Revamping Onboarding & Rewards at The Beard Club

During my time at The Beard Club, I didn’t just launch a single campaign—I completely overhauled our retention strategy by redesigning our onboarding flow and building a rewards program from the ground up.

The Challenge: subscribers were canceling after 1–2 months, well before they became profitable. We found that if we could retain customers through month four, churn decreased significantly. So, I created a rewards program that incentivized customers to stay at least four months—transforming retention into a strategic revenue driver.

Alongside the rewards program, I revamped our onboarding automation to deliver more personalized, timely content. For example, two months into the journey, customers on a “Growth” plan received education on beard trimming and targeted upsells like beard cream—positioned to combat the dreaded “beard itch” that often caused drop-off.

The Result: These programs decreased churn by 17% while also increasing lifetime value by 20%, resulting in millions in incremental revenue.