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Blog/4 Strategies to Boost On-Site Subscriber Revenue on Prime Day

4 Strategies to Boost On-Site Subscriber Revenue on Prime Day

We know you’re likely gearing up for Prime Day sales on Amazon, but have you considered extending the excitement to your site with a sale of your own?

Amazon’s two-day Prime Day sales promotion generated a whopping $12.7 billion last year, with customers purchasing over 375 million items. With that level of volume, your brand deserves a slice of the pie, too. 

Whether you sell directly on Amazon or just want to get in on the fun with a sale of your own, we’ve got you covered with strategies that your brand can use to capitalize on Prime Day profits – and how to create added incentives for your subscribers.


Wait – Should I Sell on Amazon?

Many brands choose to sell their products on both their website and Amazon in an increasing effort to meet shoppers where they are and streamline the customer journey. Selling on Amazon can boost brand awareness and discoverability, increasing sales and web traffic.

On the other hand, selling on Amazon comes with a loss in customer data and additional 3rd party fees and costs.

When customers shop directly from your site, your brand can collect valuable insights into purchase behavior and demographic information alongside contact info, including email, phone number, and mailing address. This information is necessary to implement post-purchase flows, build a long-term relationship, and grow LTV. When customers shop through Amazon, your brand forfeits these data-rich benefits. As a result, every brand has a different approach when selling on a 3rd party platform like Amazon.

Regardless of whether your brand is selling on Amazon, our Prime Day best practices capitalize on the high-purchase intent of this event with tips and tricks geared toward maximizing your owned marketing channels – including email, SMS, social, and directly on your subscriber Customer Portal.


4 Strategies to Extend the Prime Day Deals to Your Site:

1 – Get Creative with Your Sales Promotion

Will your brand offer a blanket sitewide discount to all customers? Should you bundle specific summer-related products? What about a unique deal for subscribers?

Don’t be afraid to think outside the box on your site’s Prime Day deals! Offer customers and subscribers a variety of compelling offers guaranteed to move some inventory.

By offering unique deals for one-time customers versus your subscribers and offering a deal beyond a standard sitewide discount, you’re more likely to excite shoppers and get them to convert beyond the 20% discount they’ve seen a million times before.

Our retention experts recommend choosing one to two of the following price strategies –

  • Offer a limited-time product bundle combining new or existing products that have yet to be released on your site in one convenient pack. To seal the deal, offer a slight discount on this bundle.
  • Install a clock widget on your homepage either as a banner or a popup ad that tells customers that the first 100 orders today will receive a crazy deep discount of 40% off their order while all others will receive 20% sitewide. This strategy adds a sense of urgency that prompts customers to act, while also taking a playful spin beyond the traditional 20% sitewide sales offer that customers are used to.
  • Announce a limited-edition product, exclusive to Prime Day! Alternatively, if your brand is low on inventory on an old product SKU, you could use this sales event as a chance to “bring it back one last time” as a final surprise for customers. For example, bring back a limited-time flavor or fan favorite from a past promotion for one last run, like an exclusive summer Mango flavored seltzer.
  • Buy-One-Get-One (BOGO) deals work great for big sales events, encouraging customers to purchase more products in bulk at a perceived better value. 
  • A/B test a BOGO vs. a sitewide sale vs. a timed, tiered discount promotion to see which resonates more for your customers and subscribers ahead of time. If your brand has run versions of these promos in the past, consider past data trends to decide which sale will likely have the highest conversion rate for Prime Day.

2 – Offer Your Own “Prime Day” Free Shipping on All Orders

Shipping is expensive – and not every brand can offer complimentary free shipping on all customer orders. If your brand is in the latter camp, offer all customers free shipping for Prime Day as a playful mimic of Amazon’s two-day free shipping for Prime members.

By leveraging one of our sales tactics combined with free shipping, your brand is sure to see success for your sitewide takeover of Prime Day.

3 – Extend the Sale Beyond Amazon’s Two-Day Promo

Extend your sitewide sale beyond Amazon’s two-day promotional window. This way, your shoppers have extra time to decide and purchase. We’d recommend waiting until Prime Day officially ends, then sending an email or SMS blast announcing a “Prime Day extension” exclusively available on your site.

Want to gear this promotion toward subscribers? Make the extended sale only available to subscribers or offer the extended sale sitewide but give subscribers an additional incentive or better deal to keep everyone happy.

Capitalize on this purchase occasion by offering customers a better discount than competing products on Amazon. For example, share a limited-time code with your shoppers using Amazon-centric keywords like PRIME or PRIME20 for 20% off their sitewide orders for a limited time.

For subscribers, offer an even greater discount than the sitewide offer to ensure your most valuable customers feel appreciated during this sale. 

