Fatty15 is a science-backed, award-winning C15:0 supplement from Seraphina Therapeutics that supports long-term cellular health. As a subscription-first brand, its long-term customer value is driven by recurring purchases, making the path from email intent to subscription action the moment that matters most.
Initial Problem
For BFCM 2025, Lunar Solar Group partnered with Fatty15 to maximize revenue during the highest-traffic promotional window of the year. The challenge was threefold:
- Maximize revenue during a competitive, high-traffic window. BFCM is the most crowded inbox moment of the year, and every extra step costs conversions.
- Convert both new and existing customers into subscription purchasers. Growth had to come from net-new subscription starts and from increasing the value of existing subscribers.
- Drive conversion without forcing customers through multiple landing pages and checkout steps. Traditional flows, clicking out to a landing page, selecting options, and completing checkout, introduced unnecessary drop-off at exactly the wrong moment.
Zaymo’s Solution
Lunar Solar Group embedded Zaymo’s interactive subscription modules directly into key BFCM campaigns, letting customers take action without ever leaving the email:
- Start a new subscription directly within the email. No landing page, no checkout funnel.
- Add one-time products to an existing subscription seamlessly. Existing subscribers could increase order value in a single in-email action.
- Engage with subscription offers in a dynamic, intuitive format. Interactive blocks replaced static creative with a real, actionable experience.
By integrating this into Klaviyo, the right audiences received highly relevant, conversion-optimized messaging based on lifecycle stage and purchase behavior.
Setup
Zaymo blocks were deployed across multiple high-impact BFCM sends, each designed to meet customers where they were:
- Black Friday campaigns targeting both subscribers and non-subscribers.
- Resend campaigns to capture incremental revenue from non-openers.
- Cyber Monday and Last Chance messaging to drive urgency and maximize conversion.
Klaviyo handled delivery and segmentation so each customer saw the offer most relevant to their lifecycle stage, whether that meant starting a new subscription or increasing the value of an existing one.
Results
During the BFCM campaign period, Fatty15’s interactive email experience reduced friction and made subscription actions easier to complete directly within the inbox.
- +67.4% YoY revenue growth across the BFCM campaign period
- +69.6% YoY increase in total orders placed
While Zaymo enabled new subscription acquisition, the majority of impact came from increasing the value of existing customers, demonstrating how interactive email can unlock incremental revenue without requiring net-new acquisition.
Takeaways
This strategy worked because it reduced the distance between intent and action. Instead of asking customers to leave the inbox, navigate landing pages, and complete multiple steps, Zaymo let subscription actions happen within the email itself. Combined with Klaviyo segmentation and Fatty15’s lifecycle strategy, this created a faster, more seamless path to conversion during a high-intent shopping period.
The result was a higher-converting BFCM that drove both immediate revenue and long-term customer value, with the biggest gains coming not from new acquisition but from making it effortless for existing subscribers to add more to their orders.