight through the migration.

In Recharge’s first full month, average order value rose by roughly 6% against the final month on Appstle, reversing the AOV compression that had come with subscriber growth. Recharge Subscriptions became the largest single revenue channel on the store within that first month.

Work continues on the retainer: dynamic upsell extensions in the portal, milestone gifting, and a tiered rewards concept tied to subscription tenure.