LTV Lab: We Bought From ARRAE
We tested Arrae supplements and tracked every step of the post-purchase journey. Here’s what actually happened, why we didn't buy again, and what every DTC supplement brand should be doing to build loyalty and sell subscriptions.
Brand Overview
Arrae is a wellness supplement brand targeting health-driven millennials and Gen Z with products for cravings, gut health, sleep, and metabolism. Their positioning leans on premium ingredients, science-backed results, and minimal design. The target customer seeks easy solutions for everyday wellness with an Instagram-ready aesthetic.
Customer Journey Breakdown
Website Experience:
Shopping the site is straightforward, with collections sorted by benefit (fitness, gut health, sleep). Product pages clearly present value props and encourage “subscribe and save” with one-time purchase options placed side by side. Educational info is deep but sometimes hard to find—tabs bury critical details users may overlook. There’s no onboarding quiz or tool to match buyers to best products, which can create decision paralysis for new customers. Highlighting bundles for multi-benefit use is an opportunity missed on both site and email.
Email & SMS Marketing:
Welcome email and order confirmations are well designed, but the discount code placement is tiny and the footer is overwhelming. Shipping notifications are timely but transactional. Cross-sell emails arrive just two days after ordering, pushing unrelated products before customers try their first purchase and causing confusion. Campaign cadence is heavy on sales, with Memorial Day promos, but light on education, product guidance, or habit building. No check-ins during the first month, no nurture or reminders, and replenishment emails are completely absent—even after 30+ days. Cross-sells do not contextualize why additional products could help, missing the opportunity to personalize or educate. Review requests come late, ask for five stars, and do not guide unsatisfied customers.
Unboxing & Product Experience:
The mailer box is plain but protects the stylish supplement bottle—packaging is visually appealing, but lacks info inserts, instructions, or personalized notes. All details are on the bottle itself; info about dosage, timing, and precautions (e.g., don’t take with green tea) are only readable if you check the label closely. There’s no habit-building support, reminders, or onboarding materials to encourage consistency and maximize product impact.
Strengths (What Worked Well):
Slick, branded emails and site with strong design and cute copywriting.
Timely shipping and delivery; packaging protects product and exceeds breakage concerns.
High engagement around product launches—campaign teasers build excitement.
Content, creative, or strategy examples to emulate:
Product tease campaigns and memorable, playful copy for launches (“if you can’t have a 6’5 Italian man to carry your suitcases...”).
Attractive bottle and site design create an aspirational experience.
Weaknesses (Opportunities Missed):
Cross-sells sent too early, pushing products unrelated to the original order.
No education, guidance, or habit-forming emails—customers must self-initiate learning and consistency.
No onboarding quiz or tailored product recommendations; customers left to guess what fits their goals.
Absence of replenishment, nurture, subscription, or winback emails even 30+ days post-purchase.
Information about dosage, pairing, and precautions is hidden or not reinforced.
Unboxing misses the chance to educate or delight with inserts, tips, or support.
Subscription program is present pre-purchase but nowhere to be found post-purchase—no reasons or reminders provided to drive repeat orders.
Key Lifecycle Marketing Lessons for Other Brands
Retention is about proactive education: timely reminders, habit-building emails, and guided check-ins boost product experience and repeat sales.
Personalization matters—segment cross-sells by product and buyer goals, and explain how each item fits into holistic wellness.
Post-purchase flows are about more than pretty emails: the content and timing of messaging must align with customer needs, not just campaign schedules.
Don’t bury critical product info—make it accessible online, by email, and in the box. Reminder emails, recipe suggestions, and regular check-ins create momentum.
If you want subscriptions and referrals, sell the lifestyle, support habit formation, and celebrate results—not just one-time sales.
Arrae nails visual branding and transactional basics but falls short on retention, education, and habit support—real LTV is built with smart, customer-focused lifecycle marketing
