Dose #125: Brand & Growth Tips from a Master

Matt here with your weekly Subscription Prescription 💊

You don’t see a ton of agencies crushing it for subscription brands, but Sweatpants Agency is one of the absolute best. Founded by Eric Carlson, he sits down with us this week to review what he thinks is most important for building a subscription brand. Plus, he shares his insights on gifts versus discounts and how you can make email + SMS work for your brand.

This week’s dose is also a full interview, so listen on YouTube, Apple Podcast, or Spotify:

Quick Email Actions That Work

One of the coolest tools I’m leveraging for my clients right now is Zaymo. It allows me to make our emails even more powerful, creating revenue opportunities instead of leading to higher churn.

While most subscription platforms have ‘quick actions’ the subscriber still needs to login to the portal to add that one-time item or update their subscription.

With Zaymo, there’s no need for a login. It’s truly a one-click action. And this is how we’re using it across several brands right now:

1. Upsell prepaid subscriptions in the upcoming order notification email

2. One-click add-ons for one-time upsells in other email campaigns

3. Easy-to-adjust frequency options in the upcoming order notification email

All of these things either increase LTV by giving them something to purchase (easily) or increasing LTV by letting them adjust their frequency without having to see the portal.

Keep those actions inside the email, and subscribers away from the cancellation button, with Zaymo. They have a 30-day free trial you can use to check them out!

Creating Killer Offers with Eric Carlson from Sweatpants Agency

This week, I had the pleasure of talking with Eric Carlson, founder of Sweatpants Agency. Eric’s team helps subscription brands like Hunt a Killer and BattleBox crush it in the email, SMS, and paid media space.

We got into a ton of valuable insights, but here’s what really stuck with me: It’s all about the offer.

When it comes to customer acquisition, stop obsessing over the audience and start focusing on your offer. Whether it’s a discount, free gift, or a limited-time deal, the right offer can make all the difference in whether a customer sticks around.

The Pyramid of Subscription Success

Eric explained that success in subscriptions comes down to a few key layers:

1. Product & Offer – Your foundation. Nail this, and people will line up.

2. Conversion Optimization – Make it easy for people to say "yes."

3. Creative – Showcase your product in a way that feels authentic and compelling.

4. Audience – Once the above is solid, focus on expanding your reach.

When you prioritize the right offer, everything else tends to fall into place.

Free Gifts vs. Discounts: Which Works Better?

Both Eric and I agree: free gifts often work better than discounts for subscription retention. Why? Discounts can cheapen the perceived value of your product. But when you give someone a bonus gift, it enhances their experience without lowering your product’s worth.

For example, Eric shared how BattleBox gave away free outdoor gear like tents – perfect for their audience. Not only did this improve the customer experience, but it also increased loyalty and long-term retention.

The takeaway: Create offers that elevate the user’s experience. A gift that complements your product will leave a lasting impression and keep people subscribed longer.

Quick Wins for Email & SMS

Emails and SMS aren't just about blasting promotions. Here’s how to do it right:

• Welcome Series: Make sure every new subscriber gets a killer welcome email that explains the benefits of their subscription and sets expectations.

• In-Cycle Upsells: Timing is everything. After your customer’s first experience with your product, offer them a pre-paid subscription for 3, 6, or 12 months.

• Shipping Notifications with a Twist: Don’t just notify your customer that their order is on the way. Use this moment to reinforce why their decision to subscribe was a great one. Build excitement around the product’s arrival!

• Surprise & Delight: Send emails that go beyond transactional updates. Highlight how they can use the product better, or offer them a freebie after several months of loyalty.

Spend time on these touchpoints. For subscribers, every communication is either an opportunity to increase their loyalty to the brand or risk causing churn. Be intentional, and you’ll find success here.

Final Thoughts

Whether you’re working on boosting acquisition or preventing churn, the secret sauce often lies in your offer and how you communicate it. Focus on making your email strategy a relationship-building tool, not just a transactional one. And always remember: a better customer experience leads to higher retention.

That’s it for this week’s dose! Don’t forget to keep an eye on those numbers at all times. See you next Tuesday with dose #126!

 - Matt Holman 🩺

The Subscription Doc