To accomplish this, we recommend running a sitewide promotion directly on your website that capitalizes on the high-purchase intent of shoppers on Prime Day. Leveraging a limited-time homepage popup, banner ad, or a unique landing page, your brand can use language like:

  • “We’re having our own Prime Day sale! For a limited time, BOGO on products sitewide.”
  • “Until Prime Day ends, receive a special offer on subscriptions for an extra 10% off in addition to your usual 10% subscriber discount. Act fast, once this deal is gone, it’s GONE!”

Prime Day Checklist: What to Do Before the Big Day

Now that you’ve got some ideas floating around for what deals and messaging you want to offer to your shoppers and subscribers, let’s take a step back and make sure you’ve got everything dialed in before the big sale with our Prime Day checklist – 

  • Check your inventory levels – the last thing you want to do is sell out too soon!
  • Prioritize specific SKUs – ask yourself which products (if not all) will best resonate with new and existing customers on Prime Day. Are there certain products you want to prioritize in your on-site sale?
  • Optimize your PDP pages for Prime Day messaging, sales language, and more
  • Plan ahead! If you’re running paid social around Prime Day, get your creative and ad messaging locked and loaded before the sale begins! 
  • Start A/B testing your ad creative early. Trial run some of your ads in the days leading up to Prime Day to see which have the highest sales conversion. When the sale begins, ramp spend accordingly
  • Check your customer reviews – Are your reviews looking good? Be sure to address negative reviews or customer complaints before the big day.

Choosing to sell directly on Amazon is not for everyone and depends on many variables unique to your business model and overall revenue strategy. But in whichever case, these Prime Day strategies are bound to boost your brand’s midsummer revenue and help give your subscribers a delightful shopping experience.


For additional strategies around boosting AOV & LTV, check out our other posts here. 

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Blog/Subscription Best Practices During Sitewide Sale Events

Subscription Best Practices During Sitewide Sale Events

With the right strategy, your team can segment and deliver exclusive offers to subscribers during sitewide sales, effectively capturing first-time shoppers without cannibalizing your existing subscriber base.


Memorial Day Weekend, Black Friday & Cyber Monday, New Year’s – there are plenty of sitewide sales opportunities your brand can capitalize on each year.

However, during these significant sale periods, it can be challenging to retain subscribers if they see a better deal or one-time sale offered to first-time shoppers or non-subscribers. They may opt to cancel their subscription or, worse, churn altogether.

To combat sitewide sale-related churn and as a best practice from the experts at Stay AI, you should always ensure that your subscribers – your most valuable customers – receive the best deal on your product, no matter the occasion.


Implementing Automatic One-Time Subscription Discounts During Sitewide Sales

Let’s say Labor Day or Black Friday is right around the corner, and your brand wants to run a 20% off sale sitewide. If your evergreen offer for subscribers is 15% off, these subscribers may pause or churn on their subscriptions to grab a better deal. 

To prevent this, give subscribers an additional, one-time 5% off code directly in their Customer Portal that matches the 20% off offer – or give them a slightly better offer as a thank-you for their loyalty and repeated business. This way, your one-time discount will aggregate to match the total discount amount your first-time shoppers receive during the sitewide sale.

If your brand already offers a Subscribe & Save percentage discount, you should exercise caution when implementing additional one-time discounts. Because your Subscribe & Save discount is set up within the same Shopify Selling Plan as a one-time discount, if not set up correctly, you may accidentally give subscribers a stacked discount amount that’s not great for your bottom line.

Our friends at Olipop applied an automatic, one-time discount code for subscribers during their sitewide BFCM sale to ensure their most valuable customers, their subscribers, were still receiving the best offer. The team also implemented a BFCM-themed in-portal banner ad in the Customer Portal to ensure subscribers saw their special offer and could apply it to their next order with ease.

Note: You would never create a one-time subscriber discount of 30%, as this would stack on top of their usual discount and incorrectly discount their order substantially.

For additional info on setting up a “Subscribe and Save” Selling Plan and associating this with specific products, check out Shopify’s step-by-step guide here.


More Subscription Strategies to Consider During Your Next Sitewide Sale

  • Consider making your subscribers’ discount slightly higher than the sitewide sale amount (ie. 30% off rather than 25% off) as your most valued customers.
  • Implement a site popup that provides non-subscribers a sneak peek of the exclusive offer(s) they would receive as subscribers during the sale period.
  • Segment between first-time shoppers, existing customers, and existing subscribers in your email & SMS campaigns. Exclude subscribers from sitewide sales communications or popups meant for first-time shoppers to ensure the right messaging and promo offers only reach their intended audience.
  • Further segment subscribers to deliver a special discount that can be directly applied to their next subscription order with just one click using our Klaviyo Quick Action email feature.


Creating a Promotional Banner Ad Directly in the Subscriber Portal

Need help putting together your first in-portal banner ad? We’ve got you covered – 

In-portal banner ads are one of the most effective strategies to communicate exclusive limited-time offers, seasonal promotions, holiday sales, and more to your subscribers. Enabling the in-portal banner ad is so easy, you’ll be done in just three steps.

