Kettleby Coffee Co.
41% more subscriptions from search and cost per subscriber down 31%
Business
Coffee subscription, DTC
What we did
Paid search, email and SMS
How long
12 weeks, 2025
Drag the handle to compare the control with the test. Every number below comes from the same two screens.
Cost per new subscriber
$42.10
to
$29.01
31% lower
The problem
Kettleby paid $42.10 for each new subscriber. Server-side tracking was counting 18% of orders twice, so the real number was worse than the dashboard. Forty-one broad keywords had spent money for 60 days without a single subscription.
What we changed
We fixed tracking in week one, cut the dead keywords and split Meta into new-customer and returning budgets. Then we built four flows in Klaviyo: welcome, first bag delivered, skip reminder and win-back.
In week six we tested a $1 first bag against 20% off on search traffic. The $1 bag won by 41%, and the people it brought in were still subscribed at the same rate 60 days later.
The result
By week twelve, cost per new subscriber was $29.01, blended MER went from 2.3 to 3.4, and email and SMS made 41% of revenue, up from 22%.
Our email went from receipts to 41% of revenue. The $1 bag felt risky until they showed us who was still subscribed at day 60.
Tomás Ferreira, co-owner, Kettleby Coffee Co., Columbus, Ohio
Twenty minutes with your ad accounts open
Share read-only access before the call. We look at spend, tracking and the pages your ads point to, then name the three changes we would make first, whether you hire us or not.
Tuesdays and Thursdays, 9 am to 4 pm Eastern. Rather talk now? (614) 555-0142