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Diet Smoke

Making Subscriptions Stick Without Constant Promotions

Diet Smoke

Diet Smoke is a THC products brand with a subscription model at the core of their business. Acquisition was working. Traffic was coming in, people were buying. The real opportunity was everything that happened after the first purchase.

Subscribers were churning. One-time buyers weren’t converting to subscription. And the email channel was running generic promo blasts to everyone regardless of what they bought, what strength they preferred, or what experience they were looking for. One list being treated as one audience when it was really dozens of different ones.

Platform

Klaviyo + Skio

Industry

THC Products / Subscription eCommerce

Services

Lifecycle Strategy, Segmentation, Flow Builds, Campaign Management, Signup Capture, Subscription Retention, Ongoing Optimization

Brand Alignment

THC is a category where trust and personal fit matter enormously. Customers aren’t just buying a product, they’re buying an experience. Getting it wrong means they don’t come back. Generic messaging in this space doesn’t just underperform, it actively erodes confidence in the brand.Every piece of communication was built to reflect that reality. Emails didn’t just promote products, they helped customers understand what was right for them, reinforced the value of their subscription, and made the brand feel like it genuinely understood how they used the product. That shift from broadcast to conversation is what drove both LTV and retention upward.

What We Built

The strategy started with a clear separation between subscribers and one-time buyers. Each got their own lifecycle path with different cadence, messaging, and goals. Subscribers received retention-focused communication built around the value of staying subscribed. One-time buyers received conversion sequences designed to show them why subscription made more sense than buying ad hoc.

The bigger unlock was segmentation by THC strength and vibe intent. Diet Smoke’s product line maps naturally to how customers actually use THC: chill, social, sleep, focus. We built campaigns and flows around these exact categories so every email felt like it was written for that specific customer’s experience. A customer who buys for sleep got different messaging than one buying for social occasions. The personalization wasn’t cosmetic, it was structural.

Product discovery flows guided new shoppers to their right fit fast, matching strength level, format, and intended vibe. This improved first-purchase satisfaction and made the path to repeat purchase much shorter.

The churn prevention system addressed subscription drop-off before it happened. Proactive reminders, flexible adjustment messaging, and save sequences kept customers subscribed through value and relevance, not just by throwing discount codes at them when they tried to cancel.

Signup capture was rebuilt from scratch with zero-party data collection built in. Strength preferences and vibe categories captured at the point of signup so personalization started on day one rather than after several purchases.

Outcomes

Diet Smoke

Subscription growth became less dependent on constant promotions and more driven by a system that made staying subscribed the obvious choice. Churn dropped. Subscriber LTV increased. Repeat purchase behavior strengthened across both subscribers and one-time buyers. The vibe and strength segmentation changed how the entire list performed. Open rates, click rates, and conversion all improved because messaging was finally relevant to the individual, not just the list average. Zero-party data at signup meant every new subscriber entered the lifecycle already segmented, compressing the time between first and second purchase significantly.

Email + SMS Attributed Revenue:

52%

Subscriber LTV Increase:

+34%

One-Time to Subscription Conversion:

+27%

“Brand’s been growing healthy since they stepped in. Subscriptions stick, churn’s down, and we’re not throwing discounts at everyone just to keep them. Recommended”

Zach, Founder of Diet Smoke