  1. To create one, navigate to the Stay AI merchant portal, click Customize Portal, then click Design
  2. From the left-side navigation panel, select the option to include a banner ad. 
  3. Upload custom graphics featuring your chosen products and promotions offers and link the most popular product to enable a two-click purchase.

For additional AOV optimization, add an upsell carousel featuring selected sale products with a special discount so subscribers can quickly add those to upcoming orders.


For more best practices and tailored strategies for leveraging customer portal banners during promotional periods, check out our full strategy breakdown here.

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Blog/Turning One-Timers into Subscribers: The Power of Establishing Routines

Turning One-Timers into Subscribers: The Power of Establishing Routines

Unlock greater post-purchase revenue with the power of brand storytelling and establishing routine.

Routine-building and brand storytelling will always be the best strategy to unlock subscription revenue. 

Think about it: the driving factor pushing a one-time customer into a repeat, high LTV subscriber is never rooted in the 10% or 15% discount received as part of a Subscribe & Save deal. Instead, the real value lies in the product itself and how it impacts the customer. 

Educating customers on the value your product presents as a part of their ongoing routines makes them all the more likely to buy.

Let’s look at the Health & Wellness vertical – if you sell a haircare product, the results will look different after two weeks, one month, two months, or over a year of using the product routinely. To convince a customer to commit to that level of product adoption, the post-purchase journey must carefully build customer expectations around specific timelines and consistent product use. By showcasing tangible results that customers can see or look toward, they are more likely to see it through.

For non-subscribers, post-purchase emails should act as brand-building touchpoints highlighting product benefits. Messaging like “Step one of your health journey begins today!” or “Don’t lose the amazing progress you’ve made toward healthier hair!” are far more impactful than a notification like “Hooray! Your order is on the way!” or “You’re halfway through your order! Time for a refill.”

Visuals or UGC images that educate customers on what to expect at each step of their journey are also important in showcasing the value of routine. Our friends at Graza do a wonderful job of guiding customers through their olive oil journey with a robust PDP that visually maps out the lifecycle of each variety of olive oil, including best use cases, and even links out to several fun recipe ideas. 

Once your post-purchase email flows are dialed in, expand to SMS. Short and punchy SMS reminders can be a great motivator for staying consistent and reaching product-use milestones.

By reframing these touchpoints as storytelling opportunities centered around the main benefits of your product and showing support along the way, customers seamlessly funnel into a routine mindset which makes a subscription a no-brainer. 

This strategy extends beyond Health & Wellness – many subscribers (myself included!) have subscriptions to clean, low-acid coffees, olive oil, pet food, and much more. 

By honing your post-purchase content around product storytelling, you build a brand narrative for customers that focuses on value and why they need to come back again and again.

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Blog/Introducing Digital Punch Cards 👊

Introducing Digital Punch Cards 👊

Our First-to-Market Rewards Solution is Here: Meet Digital Punch Card 👊

If you run a coffee shop and offer one free coffee for every 10th punch on a punch card, customers are more incentivized to come back to buy your coffee more often. 

But why is that?

Research into human behavior reveals that the closer customers see themselves reaching a goal, the more likely they are to come back and order again until they reach it.

This is why we’ve built our new first-to-market feature, Digital Punch Cards!

Using a format most everyone can recognize, Digital Punch Cards are embedded directly into your customer portal and allow subscribers to see and visually track their rewards journey in real-time and then seamlessly apply rewards to upcoming orders.

Now, you can engage customers with their favorite punch cards – digitized

How Does It Work?

At Stay AI, we believe in creating highly visual subscriber journeys that keep customers engaged throughout their order cycles and show them their progress toward exciting and exclusive rewards.

This feature is easy to set up and is customizable to your needs. 

  • Step 1: Choose the number of “punches” 
  • Step 2: Select the incentive or reward to give subscribers who reach the last punch on their card – this can be a free order, product, and more
  • Step 3: Select a minimum order value required for subscribers to receive a punch to ensure all rewards are met after passing a specific threshold

Our Digital Punch Card widget lives in the upper portion of the customer portal dashboard, making it seamless for subscribers to log in and view their progress at any time to see how close they are to their next reward.

By gamifying the reward experience with fun, punchy visuals, Digital Punch Cards take rewards strategy to the next level.

Digital Punch Card & ExperienceEngine Work Hand-in-Hand

With ExperienceEngine, you can utilize our AI to split-test different products as gifts or the same product with varying discount amounts on a subscriber’s upcoming order to see which offers are the most successful in reducing churn in the cohorts identified as most likely to cancel. Digital Punch Cards take this a step further by providing an opportunity to surprise and delight subscribers at key milestones. 

By first using ExperienceEngine to determine which incentive works best for your target audience, you can decide what reward(s) will work best as incentives for your Digital Punch Card.

