Dose #130: Maximizing Subscription Apps as Growth Tools (Own Your Own Strategy)

Matt here with your weekly Subscription Prescription 💊

This week we dive into how you should be using your subscription app as a growth partner. Hint: it’s not as much as you might think. We start by discussing why you should own your subscription strategy, how to evaluate new features, leveraging the app’s support team, and a framework for making decisions about subscription software.

This week’s dose is also a full podcast episode, so give it a listen on YouTube, Apple Podcast, or Spotify:

Why Owning Your Strategy Matters

Let’s start with the basics: at the core of any successful subscription program, there’s a clear, owned strategy.

It’s your responsibility, as the brand owner, to define the “what” and “why” of your program—what you offer and why it benefits subscribers. When you have a clear strategy in place, then making decisions about tactics, features, and offers are easier to understand and execute.

Without a core strategy, the app’s latest features can feel more like distractions than assets. So, let’s dive into some examples of how you should be thinking about subscription app features.

Stick around to the end where I share a short framework for evaluating subscription features.

Real-World Example: Cancellation Flows

Consider this common scenario: your app launches a new feature that lets you add a secondary offer during the cancellation process. If your strategy is to make cancellations fast and easy, adding an extra step may not align with that goal. Your strategy should guide your choices, ensuring each tactic genuinely supports your objectives.

On a personal note, I love this feature. Getting more data is usually a great idea. But deciding if - and when - to implement it should be governed by your strategy.

The Art and Science of Subscription Strategy

Great subscription strategies are a blend of art and science:

• The Art: This is the experience you want to create for your subscribers, involving best practices and your brand’s unique approach.

• The Science: The tactical side—small, measurable changes that impact metrics like retention or acquisition.

The key is to let your strategy drive these choices. For instance, if your main goal is to increase retention, then retention-focused tools or features can fit nicely into your approach. But if acquisition is your priority, those might take a backseat.

You need to own the art, but your subscription app can assist with the science. When you know what you want to make possible, they’re great at helping you figure out the why.

Stay Focused: Avoid Shiny New Feature Syndrome

Subscription apps are constantly rolling out new features. While some can significantly benefit your program, not all will align with your goals. When you see new features coming out, it’s easy to wonder if that feature is something you need for your business.

Keep in mind that subscription apps roll out new features for two key reasons: the feature has been a top request from existing customers, or it’s a feature they believe will win them more business in the future.

Either way, you should take new features with a grain of salt. If your team isn’t immediately saying, “FINALLY! We’ve waited so long for this feature!” Then you should evaluate it when you have the time. It could be something that will unlock better retention for your brand, or at worst, damage your current experience.

Some examples of new features rolled out by some of the bigger Shopify subscription apps:

• Recharge’s “Retain” package with advanced retention tools.

• Stay AI’s punch card feature—a way to reward loyal customers.

• Skio’s new cancellation portal upgrade, which has additional features for how you handle cancellations.

When evaluating new features, think about your priorities. Each of these features can be helpful for your brand

Pro Tip: Stick to Your Platform’s Core Features

One of the biggest missteps I see is brands chasing the newest tool without fully using their current app’s foundational features. For instance, Stay AI offers A/B testing—a crucial tool for testing tactics before splurging on a new feature. Start with what’s already available and expand from there if needed.

Don’t chase the newest feature when you aren’t getting the most of what is already there. Chances are those fundamental features will be more beneficial!

Leverage Your Subscription App’s Support Team

Remember, your subscription app’s customer support managers (CSMs) are there to help. They know their platform inside and out and can guide you through features that match your program’s needs. They’re an underutilized resource—don’t hesitate to bring specific questions to them, whether you’re tackling drop-offs, improving retention, or boosting AOV.

For strategic insights, connect with others in the field, like consultants or peers. They can share proven strategies and real-life examples that go beyond the tactical, software-based advice you might get from a CSM.

Your account manager doesn’t know your whole business. They don’t know how much it costs you to acquire a new subscriber, or what your downstream efforts are at increasing AOV. This is why I say you should own your own strategy, but leverage them as a resource to make happen whatever you need on subscriptions.

Framework for Evaluating New Features

Whether it’s your own software, or you’re looking at a new subscription app, here are some simple ways to think about using it (or don’t use it).

First piece is the cost of the new feature. Does it cost you more to use, or is it included in your plan? If it costs you to use it, then you not only need to calculate the ROI on using it, but the time/cost to implement it. Great idea to talk to other brands that have been using the new feature to ensure you aren’t getting just the software view of how easy it is to use.

Second piece is if this new feature is something you need to market to customers about. The punch card feature I mentioned above is a great example; if people need to know it exists for you to benefit fully from it, that can be both a blessing and a curse. If the feature is just something that gets turned on and customers benefit from it, then it’s just about how hard/easy it is to turn on.

Final piece is if the new feature enhances your existing subscription experience. Sometimes a new feature seems great, but offering it means you have another distraction for subscribers that takes away from your core value offer. Using the punch card example again, if you offer gifts on every 3rd purchase, someone earning a free purchase may detract from that program (or make it unprofitable altogether).

(Of course, the punch card tech may make those free gifts easier to offer, so you could use it in that instance.)

Ultimately, this framework comes back to knowing your strategy and not letting anything detract from it. But when new features come out that can enhance that strategy, jump on them.

Final Takeaways

If there’s one thing to take from today’s dose, it’s this:

1. Own your strategy: Be clear on your program’s goals—acquisition, retention, lifetime value—before diving into new app features.

2. Use your subscription app as a partner: They’re here to support your tactics, not to dictate your strategy.

When your subscription app offers new features or advice, filter it through your strategic goals. And remember, you can always reach out to me, other experts, and other brands, for a second opinion on whether a new tool is worth it for your specific needs.

That’s it for this week’s dose! See you next week with Dose #131.

 - Matt Holman 🩺

The Subscription Doc