Dose #108: My Secret to Uncovering Subscription Growth
Matthew Holman
Fractional Subscription Leader | Weekly Subscription Tips --> Newsletter + Podcast | Commerce Catalyst Community | Partnerships @QPilot
Matt here with your weekly Subscription Prescription ??
Looking for that next piece of the subscription puzzle to unlock for more growth? This week’s dose is a thought exercise you need to run with your team. We start by walking through why this approach is so successful for my clients and brands, get into good data collection practices, and how you can sift through the data to find what to focus on next. That’s how you find growth. Read to the end for a special offer you can use as part of this process too.
This week’s dose is worth listening to or watching as well as I walk through the process and how to think about your program. Links at the bottom!
New Tool in Subscriptions
One of my partners and an amazing subscription mind is Jordan Salvit. He’s worked with some great brands, like Hunt a Killer and Mid-Day Squares.
He’s founded his own subscription company, agency, and is now rolling out a tool to help subscription brands understand what to focus on next.
It’s coming out this summer, so if you want to get on the list, email them at [email protected].
You can also learn more about what they do here:
It would be an understatement to say that I’ve talked to a lot of subscription brands. From my days running marketing at QPilot.cloud to content creation and now consulting, I’ve seen a lot of the good and the bad in subscriptions.
The funny thing is that brainstorming usually unlocks new ideas, focus, and, ultimately, growth for my clients and brands.
We sit there and talk through what’s working and what isn’t. I connect a few dots for them. Keeps things simple. This process gave a 25,000-subscriber supplement company the means to reduce churn by 40% in 3 months. From just brainstorming with me.
But since I can’t join everyone’s team meetings, this week’s newsletter is designed to walk you through that process to find what to focus on next.
I can guarantee that taking a few minutes reading this and another 45 minutes with your team will result in some clear next steps to improve subscriptions.
?? Brainstorming for Better Subscriptions
I like whiteboards and talking with my hands. That’s just me. But no matter how you like getting the team together, the idea is to walk everyone through some basic questions about your program.
Here are the first questions to run through with your team:
Now, crack open some of your customer data. If you feel like you aren’t getting enough feedback, you may want to focus instead on getting some of these systems implemented and working well:
Gathering Customer Insights
Information is power. To fine-tune your offerings and enhance customer satisfaction, gather data at every opportunity. These are must-haves for me:
领英推荐
But these are the areas I like looking at to see what people are selecting and saying about the product and subscription. Add anything you’ve missed to the list.
Pens Down, Eyes Up
Now that you have all that information, what patterns start to emerge? Here’s a short key for how to think about different pieces of the subscription puzzle:
Here’s an example of taking some of your information above and what to do with it:
Feedback - Confusion from customers about how to use the product. Churn information telling you that people aren’t using the product.
Solution - Invest in some better emails and inserts for inboxing. Look for ways to get better adoption right away.
?? Actionable Takeaways
Look for one thing you can do to improve. This is often how potential subscribers discover the product (landing page, quiz, product page), how you communicate with them about it (welcome emails, unboxing), or issues related to the product itself.
Sometimes it’s a simple upsell at the point of purchase or at month 2 of the subscription. Sometimes it’s adding another segmented email series for a different type of product user.
But again, if you aren’t getting a lot of data from your program then focus on that first and regroup with another brainstorming session once you have some data!
Final Thoughts
The answers are there. Sometimes it just takes some practice looking at the problem in its entirety to see what to do next.
If you’ve made it this offer, I’ll make a special offer for you and your team. This is a 30-minute meeting link; we can do this all together. Schedule some time for free. Normally I charge $500/hour for these calls, and I can guarantee you’ll take several things away to work on next.
That’s it for this week! Stay tuned for next week’s dose out on Tuesday.
?- Matt Holman ??
The Subscription Doc
This week’s dose is one you need to follow along with:
2x Amazon Sales in 4 months | LinkedIn Top E-commerce | Amazon Advertising Consultant |
5 个月This sounds super interesting! Can't wait to dive into the podcast and see how it all connects.
CEO @ BattlBox, Co-Host of ASOM
5 个月Oh man, this week's dose was the good stuff! ?? ?? ??
Ready to dive deeper into this methodology. Thanks for sharing!
25k to 40% churn reduction in 3 months - wow, that's a compelling case study.
Curious to see the specific methodology behind the 40% churn reduction, sounds impressive.