For example, let’s say your brand is trying to determine whether a free shaker bottle or a free key chain best optimizes retention. You can use ExperienceEngine to set up a free shaker bottle on order three and A/B test it against a free key chain. Through that A/B test, see which one has the highest success rate for retention and how the product and order cadence drive AOV. 

That data will directly impact how to set up Digital Punch Cards, allowing you to make data-driven decisions when selecting which product and order number should apply as the punch card incentive.

Stay AI sets your brand up for success with real data-powered analytics, backed by rigorous split-testing, that you can then apply to a Digital Punch Card that will run for six months, a year, or however long you want it to.

Get ready to take the subscriber journey further by offering your customers an unparalleled brand experience—and an even greater LTV.

Interested in Digital Punch Cards?

You won’t see another subscription solution utilizing the familiarity of punch cards with customizable and easy-to-set-up rewards functionality. We’re so excited for you to engage subscribers throughout their journey and give them a rewards system that truly packs a punch 👊

The beta launch of Digital Punch Card is now available for current Stay AI merchants. If you’re interested in being one of the first to use this feature, contact us today!


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Blog/Stay AI’s Integration with Inveterate Has Arrived!

Stay AI’s Integration with Inveterate Has Arrived!

Inveterate Integration with Stay AI

Stay AI’s Integration with Inveterate Has Arrived!

Stay AI is thrilled to announce the launch of our first-to-market integration with Inveterate! With this integration, Stay merchants can build a powerful membership and loyalty program with Inveterate and give subscribers immediate access to exclusive benefits directly within Stay AI’s customer portal.

When you integrate Stay AI and Inveterate, you’ll be able to see which subscribers are members of your loyalty program in your Merchant Portal. Members can apply credits, add early-access products, and more directly from the Customer Portal.

How does it work?

Let’s say you’re a coffee subscription company using Stay AI and Inveterate. Your subscribers can navigate to the “Membership” panel in their Customer Portal to access membership benefits, including anniversary credits, exclusive flash sales, early access to new drops, and more.

If you’re an active Inveterate user and have set up your Merchant Tiers, configured your membership rewards, and determined which products are available for Eoarly Access, then all of these benefits would now be accessible and manageable via the Stay AI Customer Portal. Any members who are also subscribers will be visible within the Stay Merchant Portal with a “Member” widget in the top left-side corner.

Within Stay AI, you can share these early-access products on the Membership page in the Customer Portal. Give your most loyal subscribers exclusive sneak peeks at products you’re not ready to share with everyone else yet.

Combine subscription and membership rewards to create a powerhouse program for your users today!

Interested in a demo? Send our team a message 🩷

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Blog/Analyzing Subscription Program Data for 2024: Guiding Questions for Your Team

Analyzing Subscription Program Data for 2024: Guiding Questions for Your Team

To state it simply, the world of ecomm gets more competitive every year. New brands are hitting the market and quickly edging out competition, the cost of goods and services are rising, and the cost to acquire new customers isn’t getting any cheaper, either. Case in point: TikTok Shop announced they’re hiking their seller fees up to 8% per order.  

If you’re reading this article, you probably are already the type of person who’s invested in optimizing your subscription program to maximize revenue. But if you’ve been waiting for the right time to come around…it’s time. Here comes our cold, hard truth pep-talk. 

Subscriber acquisition, retention, and churn reduction must be optimized like any other lever of your business. If you aren’t giving yourself (or your team) the time to meaningfully improve things like your customer experience and retention marketing efforts, you are undoubtedly losing potential revenue. 

How do we know? Data.

In 2023:

OLIPOP saved over over 4,000 customers from canceling their subscriptions using strategically-designed dynamic cancellation flows with Stay Ai’s RetentionEngine.

Obvi scaled their recurring subscription revenue over 300% by better acquiring sticky subscribers, implementing preventative churn-reduction promotions, and further investing in their retention marketing efforts.

A Pup Above generated 140%+ in add on revenue from meaningfully marketing to their existing subscriber base, in addition to offering a purchase-optimized customer portal experience.

And before you can move forward into optimizing your subscription program, it’s critical to tackle a review of its current state.

So let’s dig into the numbers. Here are some of our favorite guiding questions to ask when analyzing your subscription program’s performance. We’ve chunked them out by the four core stages of the subscriber journey: acquisition, lifecycle, churn, and re-engagement (AKA winbacks). 


Stage 1: Subscription Acquisition

1) Did you test running subscription-specific versus standard ad campaigns? Segment the cohort of subscribers acquired through each method. Which cohort has the highest retention rates? Which cohort is spending the most money with your brand?

2) Did you test running subscription-specific landing pages, or did you first introduce your subscription offerings with PDP buy boxes? Segment the cohort of subscribers acquired through each method. Which cohort is the stickiest? Which cohort has the highest LTV/AOV?

3) Review the performance of any and all campaigns that nudged one-time-purchasers to upgrade to subscription. Look for commonalities to identify what led to the highest CVR. Then check out how those upgraded buyers are doing. Are they sticky?

