Numbers over opinions.
Every recommendation comes with the data behind it.
About Optimail
We started in email. We stayed for lifetime value.
Optimail is a fractional retention team for subscription CPG brands, built around one question: how long do your customers stay?
From email to LTV
Our story
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Where we started
Optimail began as a typical email marketing agency for all types of eCom brand.
We built flows, sent campaigns and reported attributed revenue, the way most email teams do.
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Finding our focus
Somewhere along the way, we developed a passion for subscription-based brands because we realized they’re different.
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The turning point
Then we started reading our clients' cohort data.
For one subscription brand, we found that churn rose every time we sent a promotional campaign to active subscribers. The email dashboard looked great while the business was losing customers.
The dashboard vs. the business
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What we learned
That’s when we realized that subscription brands need an entirely different approach to lifecycle marketing.
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Changing the scoreboard
So we changed what we measure.
We stopped counting campaigns and started tracking repurchase rates, LTV and payback. We narrowed our focus to subscription brands selling consumable products, and we built The CPG Retention System around the part of retention that matters most: the first 90 days.
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Today
Today we work as the retention team inside a small number of subscription brands, with our hands on the offer, the onboarding and every retention channel.
Our values
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What we stand for
Honest reporting.
If something isn't working, you hear it from us first.
Subscribers who choose to stay.
We build retention on value, never on hidden billing or friction.
Few partners, deep work.
We take on a limited number of brands so each one gets senior attention.
The people behind Optimail
Our core team
Filip
Founder and Lead Retention Strategist
Marin
Senior Retention & Lifecycle Strategist
Lisa
Senior Retention & Lifecycle Strategist
Find out what churn is costing you.
In the Retention Audit we review your cohorts, your offer and your post-purchase experience, then show you where subscribers are leaving and what it is worth to fix.
Book Your Free Retention Audit