Chew on This - Digestable DTC Content How to Build a Subscription Program that ACTUALLY Retains
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Aug 22, 2025 Nick Shack, an operator at Breeze, shares his expertise in building successful subscription programs. He discusses the challenges of cadence defaults, revealing how switching from bi-weekly to monthly reduced churn. Nick highlights the importance of personalization through subscriber personas and targeted gifts. He also emphasizes the need for effective communication during delays and the significance of a subscription-first approach on product pages. With insights into retention strategies and customer engagement, Nick's tips are invaluable for any DTC brand looking to grow.
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Joining For Product And Timing
- Nick joined Breeze because he personally valued a sober/non-alcoholic beverage product and believed in the category's timing.
- He shifted from an ads mindset to focusing on retention and subscriptions after seeing the business evolve internally.
Default To Monthly, Not Bi-Weekly
- Avoid defaulting to bi-weekly cadence; it created churn because customers had too much product.
- Default to monthly/four-week cadence to reduce early churn when consumption patterns are unclear.
Match Discounts To Consumption
- Do not offer the deepest discount on the shortest cadence without testing consumption behavior.
- If you must discount, ensure cadence matches how customers actually consume the product.