To maximise subscriptions, this supplement brand focused on bundling products, educating customers, and using SMS and email to drive reorders. This wasn’t just about increasing conversion rates, but about building trust and guiding customers toward long-term use.
The business saw strong early sales, but second and third orders were inconsistent. Some customers loved the product, others forgot it. Most didn’t reorder at all. So we set up a retention engine focused on practical tactics. Here’s what we changed and why it worked.
Customers Need Reminders and Reasons to Keep Going
Most people don’t finish what they start. That includes supplements. The brand leaned into this reality by sending 30, 60, and 90-day reorder emails based on what each person bought. Magnesium users got a different timeline than those taking NAC or detox stacks.
We layered SMS on top to reach people when email didn’t. The first SMS came with a small incentive – 10% off their next order if they subscribed to messages. That simple offer triggered a noticeable bump in reorders.
01
Bundling Increased Average Order Value and Improved Results
Bundling wasn’t just about upselling. We created combinations of products that worked well together and explained the benefit clearly. NAC and chlorophyll, for example, were sold as a two-step detox system – search and remove.
The bundles gave customers a reason to commit to more than one product. It also laid the groundwork for ongoing use, making it easier to offer a subscription later on with real context.
02
Education was the Difference Between One-Time and Repeat Buyers
After the first order, we sent educational emails to explain what to expect at different stages – 30 days, 60 days, 90 days. We shared what consistency did for results, what skipping days could affect, and how the product worked over time.
People didn’t need hype. They needed reminders, insights, and encouragement. We included customer stories, practical tips, and occasional motivation. The result was higher engagement and fewer cancellations when we eventually offered subscriptions.
03
Low-Risk Trials Created Entry Points for New Customers
The brand introduced a low-cost trial where customers could get 14 days of supplements for free, just covering shipping. This gave curious shoppers a way to try the product without commitment. Those who noticed a difference were more likely to subscribe.
Once they were in, they received the same education, stories, and reminders that built trust with everyone else.
04
Referral Programs and Loyalty Content Reinforced Value
To deepen retention, we built a referral program that gave loyal customers small perks for bringing in friends. We also shared success stories through email and SMS, making the experience feel more personal.
Some customers even began replying to emails with their own tips or results. This organic feedback helped build a sense of community around the product and added momentum to the subscription model.
05
Mistakes We Avoided That Helped Maximise Subscriptions
Key Takeaways for How to Maximise Subscriptions
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