Reducing Churn While Growing Subscriptions at Scale

Southern Scholar is a Dallas-based premium sock company founded in 2014 with a singular mission: to redefine men’s dress socks through superior craftsmanship and performance. Known for their proprietary Signature Material Blend and high-density 200 Needle Count Knitting process, the brand delivers unmatched comfort, fit, and elegance. While Southern Scholar had built a loyal following, they faced a dual challenge — expanding their subscription business while also increasing one-time purchases, all while maintaining customer loyalty and minimizing churn.

To meet these goals, we developed a segmented, lifecycle-driven email system tailored to each type of customer journey — subscribers, one-time buyers, and high-LTV repeat purchasers. Our welcome flows emphasized the brand's unique selling points, including material science, craftsmanship, and durability, while educating new customers on the advantages of the subscription model. Post-purchase flows provided care tips, style pairings, and early access to upcoming drops to increase retention. For subscribers, we crafted touchpoints designed to reinforce value, reduce churn, and offer exclusive perks. Leveraging behavioral data, we implemented cross-sell campaigns to introduce complementary products and timely win-back flows to re-engage lapsed customers. Every email reflected the brand’s refined aesthetic — clean, confident, and tailored.

The outcome was impressive: sales increased by 109%, driven by precision-targeted flows that enhanced engagement and built customer loyalty. Subscriptions grew steadily, and churn decreased thanks to ongoing value reinforcement and strategic education. Southern Scholar not only saw a sharp rise in conversions but also developed deeper relationships with its customer base — translating product quality into long-term brand trust.