Retention
Break down cancellation reasons and see which churn type costs the most revenue.
Drag the sliders until they add to 100%. Estimate based on exit surveys or your best guess.
Total cancellations
15
Used for the monthly cost model
Revenue per subscriber
$39.99
Top-line monthly subscription value
Estimated lifetime revenue
$2,999.25
Cancellations × lifetime × monthly revenue
Involuntary churn opportunity
$149.96 / month
A dunning strategy recovers 50-80% of this automatically.
$74.98 - $119.97 / month recoverable
That is available without acquiring a single new subscriber.
| Reason | % of cancellations | Subscribers lost / month | Monthly revenue lost | Annual revenue lost | Priority |
|---|---|---|---|---|---|
| Did not use the products | 25% | 3.75 | $149.96 | $1,799.55 | 1 |
| Failed payment (involuntary) | 25% | 3.75 | $149.96 | $1,799.55 | 2 |
| Too expensive | 20% | 3.00 | $119.97 | $1,439.64 | 3 |
| Product quality issues | 10% | 1.50 | $59.99 | $719.82 | 4 |
| Was a gift that ended | 10% | 1.50 | $59.99 | $719.82 | 5 |
| Found a better alternative | 5% | 0.75 | $29.99 | $359.91 | 6 |
| Just wanted to try it | 5% | 0.75 | $29.99 | $359.91 | 7 |
Personalization reduces this churn type by up to 28%. A preference quiz at signup or a mid-cycle survey asking what they loved helps. Email subscribers showing how to use this month's items also increases perceived value.
This is the most recoverable churn type. Set up smart payment retries (Stripe Smart Retries or Recurly adaptive engine), card updater services, and pre-renewal emails 7 days before billing. A full dunning setup recovers 50-80% of these.
Consider adding a pause option before cancel. Brands offering pause see 15-25% fewer full cancellations. A $10 discount offer in the cancellation flow also recovers 10-20% of price-sensitive cancellers.
This is a sourcing and QC problem, not a marketing one. Audit your supplier reliability and add a product inspection step before kitting. One bad box cancels more subscriptions than any promotion can recover.
This is structural - gift subscribers have a defined end date. Focus on gift-to-paid conversion: send a reactivation offer 2 weeks before the gift ends with a first-month discount for self-subscription.
Competitive churn requires differentiation. Audit what competitors offer and identify where your box is genuinely better. Lean into that in your marketing and onboarding sequence.
Trial-intent subscribers are hard to retain - but a strong first-box experience converts some. A welcome sequence that helps subscribers understand the value of ongoing curation (not just one box) reduces this churn type.
Fix these in order of financial impact:
The largest churn buckets are usually not random. They are a signal that pricing, fulfillment, product quality, or retention flows need attention. Working the highest annual-loss reason first usually beats trying to fix every issue at once.