Here’s how Vinny makes subscriptions go smoothie 🥤
① Retention starts with solid "bonding sequence" post-purchase communication.
For SmoothieBox it’s a hybrid of email sequencing and human interaction (calls).
- We don’t discuss "frequency" during the purchase period, everyone defaults to 4-week frequency.
- We then discuss flexible frequencies (everyone smoothies differently) and making sure they pick the one that best suits them.
- We’re testing a "white glove" service, where we check in and communicate (no selling) during the first 90 days.
② Three days before charging their card for the next order, send the customer an email with blazing deals
- Instead of communicating "We’re charging your card," communicate "here’s a deal you can’t refuse – have it added to your next box"
- Then offer something at cost, or close to it – a legit great deal
- That email also communicates flexibility: If you aren’t ready, you can delay here
- Cancellation is not an option via this email.
- Collect info about "why" the customer is cancelling, use this to improve your business
- Address issues and friction points that cause people to cancel
- Provide alternatives or reasons to stay
- Maybe they don’t know they can skip or delay
- Remind them of benefits of being a member
- Allow them to cancel
The #1 mistake on retention is viewing "cancelled customers" as "gone"
After surveying cancelled customers, we learned that over 80% planned on buying from us again – just not now.
So now we look at our portfolio of "cancelled" customers as "not nows" instead of "nevers" and we talk to them like they are active customers. They are still part of the SmoothieBox family
For more from Vin, you can check out his Boardroom post here.