In the world of subscriptions, acquiring a new customer is only the beginning of the journey. The true challenge lies in retaining them and building a relationship that lasts. Here’s a look at five moments that can go overlooked and how to turn them into retention gold.
1. Directly after an order is placed
In the moments after a purchase, customers are excited and highly engaged, which makes the order confirmation page the perfect place to introduce additional products. Offering one-click upsells or recommendations based on their order can increase your average order value and deepen their connection to your brand. Think about complementary items that fit into their routine, or limited-time offers that can’t be missed. You’ve got their attention, so make it count.
Example: A pet food brand offers 50% off dog treats after a full-size order of food. Depending on the dog food variant, customers are presented with the treat flavor that best aligns with the size and age of their dog.
2. Transition from trial to subscription
If you’re seeing more one-time purchases than subscriptions, you’re not alone. To improve your subscriber share of wallet, offer trial or sample sizes that seamlessly transition into a full-sized subscription. This allows new customers to test drive your product, while automating the conversion to keep customers from slipping away.
Example: A Health & Wellness brand offers a 10-ounce trial size of their collagen powder. After the first order, it automatically converts to a monthly subscription for the full-size, 20-ounce supply.
3. Between first purchase and delivery
The 3–5-day window between your customer’s first order and delivery is a prime opportunity to build trust and set the stage for long-term retention. During this period, offer relevant product education, introduce them to your brand, and remind them of all their subscriber perks. When they feel prepared and excited for what’s coming, new customers can go from unboxing to using the product instantly.
Example: A beauty brand sends an email sequence to new subscribers reiterating their commitment to clean ingredients and educating customers on the best sequence to apply products for results (a question they are asked frequently).
4. After a starter kit
Kits are a great way to introduce customers to your brand, but long-term retention requires flexibility. By automatically unpacking the kit and transitioning subscribers to individual product subscriptions, you allow them to customize their delivery schedules—ensuring they get exactly what they need, when they need it.
Example: A home supply company offers a starter kit to introduce new subscribers to their full cleaning line. After the first delivery, subscribers have the ability to customize how frequently they receive each item based on their usage.
5. At your most common churn points
Rewarding your customers at critical moments in the subscriber lifecycle is a powerful strategy for boosting retention. Using cohort analysis to identify key touchpoints—like when customers are most likely to churn or when loyalty is solidifying—gives you the chance to implement meaningful rewards. A small incentive at just the right moment can reignite excitement, encourage continued engagement, and increase overall loyalty.
Example: A wellness company notices that probiotic subscribers tend to churn after two months, but research shows that their product needs three months of use to produce results. To combat early churn, they offer a discount on order three and add a surprise gift to order four as incentives for customers to stick with their new routine.
These post-purchase moments might seem small, but they have a big impact on retention. By leveraging personalization and automation throughout the subscriber experience, you not only boost retention, but also create a smoother, more supportive journey for customers.
