Upcoming order / billing reminder: best practices

Why the upcoming order?

The upcoming order reminder is a delicate moment in a subscriber's journey. Often, reminding someone that their subscription exists increases the likelihood of churn. With Zaymo's subscription portal, you can take advantage of this touchpoint to mitigate churn and increase AOV.

Typically, well-implemented Zaymo billing reminder emails:

1. Decrease churn ~20%

2. Increase cross-sells ~50%

What you'll be building:

Implementation Guide (SOP)

1. Create your non-interactive template in Klaviyo

   1. This template will be used as a fallback for customers who aren't able to view interactive emails.

2. Set up your flow with the appropriate trigger(s)

   1. Each subscription provider has its own specific trigger for the upcoming order email.
      For example:

      1. Order upcoming on ReCharge

      2. Skio: Billing Reminder Notification

      3. Retextion - Order Upcoming

3. Build in Zaymo

   1. Import your template from Klaviyo into Zaymo

   2. Add the Zaymo block(s) into the email

   3. Delete any repetitive or non-applicable elements

      1. For example, you'll want to delete the dynamic blocks with upcoming order items which are now being shown using the subscription portal block

   4. Customize the block to match your brand

4. Export back to Klaviyo

   1. Click on "Preview / Export"

   2. In the previewer, view the email and ensure that it looks as expected on desktop vs mobile, and Apple vs Gmail. You can also send yourself test emails to review

   3. Once you're satisfied with the appearance, export the template to Klaviyo

      1. If you'd like to run an A/B test, export the template as an A/B test. More info here: 📄 How to use a Zaymo in-template A/B test

5. Add your new template into the flow

Examples & best practices

Need ideas?

Example emails using the subscription portal

Use the 'Delay' button to keep customers away from cancelling Breaking up the subscription portal into multiple pieces can improve your design Carefully select your upsells. Most brands have specific products that are more suitable for upsells than their bestsellers

Keep the portal high in the email. Your #1 intended action should be the first CTA you present to customers The product grid will hide products a customer already has in their order; be sure to include at least 4-5 products on the carousel so you have backfills Pulling in a dynamic collection allows you to test different upsells without the need to re-export from Zaymo

Swap ups may be a good substitute for upsells, depending on your intended customer journey Applying even a small discount can drastically increase uptake on in-email offers

Measure results

The billing reminder affects several metrics that you should care about. Consider which one(s) you are focusing on.

Below are some metrics that we regularly see Zaymo help with. You can view the effect both in Zaymo and in Klaviyo. However, we recommend running a Zaymo A/B test to get the most comprehensive in-email action data.

Zaymo actions / events to track

Non-Zaymo actions / events to track

These metrics measure all actions taken place by your actions--not necessarily taken via a Zaymo block. Tracking the difference in these actions often shows the incremental lift Zaymo causes. They're most relevant for A/B tests.