Dose #140: The Power of a Focused Offer

Matt here with your weekly Subscription Prescription 💊

We cover offers a lot because it’s the biggest opportunity I see for almost every subscription brand. So, in this dose, we dive into offers again! First, how to offer more than a discount. Second, how to make it easier for buyers to choose the subscription option, and finally, think through how retention can be improved with a better offer.

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

Strengthen your subscription with better fulfillment

Earning a subscriber is only the first step in a delicate dance to repeatable revenue. If you are a subscription service with a physical product, everything hinges on if you can get the correct product to your end consumer on time, every time.  If you are not properly equipped to manage your subscription fulfillment, you will lose your customers to your competitors.

By 2026, the global e-commerce subscription market size is expected to reach $904.28 billion, at a compound annual growth rate of 65.67%. That is a lot of potential new and returning customers that will demand flawless fulfillment. Stord, a commerce enablement fulfillment and technology company, specializes in subscription fulfillment for some of the leading supplement and beauty brands - delivering millions of orders per month for their eager customers. Stord has built custom tools specifically for subscription businesses, including order routing, first-order upgrades, kitting, and multi-inventory management.

Take the mystery out of your entire subscription customer experience with a custom analysis by Stord.

How to Fix Your Offer and Convert More Subscribers

If there’s one thing I’ve learned from working with subscription brands, it’s this: your offer is everything. Yet, I see so many brands treating it as an afterthought—letting ad partners or agencies handle it, or simply defaulting to a basic discount and calling it a day.

But here’s the truth—your offer isn’t just about getting people to sign up. It’s about bringing in the right subscribers, keeping them engaged longer, and ultimately improving retention and profitability.

So, let’s dive into some key ways to rethink your offer and make it work harder for your business.

1. Stop Relying on Discounts Alone

It’s easy to fall into the trap of using discounts as your primary lever to drive conversions. Sure, offering 20% or 30% off might boost sign-ups in the short term, but it often attracts the wrong type of customer—the discount seeker who churns the moment they see a better deal.

Instead, think about ways to add value without cutting into margins too much. This could include:

• Gift with purchase: A small add-on like a branded mug, shaker bottle, or sample product can increase perceived value and improve retention without slashing prices.

• Tiered savings: Encourage larger purchases by offering better deals when customers buy in bulk—think “Buy 2, Get 1 Free” or “Subscribe for 3 months and save 15%.”

• Exclusive experiences: Offer subscribers early access to new products, members-only content, or personalized recommendations to create a sense of exclusivity and community.

The key is to shift your mindset from discounting to differentiating your brand in a way that speaks to long-term value.

2. Make It Easy (and Obvious) to Choose the Right Plan

One common mistake I see is brands offering too many choices without guiding customers toward the right decision. If your subscription options aren’t crystal clear, potential customers may hesitate—or worse, abandon the purchase altogether.

Here’s what works:

• Showcasing savings upfront: Displaying cost per serving or per day helps customers understand the value they’re getting at a glance.

• Quarterly or pre-paid subscriptions: Offering a 3-month or 6-month plan at a better value than monthly subscriptions helps increase upfront commitment and retention.

• Starter kits: Bundling complementary products together gives new subscribers an easy way to try multiple items while boosting their average order value.

The goal is to eliminate decision fatigue and make the purchase feel like a no-brainer.

3. Think Beyond the First Order—Retention Starts with the Offer

Your offer isn’t just about getting subscribers in the door—it sets the tone for their entire experience. If they’re coming in for the wrong reasons (like chasing discounts), they’ll leave just as fast.

Instead, focus on offers that reinforce long-term engagement:

• Incentives that grow over time: Consider loyalty programs where customers earn points the longer they stay subscribed, unlocking rewards at key milestones.

• Flexibility and customization: Allowing customers to easily modify their subscription—whether it’s frequency, product mix, or add-ons—keeps them engaged and prevents churn.

• Education-driven offers: Providing value through guides, tutorials, or exclusive content that helps customers get the most out of their subscription.

Retention starts with the why behind their initial sign-up. Make sure your offer aligns with long-term engagement, not just a quick win.

Final Thoughts

If you’re looking to improve your subscription business this year, start with your offer. Test at least one new approach—whether it’s a gift with purchase, a quarterly plan, or a more compelling value proposition on your site. Small tweaks can lead to big improvements in conversion and retention.

That’s it for this week’s dose! Stay tuned for #141 out next Tuesday!

 - Matt Holman 🩺

The Subscription Doc