From Vinson · 28 September 2026 · for leadership. Every change below has been approved by Austin (25, 26 and 28 September calls).
- Not firing: the sign-up emails miss almost everyone, the tailored cancel emails have never sent, and the trial reminders are switched off. Nobody who leaves the checkout gets anything, and there's no renewal reminder.
- Nothing to act on: where emails did send, the button often led only to Discord. There was no link to pay, update a card or finish checkout.
| Area | What we looked at | Detail |
|---|---|---|
| Every live Klaviyo flow and campaign | Sends, clicks, payments that followed, settings, copy, triggers | Email report |
| Trial users | Everyone who tried Hypertune since November 2025, how their trial ended, whether they ran the optimizer, whether they can be emailed | Trial users report |
| Cancellations | 718 answers to the in-app cancel survey from paying subscribers since 21 August | Subscription cancelled |
| Yearly renewals | Every early-bird yearly subscriber, by renewal month | Email report, renewals |
| Stripe's own emails and settings | Which emails Stripe sends, receipts on recent payments, renewals stuck on bank checks | Email plan, Stripe |
| Flow | What should happen | What actually happens |
|---|---|---|
| Sign-up | Every new account gets the sign-up emails | 49 of a random 50 people who signed up and never bought aren't in Klaviyo at all, so the flow never fires for them |
| Trial | A short sequence through the 7-day trial | One long email built from images (2.7% click). The day 2 and day 4 emails, including "your trial ends soon", are switched off |
| Abandoned checkout | An email when someone leaves the payment page | Nothing. Klaviyo has recorded no checkout starts in 2026 because it never hears about them |
| Failed payment | Get the card updated | The first email links only to Discord, with no button to update the card. The flow restarts on every retry, about five emails each |
| Trial ended, first charge failed | Get a working card on file | Emails pointing to Discord, with no way to update the card. 7,055 trials ended this way and never paid |
| Welcome, after first payment | Every new payer | Reached 87 of 159 recent payers and skipped 71 |
| Trial and subscription cancelled | An email matched to the reason they gave | The reason is never passed to Klaviyo, so the tailored emails have never sent and everyone gets a generic one |
| Yearly renewal | A reminder before the charge | No flow exists, and Stripe's own reminder is off |
| Trial users who never paid | A win-back | About 21,000 were suppressed and get nothing |
13 more draft flows have never sent. The result: most people who could have paid got no email, or an email with nothing to click except Discord.
Klaviyo credits email with $1,628 in 90 days, about 1% of revenue. That counts any payment within 5 days of an email being opened, including automatic renewals, card retries and Apple Mail's automatic opens. $1,248 of it sits in the failed-payment flow: 51 payments from 5 clicks in 30 days, which is mostly Stripe retrying the card on its own. Two campaigns went out in 90 days.
Delivery is healthy: 99.6% delivered and no spam complaints. The problem is what gets sent, not whether it arrives.
1,811 subscribers are on the early-bird $47.88 yearly plan, and their first renewals start in November. That is $86,711 a year if all renew, or $69,474 without the 360 already set to cancel. Neither Klaviyo nor Stripe sends a renewal reminder: we checked Stripe's settings with Austin on 28 September. California requires notice 15 to 45 days before a yearly renewal.
Separately: Stripe's setting to email customers when their bank asks them to approve a payment (3D Secure) is off. When a renewal needs that approval, nobody is asked and the plan cancels after 7 days. That has ended 30 renewals since December.
GA4 counted 2,963 checkout starts in 20 days against about 1,100 new paying subscriptions. Some are repeat attempts, but none of the people who left got an email.
The tailored cancel emails have never sent (see section 1). The answers they need already exist in the in-app survey. The reasons paying subscribers give:
| Reason | Share |
|---|---|
| Didn't give me performance | 37% |
| Not using it enough | 21% |
| Too expensive | 19% |
| Other | 17% |
| Ran into a bug | 6% |
32,714 people have tried Hypertune. About 21,000 who never unsubscribed were suppressed by the team in two bulk actions, on 26 June and 6 August, most likely to stay inside the Klaviyo plan's profile limit. They never got a proper win-back.
Of the 22,949 who never paid, 16,414 ran the optimizer. 7,055 didn't cancel at all: their first charge simply failed. About 480 paying customers were caught in the same suppressions, so they would have missed failed-payment and renewal emails.