Stage 2: Subscriber Lifecycle

1) Review your subscriber-targeted upsell & cross-sell efforts in 2023. When did you see spikes in add-on revenue or existing subscriber recurring revenue growth? Which campaigns or optimizations led to these wins?

2) Segment out your highest AOV/LTV and longest-retained subscriber cohorts. Which products are these customers buying? Are they regularly swapping things in and out, or are they committed to a few SKUs?

3) If you ran multiple existing-subscriber promotional campaigns – discounts, free GWP, etc – look for trends across your top performers. What types of subscribers responded best to these campaigns? Which promotional offers did they prefer? Is there a relationship between X type of promotional offer and delivery at Y timing in the customer journey

4) What actions were customers taking most in your customer portal? Did you have high skip/pause rates? How can you incentivize subscribers to make those transactions instead of skipping them

5) Review your subscriptions by subscription timing data. Did a significant amount of subscribers adjust their subscription timing during the lifecycle? How could you use this data to refine your acquisition offerings, or better educate existing subscribers on regular product usage?

Stage 3: Subscriber Churn

1) When in the customer journey are customers churning? After how many orders, months, or $ spent? Review data not only by timing, but also selected cancellation reason. How can you proactively intervene to prevent this churn? 

2) Were there specific days, weeks, or months where you saw notably high churn rates? What might have triggered that trend? 

3) Which of your products are associated with the highest rate of customer churn? 

4) Dig into churn by acquisition cohort, then map back to the acquisition efforts you ran that month. Which campaigns, channels, or pages seem correlated to high-churn cohorts?

5) What were your top 2-3 most frequently reported cancellation reasons in 2023? What tools or strategies can you leverage to directly address these subscriber concerns?

Stage 4: Winbacks & Re-Acquisition

1) Review your winback data. Which channels were most effective for re-acquiring churned subscribers?

2) Drill down into successful winbacks based on customer type. Segment based on purchase history, time on subscription, reported cancellation reason, etc. Which types of winbacks were most effective for these customer cohorts?

3) Review winbacks by month. Were there specific times last year that customers acted on winback offers? Why might that be the case?

4) Review time between cancellation and winback. Did you test sending winback offers based on specific triggers, or a variation of dates after cancellation? Where are the trends in conversion?


Find Out More About How Stay Ai Can Help You Make More Subscription Revenue in 2024

Stay Ai is more than just a subscription app — it’s a powerful revenue generation and retention marketing tool. AI-powered features enable you to effortlessly turn your subscription program into an optimized performance channel, so you can spend your workdays focusing on the the big decisions that AI can’t make for you.

At the end of the day, Stay is designed to make you more money, while ensuring that your customers have an unparalleled subscription experience along the way.

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Blog/A/B Testing Tips & Tricks: 8 ExperienceEngine Promotion Ideas for Boosting LTV & Fighting Churn

A/B Testing Tips & Tricks: 8 ExperienceEngine Promotion Ideas for Boosting LTV & Fighting Churn

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You know how crucial testing is for snagging new customers, right? It’s just as important as subscriber retention, and we’ve seen it pay off big for our merchants at Stay.

There are endless ways to A/B test promotions and offers across the subscriber lifecycle. We did some digging across our top-performing brands, and compiled this list of some of the most valuable promotion formats we’ve seen. Let’s dig in.

1. Free Gift vs No Free Gift

Identify a point of high churn and offer a free gift-with-purchase right before that point. Does that build enough loyalty to keep those subscribers longer? Pro tip: pick a free gift that will be useful and keep your brand top-of-mind.

Noonbrew tested sending a free tea storage container to their subscribers. Implementing this promotion in addition to other strategies has led to a 41% reduction in monthly churn since promotion launch.

2. Upsell Product A vs Upsell Product B

If you want to increase AOV, test a couple of different upsells offers to see which gets the higher take rate. You can also do test upselling two different products.

Lifeboost A/B tested upselling subscribers on two different coffee variants – a pumpkin spice blend, and an espresso blend. The promotion was a massive success, generating thousands of dollars in additional revenue.

3. Free Gift On Order X vs. Free Gift on Order Y

This promotion type is super effective for testing when a free gift has the most impact on customer retention. Check out your subscriber churn drop-off points for the best order numbers to test with.

Funk It tested sending subscribers a free gift – maca – at different subscription cadences. The team found that sending their gift on order number 4 increases retention rates, leading to an overall 22% reduction in subscriber churn.

4. Free Gift vs. Discount Offer

This one is for the fans of unit economics. Sometimes, sending a free $1.00 sticker does the job – but for other brands, customers really only action on a discount. The best way to find out your subscribers’ preference? Test it!

Example: Test offering your subscribers a free piece of swag versus $10.00 off on an upsell product.

5. Free Gift A vs. Free Gift B

Not all GWPs are created equal. You can test things like offering free product versus branded merch or full-size versus sample/travel size. Testing results will show which drives the higher retention.

