OPS-02 // RETENTIONQ2 — Q3
Northline DTC
Lifecycle rebuild cut 90-day churn by more than a third.
RetentionWeb
01Situation
The problem
Northline was a media-bought DTC brand bleeding subscribers in the first 90 days. Every dollar of acquisition was chasing customers out the back door.
02Playbook
The approach
- 01Audited the full lifecycle — welcome, onboarding, replenishment, win-back — and found 11 broken or absent flows.
- 02Rebuilt the post-purchase sequence around a simple 'first-90-days' onboarding spine with checkpoints at day 3, 14, 30, and 60.
- 03Added SMS to the retention stack with two-way replies routed to CX.
03Result
The outcome
-38%Churn at day 90
+24%LTV
+9 ptNPS shift
Customers stopped feeling like they got ghosted after checkout. The acquisition team finally got to keep their wins.
04More operations