The 8 September campaign went to 3,213 current subscribers because a segment was built wrong. It had no exclusions and Smart Sending was off, so it could land on top of a flow email the same day. Smart Sending was off on every live email.
| Change | Why | How | Detail |
|---|---|---|---|
| Start again: ten short flows | Long designed emails with several buttons weren't clicked | Half a page at most, one button, sender "Austin from Hypertune", three new layouts | Email plan · Design brief |
| Failed payment rebuilt | 484 subscriptions lost in a month | Once per customer per 30 days; emails on days 0, 3, 7 and 14; an "Update payment method" button in every email; wording by decline reason; Stripe retries for 14 days instead of 7; Stripe's own email switched off at go-live | Copy |
| Yearly renewal reminder | Required notice, and $86,711 renewing from November | 15 and 3 days before, with the date and amount from Stripe; live by 16 October | Copy |
| Stripe settings | Duplicate emails, and renewals failing silently | Turn on the bank approval link and the "trial over" statement label. Receipts and expiring-card emails stay on. Renewal and trial reminders stay off because Klaviyo sends them | Email plan, Stripe |
| Abandoned checkout | Nobody who left the checkout was followed up | Two emails, at 1 hour and day 2, with a link back to the same checkout | Copy |
| Sign-up and trial | Trial users need to run it in the first hour; only 40% do | Separate paths for normal and trial-link sign-ups; three trial emails, including the exact trial end date | Sign-up · Trial |
| Subscription cancelled | Tailored emails never sent | Sent when they press cancel, chosen by survey answer. A free month for "bug" and "no performance", because the product didn't work for them. 50% off next month for everyone else. One reminder 3 days before the plan ends | Copy |
| Trial users win-back | About 21,000 warm, suppressed leads | Waves of about 1,000 a day, starting with 4,805 recent trial users who ran the optimizer. Three emails, 50% off the first month, plain text against a short design. Stop a wave if bounces pass 2% or spam 0.1% | Trial users report · Trial cancellation flow |
| Trustpilot review | 26 reviews, mostly about the old technician service | Asked once per customer, ever: yearly after 10 days, monthly after the second payment. One campaign to the 5,534 who qualify now, with 10% held back to check cancellations, then a flow. No rewards, and nobody filtered by how happy they seem | Copy |
| One-off activations, not regular campaigns | Payers were being mailed by mistake, and more email mostly buys unsubscribes | Standing segments. One email per activation, with no reminder. Payers at most once every 60 days, others once every 30. Nobody in a flow or emailed in the last 14 days. Stop at 0.5% unsubscribes | Email plan, activations |
| After purchase | The old flow skipped nearly half of new payers | One welcome email: tutorial, FAQ, Discord. After that, payers get only the Trustpilot ask and account notices | Copy |
Offer rules:
| Who | Role | Their instructions |
|---|---|---|
| Austin | Approves every change | Email plan |
| Gavin | Builds and tests in Klaviyo | To Gavin |
| Kamil | Stripe settings and the data Klaviyo needs (renewal dates, survey answers, events, codes) | To Kamil |
| Design team | Three reusable layouts, then every email | To the design team |
| Vinson | All copy (done), build rules, and monthly measurement against Stripe | Build rules |
| When | What |
|---|---|
| Now | Everything in "What changes": the Klaviyo clean-up, the Stripe switches, the data Klaviyo needs, and every flow. Gavin builds in parallel as Kamil's data arrives. Hard deadlines inside that: the renewal reminder live by 16 October, so the first November renewals get 15 days' notice, and the failed-payment rebuild before the first renewals fail in November |
| 27 to 30 November | Black Friday, the year's one sale, to lapsed users only |
| After everything is live | A regular campaign plan |
| Flow | Measure | Baseline |
|---|---|---|
| Failed payment | Past-due subscriptions recovered against lost, monthly | 412 recovered, 484 lost (22 Aug to 21 Sep) |
| Renewal | Yearly renewals paid against failed | First renewals in November |
| Trial | Trial users who run Hypertune in 24 hours; trial to paid | 40%; 15% |
| Abandoned checkout | Checkouts recovered through the emailed link | None today |
| Win-back | Payments within 14 days of the first email, against the cost of the Klaviyo plan step up | No win-back has run before |
| Cancel | Cancelled customers who pay again within 30 days | Set in the first month |
| Trustpilot | New reviews, and 30-day cancellations against the held-back 10% | 26 reviews |