Back From Break: New Guests, New Tools, Same Subscription Focus
Subscription Prescription | Weekly Doses to Boost Ecommerce RevenueShow Notes
The show went quiet for the summer. It's back, and the next few months are already booked.
I spent the break traveling, running the event business, working with clients, and building new tools for the subscription community. In this episode I catch you up on where I've been, what I built, and who's coming on the show next.
What we cover: - Why I stepped back for the summer and what I was building - The new tools at thecancelpage.com: an AI chatbot, an offer library, an email library, and a subscription ceiling calculator - An audit special coming with Flaunt.ai at a reduced cost - Why the fall lineup is built around retention, acquisition, and knowing your numbers
Guests coming up on the show: - Arthur Falcone (Arlo AI, Tandem Growth) on using marketing insight to grow subscriptions - John Blair, a fractional CFO, on LTV to CAC and what that math should be telling you - Ben Clark on retention lessons from Humann, Ancestral Supplements, and ARMRA - John Roman of BattlBox on one of my favorite subscription programs
New episodes go out every Tuesday. Next week is the first full one back.
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More from Subscription Prescription | Weekly Doses to Boost Ecommerce Revenue
Everyone chasing a 3:1 LTV to CAC ratio is chasing a number that came out of the pandemic ecom boom, and most brands could not survive it if LTV is measured in revenue dollars over 12 months. Until you define the margin and the time window, that ratio tells you almost nothing about the health of your business.
I hate aggressive discounting when you are trying to get someone in the door. But when a subscriber clicks cancel, increasing the discount is usually the right call, and the math is simple: most of those people are gone next month anyway, so one more profitable order is a win.
Most brands leave the post-purchase page empty, or they fill it with random add-ons nobody asked for. Meanwhile, merchants offering a monthly-to-quarterly subscription upgrade on that same screen are converting 20 to 30% of buyers in a single click.
Your subscribers are your most profitable customers. Run a 50% off sitewide sale for Black Friday and a lot of them will cancel just to grab it. That is the BFCM trap I see every year, and the fix is not to skip the sale. It is to layer your offers so subscribing stays the best deal on the site.
If you have to launch a hundred new ad creatives every week just to keep spend flowing, the problem is not your ads. It is your positioning.