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Maximizing Subscription Conversions with "Subscribe & Save" Offers: Key Insights from Klaviyo A/B Testing

Writer's picture: Dispatch Strategy TeamDispatch Strategy Team

Subscription-based e-commerce brands constantly seek innovative ways to enhance conversions, and reinforcing subscription savings is an often-overlooked strategy.


At The Dispatch Agency, we recently conducted an A/B test to assess the impact of highlighting a "Subscribe & Save" reminder on a standard evergreen offer. The results? A staggering 88.66% lift in placed orders with the winning variation achieving a placed order rate of 0.18%.


Email marketing test results with Variation B winning. Placed order rate lift is 88.66%. Win probability is 94%, showing statistical significance.




This eye-opening outcome underscores the power of subtle but impactful reminders to nudge customers toward completing their subscriptions. Here’s an in-depth look at the insights, strategies, and ways you can replicate this success.



Why You Need to Constantly Remind Your Customers About Your "Subscribe and Save" Offer

Consumers are inundated with choices and distractions. Even if they’ve seen your subscription savings offer before, reiterating the benefits—like cost savings or convenience—can re-engage them. Here’s why reinforcing these deals matters:


  1. Overcoming Hesitation: Many customers hesitate at checkout due to cost concerns. A reminder of the savings tied to subscriptions can address this barrier.

  2. Consistency in Messaging: Repeated exposure reinforces the value proposition, making it more likely to stick.

  3. Behavioral Nudges: Subscription reminders tap into psychological triggers like FOMO (Fear of Missing Out) and the appeal of exclusivity.


This approach isn’t just theoretical—it’s proven. Several subscription brands have reported similar boosts in conversion rates when applying this strategy across campaigns.


How to Apply These Insights in your next Klaviyo A/B Test

While the test focused on subscription brands, the principles can be adapted to various e-commerce models. Here are actionable ideas:


1. Dynamic Banner Reminders

Target Audience: Prospective customers


Display a dynamic banner on your website or in emails reminding prospects of introductory offers or incentives they received upon signing up. For example, “Don’t forget your 10% off introductory offer—shop now!” This gentle nudge can bring hesitant customers back into the fold.


2. Bundle & Save Offers

Target Audience: Customers exploring multiple products


Bundle deals provide an enticing opportunity to upsell while offering perceived value. For instance, “Buy 3 items and save 20%!” By showcasing the savings customers gain by purchasing more, you encourage higher cart values.


3. Spotlight Sale Items

Target Audience: Bargain hunters


Ensure that your emails and banners consistently highlight sale items. Rotating evergreen products on sale in these communications maintains customer interest and drives repeat engagement.


4. Showcase New Sale Additions

Target Audience: Engaged returning customers


Introduce fresh items to your sale section and call attention to them. For example, an email with the subject line, “New markdowns just added—shop now before they’re gone!” taps into customer curiosity and urgency.


Proven Tips for Successful A/B Tests

Testing strategies is essential for identifying what works best for your audience. Here’s how to run effective Klaviyo A/B tests inspired by our findings:

  • Start with Clear Goals: Define the metric you want to improve, such as placed order rates or click-through rates.

  • Test One Variable at a Time: Keep the test simple—whether it’s a subject line, a banner design, or the placement of a subscription reminder.

  • Analyze Data for Insights: Use tools like Klaviyo (as shown in our test screenshots) to track performance and identify statistically significant differences.

  • Iterate and Optimize: Apply successful elements from your test to other campaigns to compound your results.


The Dispatch Agency: Your Partner in Retention Marketing

Optimizing retention channels, like email and SMS, is critical for sustaining and growing your e-commerce brand. From crafting high-converting campaigns to running insightful A/B tests, The Dispatch Agency is here to help.

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