Dose #134: Fixing Subscription Gaps Post-Purchase

Al here with your weekly Subscription Prescription 💊

This week’s dose is all about ensuring you have your post-purchase experience covered. We discuss everything from transactional messaging to loyalty programs, and cover the importance of education in your retention strategy.

This week’s dose is also a full interview with Dallas Parsons, Senior Director of Marketing at Mixhers. Tune in on your favorite platform.

The Gaps Holding Your Subscription Growth Back

Hello everyone! I’m taking over for Matt this week, and we’ve got a great dose lined up for you. My name is Al Salomon & I’m a retention lover & guru. I’ve worked at many DTC brands leading retention efforts from brands in the beauty space to supplements & everywhere in-between. Drawing from my experience and the experience of my good friend Dallas Parsons from Mixhers, we cover vital pieces of the subscription journey.

This week, I want to talk about what often gets overlooked in the race to acquire new customers: what happens after that first purchase. Most subscription brands invest heavily in bringing customers in the door, but the real magic happens when you turn those first-time buyers into lifelong fans.

Here are three critical areas that can make or break your post-purchase experience—and what you can do about them.

1. Make Your Transactional Emails Do More Work

Transactional emails are like the unsung heroes of customer communication. These are the emails customers are most likely to open—order confirmations, shipping updates, and subscription renewals. Yet, too many brands treat these as purely informational. That’s a missed opportunity.

Why does this matter? Because these emails sit at the crossroads of customer trust and engagement. A simple "Your order is on its way!" email is great, but imagine if that email also highlighted complementary products or included a quick FAQ about how to get the most out of their purchase.

Here’s how to level up your transactional emails:

• Add subtle cross-sell opportunities. A banner that says, “Love this product? Pair it with X!” can do wonders.

• Optimize customized tracking pages. They’re a goldmine for engagement. Use them to showcase your loyalty program or subscription perks.

• Personalize the content. Tools like Klaviyo make it easy to tailor emails based on what the customer purchased.

2. Build Loyalty Beyond Points

Loyalty programs can feel cookie-cutter. Points for purchases? Sure. Redeem for discounts? Great. But is that enough to keep people engaged? Not always.

Why does this matter? Because a loyalty program should feel like an extension of your brand’s mission, not just a transactional rewards system. Done right, it can deepen emotional connections and drive repeat purchases.

What works?

• Double down on exclusivity. Give subscribers special perks like early access to new products & sales.

• Align with your values. Let customers donate their points to causes that matter. Not only does this resonate emotionally, but it also makes your brand stand out.

• Simplify the experience. Too many tiers and rules can confuse customers. Sometimes, simpler is better, especially for subscription brands.

3. Educate to Retain

Most subscription brands underestimate how much education customers need to stick around. If someone doesn’t know how to use or benefit from your product, they’ll stop seeing its value—and they’ll churn.

Why does this matter? A well-educated customer is a loyal customer. When they understand why they need your product—and how to make it part of their routine—they’re far more likely to stick around.

What you can do:

• Onboarding flows are key. Set up an email or SMS series that explains how to get started with your product.

• Use SMS for bite-sized tips. A quick text with a fun fact or usage tip can keep your product top of mind.

• Inspire through storytelling. Share customer success stories or surprising stats about the product’s benefits to reinforce its value.

Your Prescription This Week

Take a close look at these three areas. Are your transactional emails pulling their weight? Is your loyalty program as inspiring as it is rewarding? And are you doing enough to educate your customers? Addressing these gaps could be the difference between a one-time buyer and a long-term subscriber.

That’s it for this week’s dose! This has been a lot of fun and you’ll be hearing more from me in the future. Stay tuned for next week with Dose #135.

 - Al Salomon 🩺

The Interim Subscription Doc