Create Wellness gets 10X ROI from in-email cross-sells and frictionless subscription editing

Create Wellness makes premium supplements designed to support energy, focus, and everyday performance. With a growing subscriber base and a loyal customer community, Create had the right product — but friction inside their email flows was quietly working against them.

Initial Problem

Create Wellness had two friction points eroding subscriber revenue:

1. In campaigns, high-intent customers seeing cross-sell offers in emails had to navigate to the website to complete a purchase. Every additional click lost a meaningful share of that intent.
2. Subscription billing reminder emails spiked churn. The most common cancellation reason was product accumulation — customers had too much on hand, and without a simple in-email option to delay or adjust, cancellation was the path of least resistance. First-time subscribers in particular often hadn’t fully understood they were signing up for a recurring order.

Without self-serve tools inside the email, subscribers were contacting the team to make changes that should have been effortless. Every support ticket was a signal of unnecessary friction.

Zaymo’s Solution

With Zaymo, Create Wellness tackled both problems simultaneously inside their billing reminder email flow:

1. Reducing cross-sell friction by embedding one-click purchasing directly in the email. Subscribers could add products to their next order without ever leaving their inbox — capturing high-intent moments before they evaporated.
2. Bringing the subscription portal into the email. Zaymo’s embedded account portal gave subscribers full self-management — skip, delay, swap, or adjust frequency — right from their inbox. Customers who would have cancelled instead made a quick adjustment and stayed. A customer who delayed their upcoming order had a 60% lower likelihood of cancelling.

The embedded portal handled the full range of subscription actions and its responsive design meant the experience held up across devices. An unexpected benefit emerged alongside retention: Zaymo’s forms and personalized ending cards gave Create a way to collect subscriber preference data directly, enabling further personalization of post-purchase flows.

Setup

To ensure results reflected genuine lift — not seasonal variation or organic performance — the team ran a controlled A/B test on the billing reminder flow. The control group received the standard email with a link to the subscription portal. The Zaymo-powered variant embedded the full account portal and one-click cross-sell offers directly inside the email. Both variants were sent to statistically significant subscriber segments, isolating the impact of in-email interactivity from all other variables.

Results

Takeaways

The Create Wellness program succeeded because it addressed the right moment with the right tool. A billing reminder is a high-attention touchpoint — subscribers are already thinking about their subscription. By giving them frictionless self-serve options inside that email, Zaymo converted a historically high-churn trigger into a retention moment. Customers who previously would have cancelled instead skipped a delivery or adjusted their frequency, preserving the subscriber relationship without any manual intervention.

Beyond retention, the program compounded its value through cross-sell revenue and a meaningful reduction in support ticket volume. Fewer subscribers needed to contact the team to manage their subscriptions, freeing up operational bandwidth while simultaneously improving the customer experience. The unexpected upside — preference data collected via forms and personalized ending cards — points to a longer-term opportunity: using Zaymo not just as a retention layer, but as a full lifecycle personalization engine.