In EP. 4 of Chew on This: Retention & Subscription Powered by Stay Ai, Ash and Gina sit down with the Subscription Doc himself, Matt Holman, to discuss strategies to enhance subscription models, focusing on achieving a high subscriber base and incentivizing loyal customers. Matt shares insights on improving retention rates through education and personalized communication. Key points include the significance of welcome email series, post-purchase surveys, and follow-up direct mail. The importance of understanding customer needs and offering discounts to win back skeptical customers is highlighted. Their conversation emphasizes the value of continuous engagement and tailored approaches to enhance subscription services and boost customer retention.
💡 Understanding user needs: Instead of offering generic discounts, focus on educating subscribers about your product and its benefits. This helps build trust and increases the perceived value of your subscription.
📊 Post-purchase surveys: Leverage post-purchase surveys to gain insights into user motivations, use cases, and product satisfaction. This information can then be used to tailor your marketing messages and offers.
🎁 Surprise and delight: While discounts can work, consider offering free gifts, samples, or unique experiences to create a more memorable and engaging subscription experience.
🎲 Gamification: Implement gamification strategies like points programs, punch cards, or build-a-box experiences to engage a subset of your most loyal subscribers and incentivize them to stay longer.
📈 Contribution margin: Track your contribution margin per subscriber to assess the profitability of your subscription program and ensure your marketing efforts are driving positive results.
0:00 - Intro.
1:27 - Matt Holman.
3:04 - Incentivizing subscriptions.
4:25 - Understanding product usage for retention.
5:28 - Improving retention through post-purchase education.
6:19 - Utilizing welcome series for subscriptions.
7:05 - Segmenting users based on benefits.
10:00 - Customizing landing pages based on user interests.
13:07 - Tailor retention strategies based on customer behavior and preferences.
22:49 - Running an order notification with a free gift increased perceived value.
23:11 - Adding an additional discount can prevent subscription cancellations.
24:06 - Using inserts and success stories in month two can improve retention.
25:02 - Implementing gamification strategies can enhance the subscription experience.
26:12 - Offering personalized add-ons can increase subscriber engagement.
27:20 - Utilizing surprise rewards in the subscription portal can boost customer loyalty.
32:07 - Setting clear expectations upfront can reduce subscriber churn.
34:07 - Product testing and follow-ups can gather valuable feedback from subscribers.
36:01 - Analyzing data to optimize product offerings and profitability is crucial for subscription services.
40:25 - Integrating loyalty points into subscription programs for customer retention.
44:01 - Final chews.
🩷 Stay Ai - Supercharge growth with Stay Ai, the next gen subscription app for Shopify brands that are serious about growth and performance! Designed by and for marketers, built by world-class engineers and data scientists.
🔗 https://stay.ai
Follow us, subscribe to our newsletter, and to see our exclusive merch check out
https://chewonthis.io/
Ron Shah - https://twitter.com/obviceo
Ash Melwani - https://twitter.com/ashvinmelwani
Chew On This - https://twitter.com/chewonthisdtc
Chew on This - Digestable DTC Content