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Prepared for Paleonola · Executive proposal

Retention strategy · 2026

Give up grains.
Not repeat customers.

15 years of real food built a loyal grain-free following. Now let's build the email & SMS engine that keeps every one of them coming back, starting with your biggest Black Friday yet.

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Happy customers
0.00★
From 2,270+ reviews
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Best after opening
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To Black Friday
◆Real food always wins◆Replenishment-first◆BFCM-ready◆Email + SMS◆Founder-led storytelling◆Subscription growth◆Real food always wins◆Replenishment-first◆BFCM-ready◆Email + SMS◆Founder-led storytelling◆Subscription growth
SECTION 01

A daily habit deserves a retention engine.

Paleonola is not an impulse snack. It is a repeatable breakfast ritual with a natural reorder window.

A 10oz bag lasts roughly 2 to 3 weeks. Every customer is a predictable re-order if the brand shows up at the right moment.

01

What you’ve built.

A category-defining product, a founder story people love, real ingredients that justify a premium, and thousands of reviews that remove doubt.

02

Where revenue waits.

Re-orders rely on memory. Single-bag buyers miss free shipping. Subscribe & Save stays quiet. Sold-out favourites lose intent without a waitlist.

03

What we’ll do.

Build an audience-led email & SMS engine around replenishment timing, better bundles, founder-led education, and subscription growth.

SECTION 02

One product. Four reasons to return.

The product stays consistent. The message changes with the customer’s motivation and buying context.

01

The ritualist.

Already lives grain-free. Wants reliable replenishment, variety, and subscription convenience.

→ Replenish + subscribe
02

The ingredient reader.

Needs proof: no grains, oats, refined sugar, dairy, soy, peanuts, preservatives, or natural flavors.

→ Educate + reassure
03

The household stock-up.

Buys for more than one person and can be guided from single bags toward bundles and free shipping.

→ Bundle + increase AOV
04

The retail convert.

Found Paleonola through a store, Amazon, or practitioner. Needs a reason to form a direct relationship.

→ Capture + migrate
SECTION 03

Black Friday starts before the offer.

The promotion creates the order. The retention system determines whether that customer comes back.

The BFCM principle.

Win the first order without teaching customers to wait for discounts.

Protect premium positioning by making bundles, access, convenience, and discovery the value story.

1

Build intent.

Grow email and SMS lists with early-access positioning, preference capture, and sold-out flavour waitlists.

2

Convert demand.

Lead with bundles, Mix & Match, and the $50 free-shipping threshold, not a race to the deepest discount.

3

Keep the customer.

Move every holiday buyer immediately into education, replenishment, and Subscribe & Save journeys.

Illustrative offer architecture: early access → tiered bundle value → last-chance urgency → post-purchase subscription invitation. Final mechanics set with Paleonola.
SECTION 04

Automations that follow the bag.

Nine priority flows, sequenced around the customer lifecycle and the product’s natural consumption cycle.

Acquire.

Turn first interest into the right first order.

  • 01Welcome series
  • 02Browse abandonment
  • 03Cart abandonment

Replenish.

Build around the natural 2 to 3 week buying rhythm.

  • 01Post-purchase education
  • 02Timed replenishment
  • 03Subscribe & Save conversion

Recover.

Give lapsed and waiting customers a clear reason to return.

  • 01Back-in-stock
  • 02Review & referral
  • 03Winback
SECTION 04b

From plain text to on-brand.

Paleonola's emails today are text only. Here is a sample template we designed for the brand. Click to view it in full.

Today

Text-only emails with no product imagery.

With us

Visual, branded templates that sell the bag.

SECTION 05

SMS earns attention by using less of it.

Text is the high-intent layer, not a smaller version of the email calendar.

Useful. Timely. Human.

Reserve SMS for moments where immediacy adds value. Use email to explain; use text to prompt action.

PALEONOLA: Your breakfast shelf called. Maple Pancake is back. Want first dibs?
01

Early access and back-in-stock alerts.

02

High-intent cart recovery.

03

Replenishment nudges at the right moment.

04

Short, useful BFCM urgency.

SECTION 06

A calendar with a job to do.

A balanced monthly rhythm that sells without turning every send into a promotion.

Week 01
Founder story
From apartment kitchen to Rhode Island mill.
→ Brand affinity
Week 02
Product truth
Why nuts and seeds beat oats, and what makes every bag different.
→ Education
Week 03
Daily ritual
Yogurt bowls, cereal, smoothie bowls, and desk-drawer snacking.
→ Usage frequency
Week 04
Replenish
Bundle, subscribe, or build your own next box.
→ Repeat revenue
SECTION 07

Ninety days to a working engine.

Foundations first. Then activation. Then decisions based on evidence.

Days 01-3001

Foundation.

  • Audit data, consent, and deliverability
  • Define segments and measurement baselines
  • Map BFCM and lifecycle priorities
  • Build the nine priority flows
Days 31-6002

Activation.

  • Launch the nine automations inside Klaviyo
  • Implement A/B tests across flows and campaigns
  • Launch email and SMS capture
  • Run the first audience-led calendar
Days 61-9003

Optimisation.

  • Optimise based on A/B test results
  • Improve bundle and subscription pathways
  • Review results and decide what scales
SECTION 08

Measure the habit, not the hype.

Baseline at kickoff. Review at 30, 60, and 90 days. Scale only what earns its place.

01

Repeat revenue.

Email and SMS attributed revenue, repeat purchase rate, time to second order.

02

Basket quality.

Average order value, bundle mix, free-shipping threshold attainment.

03

Subscription.

Subscribe & Save starts, conversion rate, active subscriber retention.

04

List health.

Deliverability, engagement, opt-in growth, unsubscribe and complaint rates.

Illustrative

Targets are set together after baseline access. No invented benchmarks. No vanity metrics. Just commercial evidence.

First monthOne-time

$4,500

Rebuild everything.

  • →Audit data, consent & deliverability
  • →Klaviyo structure and cleanup
  • →Segments and measurement baselines
  • →Template & design direction
  • →Build the nine priority flows
  • →BFCM and lifecycle mapping
Every month afterPer month

$2,500

Ongoing management.

  • →Approximately 8 campaigns per month
  • →Audience-led monthly calendar
  • →Copy + creative
  • →Klaviyo builds & scheduling
  • →A/B testing across flows
  • →Performance review

SMS program, measurement and reviews are part of the monthly management, nothing extra.

The monthly scope flexes around the Paleonola calendar. Launches, seasonal moments, and BFCM take priority over a rigid formula.

Final scope is confirmed together before kickoff.

The recommendation.

Build the system before the season.

Start with the retention foundations, move into BFCM with intent, and turn holiday demand into next year’s daily ritual.

Let’s build it