Matthew Holman shares from 5 years of experience helping ecommerce businesses master subscriptions, increase profitability & maximizing lifetime value.
He explains why subscriptions are not just a revenue model but also a way to generate more of your most valuable customers, how to create compelling offers that go beyond discounts by using post-purchase survey data to understand customer behaviour & desires.
Key Takeaways:
• Target customers who will gain the most value, rather than aiming for everyone.
• Analyze customer data to tailor subscriptions that meet specific desires.
• Always sell the outcome, not the product.
• Leverage customer insights to refine offers, improve retention & boost CLV.
Timestamps:
(0:00) - Introduction
(0:23) - About Matthew Holman, the Subscription Doc
(2:10) - Why Should Ecommerce Businesses Look Into Subscriptions?
(3:41) - For Which Brands Does Subscription Work?
(5:20) - The Two Types of Subscriptions
(7:37) - Post-Purchase Surveys: Using Customer Feedback To Create Compelling Offers
(12:25) - How To Best Onboard New Subscribers
(16:05) - How To Measure Success in Subscriptions
(18:48) - How to Incentivize Subscriptions Without Discount Codes
(22:14) - Subscriptions vs. Memberships vs. Loyalty Programs
(24:48) - Selling the Outcome, Not the Product
(27:52) - How to Increase Subscriber Engagement
Check out the full transcript on Forwrd Thinking.
Resources:
The Subscription Doc Blog & Newsletter
Connect with Matthew: Twitter/X & LinkedIn
About the Guest: Matthew Holman
Matthew is the founder of Subscription Prescription, a weekly podcast and newsletter for ecommerce business owners to stay on top of subscriptions.
With his deep passion for helping others, he is also part of different ecommerce movements including Marketers Unite, Sharehouse, and Commerce Catalyst, aiming to bring people together and help them grow.
About the Host: Christian Hoppe
Chris started his journey in marketing and ecommerce 15 years ago and quickly made a name for himself by scaling the D2C operations for waterdrop from $5 million to $100 million in just three years.
His expertise has also led him to work as a fractional CMO with multiple 7- to 9-figure brands.
Today, he drives growth for winning ecommerce brands through Forwrd Agency, while also investing in and operating his own portfolio of businesses.
Connect with Chris: LinkedIn & X/Twitter
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Contact us at: chris@forwrdthinking.com
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