Aura Bora tests offering a free branded baseball cap versus a free seltzer variety pack on third subscription orders. Since moving from Smartrr to Stay, they’ve seen 128% growth in monthly recurring subscription revenue.

6. X% Off Upsell vs. Y% Off Upsell

Discounting can be finicky – at at the end of the day, you want to drive more money to the bank account, anyway. Try testing a couple of different discount offers. You might want to see if a 15% upsell discount ends up being just as effective as a 20%. Another pro tip: try comparing odd-numbered or “weird” discount offers versus the standard 10 – 25%. We’ve seen some of the unique upsell discount offers get better responses, because subscribers perceive them to be more personalized.

Obvi ran a promotion in 2022 testing a 30% off upsell offer versus a 50% off upsell offer for their Apple Cider Vinegar gummies. The test results were pretty surprising – the take rate for both offers was nearly the same – only fractions of a percentage point difference! It’s always worth the A/B test.

7. Free Sample vs. No Free Sample

Seeing a lot of product-specific churn? Maybe those subscribers would like a different product better. Test offering subscribers of flavor A a free sample of flavor B on upcoming order number X. Use churn cohort data to inform where your subscriber drop-off cliff is, and add this sample to the most common last order number before cancellation.

Moon Juice ran a promotion in early 2023 in which they offered subscribers a free sample of one of their best-selling supplements on their third subscription order. The cohort of recipients had a higher order value for their following order – indicating a boost in brand loyalty (and revenue for Moon Juice)!

8. % Off Upsell vs. $ Off Upsell

To our above point on finicky discounts – sometimes customers just prefer more “tangible” offers. A/B testing a % off discount versus a $ off discount can provide some illuminating results. This helps highlight what format of offer the customer perceives to be a better deal.

Example: Test offering customers a 17% off discount on an upsell product versus the equivalent dollar amount. See which promotion has a higher take rate, & then use these insights to inform future offer development!

Looking to fight subscriber churn, or boost your subscription revenue? Stay Ai’s out-of-the-box tools are designed to boost your subscriber LTV, while delighting your VIP customers.

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Blog/Ashvin Melwani Q&A: The Keys to High-Scale Subscription Acquisition & Retention

Ashvin Melwani Q&A: The Keys to High-Scale Subscription Acquisition & Retention

We all know A/B testing promotional offers is critical for acquiring new customers in general, but what most brands don’t realize is that it’s just as critical for subscriber retention, too. We’ve seen it pay massive dividends for our brands on Stay.

Health & wellness brand Obvi is an awesome example of this strategy in action, and we were lucky enough to grab some time with their Co-Founder/CMO Ashvin Melwani to get some first-hand insight into their testing journey. Spoiler alert: they used promotion testing to increase their conversion rate by 85%!

Let’s dive into the interview.

Q: Thanks for the time today, Ash! Let’s jump right in. What are some of the most effective ways you’ve acquired new subscribers?

Ash: What we’ve done really well is showcasing the benefits of being on subscription: always 30% off, always free shipping, free cancellations, and free gifts. We’re also currently sourcing some more premium free gifts, and I think once we have that, giving a free gift at subscription will help increase the opt-ins a lot.

Q: What tactics are you using to reduce subscriber churn?

Ash: It’s been almost surprising how much offering a free gift or otherwise incentivizing someone to stay has been so effective. Offering free gifts where our biggest churn period was, from order one to two, helped us close that gap by like 85%.

“It was crucial getting customers past the second order to help us reduce churn risk and increase lifetime value. The ability to A/B test gifts and upsells throughout the subscriber journey allowed us to accomplish just that.”
— Ash Melwani, Co-Founder & CMO, Obvi

Read Obvi’s Case Study

Q: How do you determine what isn’t working for customers who do churn?

Ash: That’s with the cancellation surveys — and we discovered our top three biggest reasons for churning were 1) I can’t afford it, 2) I have too much, and 3) I don’t like it.

Q: What do you do to address customers’ price objections?

Ash: Price-wise, there’s a delicate balance between being able to offer a little bit more of a discount, because it has to financially make sense — and you don’t want to devalue the brand too much. The juice has to be worth the squeeze.

Q: Can we dig in deeper? How you decide whether or not to discount?

Ash: I think discounting is fine, but if you’re constantly seeing a 20%-25% discount, no one’s going to buy at just 15% off. You have to be careful with that. I’d rather do free gifts or some other value add. Plus, there comes a time when you also have to back up and say, ‘Is there enough value in this product to justify the price?’ and ‘Is the product attracting the right audience?’

Q: For customers who say they have too much product; what do you do to keep them?

Ash: You have to ask, ‘Is this a brand issue?’ Essentially, if you should be taking a product every day, why aren’t you? From there are you attracting the right consumer? And are we communicating the benefits well enough?

Q: And finally, for people who aren’t digging the product… what do you do there?

