Last Agency
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VerdantRitual

verdant ritual.

Rebuilding Verdant Ritual's repeat rate from 18% to 51% and cutting paid dependency in half

The Build | The Run | The Handoff

VerdantRitual
status

5 months standalone

what was bleeding

Verdant Ritual had a beautiful product, a press hit at launch, and an 18% repeat rate that had been flat for nine months. Paid was carrying 78% of revenue. The founder was running lifecycle out of a Google Sheet and a spare evening.

months 0–3

the build

We didn't add paid. We rebuilt lifecycle first. Twelve Klaviyo flows replaced three. A second-purchase nudge at day 22. A refill prompt tied to product half-life. A win-back at day 90 with a one-question survey instead of a discount.

months 3–12

the run

Repeat rate climbed from 18% to 51% over months four through eleven. Paid's share of revenue fell to 39%. We added a sampling program for first-time buyers — the cost looked terrible in month one and excellent by month six.

mid-chapter — the numbers
Repeat rate climbed from 18% to 51% in nine monthsRepeat rate climbed from 18% to 51% in nine months

Repeat rate climbed from 18% to 51% in nine months

months 12–15

the handoff

Months 12-15 we trained Tara, who'd been promoted from coordinator to Lifecycle Lead. She ran the November launch end to start, including the segmentation tree. We reviewed flows once a week, then once a month, then not at all.

months 15–18

the exit

We're standalone observers now. Verdant added a subscription tier in March we had nothing to do with. They told us about it the day it launched, which was the right amount of warning for an ex-agency.

what sienna said

What Sienna Holloway said

I'd been told by three other agencies that my repeat-rate problem was a product problem. Last Agency looked at the same data and said it was a flow problem. They were right — we went from 18 to 51 percent without changing a single SKU. What still gets me is how they ended it. Tara, who started as my coordinator, was running lifecycle by month thirteen because they'd been quietly teaching her the whole time. They trained her into a job that fired them. I send Aman a Diwali card now. That's the relationship.
Founder avatar: SHSH
Sienna HollowayFounder · Verdant Ritual · Brooklyn
results, not prophecies

the numbers that stopped moving when we left.

  • ROAS5.1x lifecycle-attributed revenue per email
  • CAC reductionPaid dependency 78% → 39%
  • revenue scaleRepeat rate 18% → 51%
  • time to in-house15 months

more graduates.

• the offer

same shape engagement. your name in this slot next.

Twelve to eighteen months. Fixed scope. We build the function, run it, train your hire, hand over the playbook. Then we're gone.

tell us what's bleedingback to the work