How "Til You Collapse" Turned Customer Feedback into 3x Growth

The Power of Post-Purchase

Welcome to The Retention Newsie by The Email Marketers.

Every week we bring you the best case studies, strategies, and tips around keeping more customers, turning them into raving fans, and increasing revenue.

Up this week:

  • 🏋🏼‍♀ How Til You Collapse Tripled Subscribers

  • 🛍 Creating Loyalty Beyond the Sale

  • đź“Š Key actions for boosting loyalty, GuitarTricks.com’s Genius Marketing Strategy, and Effective abandoned cart email flow

Reading time: 4.5 minutes

How Til You Collapse Tripled Subscribers by Focusing on Flexibility

Brian Nabavi, founder and CEO of fitness apparel brand Til You Collapse, knows a thing or two about perseverance. After losing everything in the 2008 financial crash, Nabavi rebuilt his life by returning to his true passion: fitness.

"Fitness literally saved my life, I was at rock bottom, but I knew if I focused on what I loved and worked harder than everyone else, I could turn things around."

Brian Nabavi, Til You Collapse CEO

And turn things around he did. Nabavi launched Til You Collapse in 2013 with the mission of delivering high-quality, stylish workout gear that inspired people to push their limits.

However, as the brand grew, it faced a new challenge: retaining customers in a crowded market. That's when they turned their attention to optimizing their subscription strategy.

Til You Collapse had offered subscriptions for a while, but the platform they set up initially was very strict. It mandated a 3-month minimum commitment, which led to customer frustration and churn after the initial period.

"Our number one focus is retention, [Customers] were really frustrated with mandatory commitments, and there wasn't much we could do about it."

Anthony Ridley, Til You Collapse Marketing Manager

The team knew that optimizing the customizer experience for their subscriptions was a prerequisite for growth. They analyzed the solutions on the market and eventually picked one (Yotpo), that let them better customize their subscription setup to their customer base.

The switch let them remove a ton of papercuts and improve the customer experience.

By picking the right tech they were able to:

  • Launch multiple subscription clubs

  • Provide more options to customers

  • Utilize an integrated checkout experience

  • Decrease customer support tickets with passwordless login

  • Improve website speed

All of the small optimizations added up.

Til You Collapse tripled their subscriber count and saw subscription become one of their most popular purchase options.

Remember that subscriptions themselves don’t actually drive customer retention, it’s the end-to-end experience of being subscribed and the value that it delivers that drives recurring revenue.

  • Focus on Retention First: Acquisition is exciting, but retention is where sustainable growth happens. Build your subscription strategy around keeping customers happy for the long haul.

  • Small Changes Accumulate: Often times you don’t need some massive product change or new initiative to improve retention, you just need to move a series of small pain points making your customers churn.

  • Pick the Right Tech: Always make sure to do thorough research before converting your platform to a specific vendor, always think about how your customers will interact with the tools you’ve chosen.

  • Serve the Customer First: Minimum subscription periods are generally a horrible idea, people hate feeling locked in and you son’t want to create an immediately negative interaction with your brand.

  • Listen to the Customer: If they think something is a pain point take it away, no matter what it takes.

Post-Purchase Loyalty Boosters

You've made a sale, congrats! But your customer's journey with your brand is just beginning. The post-purchase phase is a critical time for building long-term loyalty and satisfaction.

Your customer just handed over their hard-earned money to a stranger on the internet without receiving anything tangible in return. Their uncertainty is at an all-time high. It's your job to make them feel great about their decision to choose you.

Here's how to praise the purchase and turn one-time buyers into lifelong advocates:

Confirm They Made the Perfect Choice

Immediately after the purchase, send a personalized email confirming that they made the ideal decision.

Highlight the specific benefits of the product they bought and how it will improve their life.

Optimize the Post-Purchase Page

Design a special landing page that customers see right after they complete their purchase. Use this space to reinforce the value of their purchase and get them excited about receiving their product.

Include elements like:

  • A heartfelt thank you message

  • Estimated delivery date to build anticipation

  • Product features and benefits

  • Social proof and testimonials from other satisfied customers

Continue the Conversation

Your post-purchase communication shouldn't end after the initial thank you. Follow up with the customer at key points in their journey to keep them engaged and excited.

For instance, send a shipping confirmation email with tracking info, ask for feedback after they've received the product, offer tips and tricks for getting the most out of their purchase, and recommend complementary products they might like.

Invite Them Into Your Community

Make your customers feel like they're part of something bigger.

Invite them to join your brand's community, whether that's following you on social media, joining a loyalty program, or subscribing to your newsletter.

The post-purchase phase is a golden opportunity to turn a one-time transaction into a long-term relationship. 

By making your customer feel appreciated, valued, and confident in their decision, you lay the foundation for a loyal, lasting bond.

We help 8-& 9-figure e-commerce brands increase revenue and build strong customer relationships through retention marketing: Email, SMS, direct mail, subscriptions, memberships, loyalty programs, and more.