subscribers + french food
WORK
One of our company-wide macros this quarter is to increase the number of new subscribers we have by 15%. As the Director of Retention, this initiative is led by me. I’m implementing several changes to our program to make this happen, here are a few:
Install ReCharge SMS: Improve communication with our subscribers and make managing their subscriptions easier. Please don’t ignore your subscribers in the hopes that they will “forget” about their subscription and stay longer. Data shows that the more communication they receive the longer they stay, k?
Improve post-purchase email flows: We needed to do better here, so these are getting a refresh. If you don’t have a unified checkout there’s a good chance that your new subscribers are not being entered into any welcome/post-purchase flow (depending on how your triggers are set up). I wrote a personal welcome email from me, explaining the benefits of their subscription and how they can get help if they ever need it.
Dedicated customer support access: The key to a good subscription program is providing value. An easy (and free) way to provide your subscribers with more value is to offer them front-of-the-line customer support access. We created a separate CS email address just for them. Cute.
Make subscribe & save the default option on the product page: No, this is not tricking anyone into creating a subscription. And yes, this might not be the right for your brand. It is for ours (we sell supplements which are a subscribable product). Making S&S the default option is simply offering someone the best price, first. Friction is CVR’s enemy. It is my job to reduce the number of actions (friction) it takes to get to the checkout and click buy.
Surprise & delight the sub with a gift the month before our highest churn happens: We determined which month has our highest drop-off rate and combatted it with surprising customers with a heartfelt thank you + incentive to hang around a little longer. You can do this with an extra % off, free product, exclusive swag — there are a lot of options. TBD on the results of that cohort.
Flash subscription sales: We do flash sales ALL the time. But, we weren’t doing any flash subscription sales. Example = Our subscriptions are 20% off but today we’re offering an extra 5% with this discount code! Not only is this a good way to get new subscribers but it’s a great way to educate your audience on the benefits of the program. Plant the seed.
By making these changes we’re about to hit our Q2 goal in just 19 days. The question is — will all these new subscribers stick around? Stay tuned.
life
🤩 New product obsession: Bitchin’ Sauce
Okay, I understand that I’m late to the game with this one. But, there’s a reason for that. I am NOT a sauce gal. I’m a plain cheeseburger, plain hot dog, no mayo on my BLT gal — always have been. So, the thought of picking up a new sauce to try rarely (if ever) crosses my mind.
I don’t know what exactly inspired me to pick up some Bitchin’ Sauce, probably a TikTok, but holy shit I am glad that I did. They have several flavors and honestly, try them all. But start with the Cilantro Chile first. They have it at Whole Foods.
📺 Watching: Julia, HBO Max
Julia is a show about the extraordinary life of Julia Child and her rise to TV stardom. Yes, this show inspires me to get off my couch and cook but it also inspires me to be unapologetically my most authentic self.
📖 Reading: Maybe You Should Talk to Someone, Lori Gottlieb
I’m reading this slowly because I don’t want this book to end. It’s also set up in small chapters which are more like glimpses. Lori is a therapist and she gives us a peek into her relationship with her clients, her relationship with her therapist, and her relationship with herself. It’s honest, motivating, and, beautiful.
👩🍳 Cooking: Anything Julia Child would be proud of.
I don’t understand people that don’t cook. Do you not like art? Do you not like delicious food? To each their own. Cooking really is art — it can take a lot of creative planning & thinking. Watching Julia has really brought back my love for simple french dishes. Tonight I made Chicken Francese and it was perfection.
🎙 Listening: Food with Mark Bittman
This past weekend, I was looking for a new podcast to listen to on my drive home from Hopewell, NJ. I’ve been extra inspired in the kitchen lately so this was an easy choice. I was instantly delighted by this show. Mark Bittman, a former NY Times food Journalist, invites you into what feels like a personal conversation with a friend. Each episode starts with a recipe that eventually ties into a story you hear later on. It’s fun, and informative, and it doesn’t take itself too seriously.
QUOTE THAT HIT
“Your dedication to instant gratification is destroying your dreams and goals. It's time to be fully accountable."