Hi fam!! 

It’s Chicago Marathon day here! A very exciting time throughout the city, and especially in this household because my sweet fiance Alex has been training for over a year. 

I am writing this at 5am CST, to ensure that I am outside bright eyed and bushy tailed to catch my guy running!

So let’s get into it…

This week, I finally used a voucher I’ve been holding onto for months. My sweet and thoughtful friend Lisa gifted me a Heyday voucher on my birthday back in July. I’ve been a busy lady, and only just got around to using it in October.

No time like the present, especially present day bridal prep version of me 😉 

But here’s the twist, and where I nerd out…the whole time, I thought Lisa had purchased the voucher as a gift. But nope! She actually gifted me one of her vouchers from her existing subscription that she wasn’t using. Talk about word of mouth and flexibility!

So, picture this: I’m sitting in the chair, indulging in all the enhancements—gua sha, hydrowand, you name it—and as I’m enjoying the self-care moment, all I can think about is how much I love this subscription model. One single voucher, gifted to me, turned me into a subscriber. Who doesn’t love a facial on subscription, right? What a business model…

Now, Heyday operates an IRL service-based subscription, but there’s a lot to learn from them to apply to our cutie DTC models.

So this week, let’s dive into the secret lives of subscribers—the loyal customers who return, month after month, because a good subscription is more than just convenience. It’s a relationship built on trust, routine, and value.

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The Secret Lives of Subscribers

Here’s the thing: we have our products, and we want our customers to subscribe. But the problem is, we often overlook the WHY behind why a subscriber actually chooses to subscribe. And according to our friends at Recharge, subscribers make up the bulk of the loyal customer base across SOOO many industries.

Let’s break down the three main reasons people subscribe, and how you can leverage them to create a seamless subscription experience that keeps customers coming back.

The Power of Routine in Subscribers’ Lives

Subscribers have a secret: they love routine. Subscriptions remove decision fatigue and make life easier by automating the products they love. Once subscribed, customers no longer have to think about when to reorder—they just receive the products they need regularly. 

The result? Subscribers are five times more valuable than a one-time customer. Brands that build routine into their offerings create long-term loyalty.

Example: For fitness enthusiasts, a subscription to Peloton or monthly protein deliveries becomes part of their daily habits. When your product integrates seamlessly into a customer’s life, it becomes indispensable. 

Now we just have to use it…not me writing this staring at my Peloton bike. Miss you Cody… 👀

@celestineoninsta

Peloton Instructor Cody Rigsby on the Peloton bike giving Survivor of 2024 Like… #o#onepelotonp#pelotonp#pelotonbikes#spintokp#pelotonmoms... See more

​​Flexibility: The Secret to Subscriber Happiness

Another secret? Subscribers value control. They want the ability to customize their experience—whether it’s changing delivery schedules, updating preferences, or pausing a subscription for a month. In fact, 71% of subscribers are more likely to stick around when they have the power to easily manage their subscriptions. Flexibility keeps them loyal.

Brands like BarkBox let pet owners adjust the toys and treats they receive as their pet’s preferences evolve. It’s not just a subscription; it’s a personalized experience that grows with the customer.

And the data speaks for itself…again according to Recharge, 53% of the people surveyed adjusted their orders and liked the FLEXIBILITY of being free to do so.

With that said, it is up to YOU to make that flexibility easy…and by this…I mean…how are you creating a frictionless experience in your subscription programs? Don’t get me started on annoying and inflexible subscription programs. Looking at you popular supplement company that made my life DIFFICULT when I simply wanted to replace 1 product out of my monthly $300 program.

I am not bitter or anything. 🍿👀

Engagement: The Secret to Subscriber Retention

Engaged subscribers are your brand’s best advocates. They’re not just passive recipients; they’re active participants in your brand’s story. When you surprise and delight them—whether with personalized offers, bonus products, or exclusive deals—they respond with loyalty. Engaged subscribers contribute to a significant portion of your revenue because they’re in it for the long haul.

Birchbox excels at this by curating personalized beauty boxes for each subscriber and offering special bonuses.

The result? Customers feel valued and continue engaging with the brand.

We all have preferences, and having personalization that speak to our preferences converts us into a loyal customer. ❤️ 

In the world of subscriptions, it’s not just about getting customers to sign up—it’s about understanding why they subscribe and delivering value that seamlessly integrates into their daily lives. By focusing on routine, flexibility, and engagement, you can turn one-time buyers into loyal, lifelong subscribers who trust and rely on your brand.

Subscribers don’t just buy your product—they make it part of their lives, incorporating it into their routines and rituals. The secret to their loyalty is built on trust, the flexibility to meet their needs, and ongoing engagement. When you understand and harness these dynamics, you can turn your subscription model into your brand’s superpower.

Well, that’s it for this week’s deep dive into the secret lives of subscribers and the power of a seamless subscription experience. But here’s something to think about—what does your brand’s subscription model look like in today’s landscape? Are you creating those moments of value and connection that keep customers coming back?

And if you need help building a seamless subscription program or just getting started, call your girl gang at Open Late Collective. We help brands build dope af experiences across brand strategy, retention & lifecycle and customer experience. Here to serve. 🫡

As always, if you have any questions or things you want answers to in this newsletter, please hit the “reply” button and send them over or hit that link below for my form!

If you enjoyed this newsletter, sharing it with your homies would be the jam to me! You can share the party by sharing this link.

Ok, gotta run (see what I did there 😉 ). Same time, same place next week?

Jess

Have a Marketing and/or CX-related question for me?

UPCOMING EVENTS

1. THIS WEEK!! I will be shooting a LIVE Episode #5 of AfterHours on Linkedin with moi and special guest Sarah Grosz on October 14th at 5:30PM CST. We will be breaking down the spiciest DTC news of the week and a hot brand’s marketing strategies LIVE. JOIN US HERE

2. ALSO THIS WEEK!! A FUN AF Shoptalk party. Casino Night for Shoptalk Fall in Chicago on October 16, 2024! RSVP HERE 

3. League of Originals is hosting a DOPE AF summit in LA on November 7th. If you are a brand founder, or operator, I got a special treat for you! Use code ABOVETHEFOLDGA at checkout for 50% off your ticket

4. Come to NYC on November 14th for SheInnovates 2! If you are a woman in ecommerce, this one is for you. Grab your ticket ASAP, we are almost sold out! Snag your tickets here. (and did you see we booked Marg Josephs, a real housewife AND a baddie entrepreneur!)

BEST PIECE OF CONTENT I’VE SEEN THIS WEEK…

Did you really think we were going to go a whole newsie without talking about the Better Brand debacle?

@nate.rosen

#stitch with @Kelly #greenscreen this Better bagel situation just got juicier!! We got some tea! Go follow @snax,inc on Twitter, shes repo... See more

👐 BONUS CONTENT 👐

This week I released an episode of Above The Fold with THE QUEEN of IRL Experiential Marketing, Karolina Swietoniowska, Founder & CEO of League of Originals. We talked about all things IRL experiences and why this is such a dope marketing tactic.

Be sure to follow along on my YouTube, Spotify and Apple Podcasts.

A WORD ON THIS WEEK’S SPONSOR

Recharge is a leading subscription management platform that enhances customer retention and drives business growth. With advanced analytics, robust support, and innovative tools, Recharge empowers merchants to create personalized, engaging experiences.

By focusing on the OVERALL subscription journey, Recharge helps brands build lasting customer loyalty and deepen connections, ensuring customers feel valued and appreciated.