Ash: That’s not something you can address right away — but it is something you can deal with over time as a brand. That said, giving customers the option to swap flavors does give them the opportunity to, if they don’t like one flavor, try another one they might like better.

Q: Final question… Can you talk a bit about the importance of the subscriber experience?

Ash: When switching over from our previous provider to Stay, the biggest thing we realized was how important the customer experience really is. It affected so many other things. A better customer portal means less customer service inquiries, which means more time for quality answers for more pressing issues. So customer service in general has improved. Second, churn drastically reduces when customers can come in and find what they need on their own. And the final piece is personalization by customer segments — that’ll be our next big focus.

Ashvin Melwani is Co-Founder and CMO of Obvi, one of the world’s fastest growing health and nutrition brands. Since launching in 2019, Obvi has surpassed 250K customers globally, all while bootstrapping its way to $40 Million in sales in just 40 months. 

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Blog/Winning Back Churned Subscribers: 11 Tips & Tricks

Winning Back Churned Subscribers: 11 Tips & Tricks

After working with hundreds of ecommerce brands, we’ve seen so many brands miss out on a massive opportunity – winning back churned subscribers.

But that experience has also helped us to illuminate with strategies truly do work. The key? Personalization.

Personalization is ultimately about putting the right offer in front of the right person, at the right time.

Applying personalization in your subscriber winback experiences can provide massive value. We won’t lie to you – this can be really complex, but it doesn’t have to be. And if you’re using Stay Ai’s deep Klaviyo integration, it can actually be a breeze.

Let’s dig in to how you can effectively win back your churned subscribers, an unlock that untapped revenue.


11 Tips to Re-Engage Churned Subscribers: Right Offer, Right Person, Right Time

The two big keys to unlocking the winback puzzle are segmentation and personalization. From a tech perspective, this ideally involves using RetentionEngine to survey cancellation-intent customers, then passing that data from Stay Ai back to Klaviyo for use in future segmentation.

Stay Ai’s integration with Klaviyo not only provides a cancellation event trigger, but also passes critical subscriber data for further detailed segmentation. Here’s a peek of what that looks like when building email flows in Klaviyo.

But on the strategy side, you need to do some careful thinking about how to segment your churned customers and the best tactics for getting them back. We’re going to break this down into 3 buckets: optimizing offer timing, delivering the right offer, and building messaging that resonates.

Winning Back Churned Subscribers: Finding the Right Time & Place to Re-Engage

Tip #1: Consider the churned subscriber’s cancellation reasons.

When you’re determining when to hit a churned subscriber with a winback offer, you need to make sure you’re meaningfully segmenting by cancellation reason. Why? Because if a subscriber cancelled due to “too much product”, and you shoot them a winback email in just 5 days, you’re only going to cause frustration. Featured: Stay Ai’s RetentionEngine

Tip #2: Work off of seasonal customer behaviors.

Consider the periods of time each year in which people crave your product offerings most. For Health & Wellness brands, a winback nudge right around New Years is perfect for helping customers to get back on track with their goals. For food & beverage brands, the right time to launch a winback campaign might be to align with fall-favorite flavors, like a Pumpkin Spice SKU. Featured: Aura Bora

Tip #3: Leverage big announcements.

If you have a new product drop coming, or a big brand announcement, that’s a great time to launch a winback flow. Send a campaign to former subscribers so they know what’s new, or highlight a big brand event or milestone to renew their interest. Featured: Covey

Tip #4: Trigger a winback flow if a former subscriber makes a one-time purchase.

You have an enormous amount of data at your disposal – and the perfect trigger for a subscription winback flow is when a cancelled subscriber places a one-time purchase. This is a clear indication that they’re still interested in your brand’s offerings. Featured: Outstanding Foods

Winning Back Churned Subscribers: Delivering the Right Offer

Tip #5: A/B Test Promotional Offers

If you plan to incorporate a discount or free gift offer, it’s smart to A/B test promotional offers before mass-deployment to identify what has the highest take rate. We recommend testing a few things: % off discount versus free gift, $ off discount versus free gift, and % off discount versus $ off discount. Featured: Obvi’s Stay Ai ExperienceEngine Promotion

Tip #6: Tailor offers based on subscriber product preferences.

Use subscription SKU data passed into Klaviyo to deliver offers on products that a customer will likely be excited to purchase. For example, if the churned customer previously purchased shampoo from your brand, send an offer for a new conditioner formulation, rather than for a SKU in a different category. Featured: Lifeboost’s Stay Ai ExperienceEngine Promotion

Tip #7: Tailor offers to account for subscribers’ cancellation reasons.

Like we mentioned when discussing winback flow timing, it’s important to consider why your customer cancelled before slinging them an offer. Example: a customer that churned due to price and wasn’t saved by a 10% off cancellation rebuttal likely won’t take you up on a 10% off winback flow discount. Featured: Harmless Harvest

Winning Back Churned Subscribers: Crafting Messaging that Resonates

Tip #8: Test messaging and iterate before mass-deployment.

We absolutely do not recommend mass emailing your churned subscribers without testing your copy first. Instead, do some testing to find out what messaging resonates, then iterate. Some ideas: test FOMO messaging, exclusivity, highlighting subscription value props, and more. Featured: Beekeeper’s Naturals

Tip #10: Personalize winback emails or SMS messages as much as you can.

Simply stated, customers love to feel seen. Simply referencing the products a customer was formerly subscribed to, how long they were subscribed for, and/or empathizing with their reason for cancelling their subscription can have massive impact. Featured: Beekeeper’s Naturals

Tip #10: Incorporate social proof into your winback messaging.

There are few times when including social proof will do you a disservice, truly. Make sure to include UGC or customer testimonials in your winback flows to add that extra “oomph” and nudge a purchase. Featured: Tenzo

Tip #11: Include opportunities to provide feedback in the winback flow.

Unfortunately, sometimes you won’t score that winback. But that doesn’t mean your efforts are a total loss. We highly recommend taking advantage of this final customer touchpoint to understand what your brand could have done better to retain this subscriber. Featured: A Pup Above


Real-World Examples: Subscription Winback Emails That Sell

A Pup Above
This subscription reactivation email combines humor and an emotional appeal with a reactivation discount to incentive churned customers to resubscribe. A Pup Above keeps it light, while reinforcing the subscription value props they offer: savings, convenience, and flexibility. They also offer an opportunity to provide feedback, and link out to social proof. Absolute 10/10!

Beekeeper’s Naturals
This first email in this series to churned subscribers reinforces the value of both the product and the subscription at a glance, plus offers an opportunity for recipients to offer feedback. Check out the 3 varying CTAs – “we need your help”, “contact us”, and “manage your subscription” – all strategically designed for engagement.

The second email in the series ups the ante, with a reactivation discount offer, more direct messaging around what churned subscribers are missing, and a call to action that emphasizes urgency.

We love the differentiation in the CTA’s here. They all link to the same option – to resubscribe – but they’re strategically paired with an offer or routine-inspiring copy to earn that customer’s click!


Looking to boost your subscription retention rate, or provide a top-tier subscriber experience? Stay Ai’s out-of-the-box tools are designed to boost your subscription revenue, while delighting your VIP customers.

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Blog/Jess Cervellon Q&A: Building Great Subscription Experiences

Jess Cervellon Q&A: Building Great Subscription Experiences

So much of retention is about the customer experience — and when it comes to all things customer experience, Jess Cervellon is the queen. VP of CX at Feastables and a consultant on all things CX and retention, she’s got a LOT of thoughts on what differentiates the good from the great. Let’s dive in to our interview.

Q: Thanks for taking the time to drop some insight for us! Let’s just dive in with subscription acquisition. What tactics work best for turning one-off purchasers into subscribers?

Jess: What I’ve noticed working best is really emphasizing your subscription’s value props and utilizing user generated content to build that story.

Q: Can you give an example of what that looks like in practice? 

Jess: You have to communicate why consumers need your product on subscription and what they can do if it’s consistently in their home. A protein powder brand I work with leverages every piece of content in front of non-subscribers to tell the story of why they need the product in their pantry and how to use it regularly — whether it’s on Instagram, via email, whatever… not just on the PDP.

Q: Once a customer has subscribed, what’s the most important element of the experience from there?

Jess: You have to push consumers to go use the customer portal and service their subscriptions on their own. The two most important elements there: 1) Teach the consumer how to use the portal, and 2) remind them at regular touchpoints to manage every aspect of their subscriptions. You can have a dope experience, but if you’re not training your consumer to actually utilize that experience, it’s gonna go in the trash.

Q: Amazing. Final question: What’s the best customer experience you’ve had recently?

Jess: It was with Jolie Skin Co., the showerhead brand. I went into it wanting to have this on subscription because I wanted to just constantly change my filters and not have to think about it. But it just didn’t work for me. So I emailed them and asked to cancel the subscription. They were like, ‘Oh yeah, don’t worry about it, we refunded you and canceled — but don’t send it back to us, give it to a friend.’ Because of that experience, even though I churned out, I ended up referring them to several of my friends, who then referred to other people.

Q: Love that. It’s a great example of how powerful a good experience can be, even if it’s relatively simple.

Jess: Yeah, if you’re thinking about the experience with your customer, and what your customer would say to their friend to refer them to you, then you’re going to get customers who want to be with you. From an acquisition point of view, not even just with subscriptions but acquisition more broadly, if you have a dope experience, a customer — even if they don’t want to be your customer anymore — can still be a brand advocate.

Jess Cervellon, consultant and VP of CX at Feastables, helps businesses across a broad range of industries understand and improve the way they interact with their customers. She also co-hosts the Oopsie Podcast. Check out S2EP10, featuring our very own CEO and Co-Founder Gina Perrelli.

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