Dose #146: The Power of Clear Communication in Subscriptions

Matt here with your weekly Subscription Prescription 💊

Do you care about how your customers understand your communications? In this week’s dose, we dive into comms to understand some of the ways you can position your products better, cut through the noise with email, and build up real rapport with better personalization.

This week’s podcast is an interview with Riley Trepanier, a communications pro. Listen or watch on your favorite podcast platform:

If there’s one thing I’ve seen make or break a subscription business, it’s communication. It’s not enough to just sell a great product on subscription—you have to clearly and consistently communicate its value. And yet, this is where so many brands drop the ball.

This week, I want to break down three high-impact ways to improve your communication so you can drive more conversions, reduce churn, and create customers who actually stick around.

1. Your Product Page Needs More Than Just Specs

One of the biggest mistakes I see on subscription product pages? They tell you what the product is, but not why it matters to the customer. Specs and ingredients are important, but they don’t sell the product—the benefits and outcomes do.

When customers land on your page, they should instantly know:
✔ What problem this product solves
✔ What results they can expect
✔ Why it’s better than other options

How do you do that? Use real proof. Reviews, before-and-after photos, UGC, and expert quotes all help build trust and reinforce that your product actually works. If your product requires consistent use (like skincare or supplements), make that clear. Customers need to understand the journey, not just the transaction.

2. Your Email Flows Are Your Secret Weapon

I talk a lot about retention strategies, and email is one of the best tools you have to keep customers engaged. Specifically, your welcome/onboarding flow is your first chance to build trust and set expectations.

A strong onboarding series should:
🔹 Reaffirm why they bought and what results to expect
🔹 Provide tips or education on how to get the best experience
🔹 Preemptively address common concerns or churn points

Most brands either send too much fluff or not enough guidance. Keep it simple and benefit-focused, and make sure it aligns with what they saw on your product page. Every email should have one clear goal—don’t try to do too much at once.

Bonus Tip: the biggest problem/opportunity I see for subscription brands is explaining how long it takes to see benefits so they aren’t surprised and you set the table for keeping them around!

3. Personalization Isn’t Just First Name Tags

A lot of brands hear "personalization" and think it just means plugging in the customer's first name. That’s not enough. True personalization is about delivering the right message at the right time based on their behavior and interests.

Here are a few high-impact ways to personalize your communication:
✅ Segment by purchase behavior: If someone buys your protein powder for weight loss, send them content about fat loss—not bulking.
✅ Use SMS or email for check-ins: A simple "How’s your subscription working for you?" message can open the door to valuable feedback (and prevent churn).
✅ Make discounting feel special: Instead of blasting a 10% off coupon to everyone, offer a tailored incentive based on their purchase history or loyalty.

When communication is personalized, it feels like a conversation—not a broadcast. That’s what keeps customers engaged.

Final Thought: Build a Subscription Customers Actually Want to Stick With

At the end of the day, a great subscription business is not just about the product—it’s about the relationship. Every touchpoint is a chance to reinforce why your subscription is worth it.

📌 Tighten up your product page copy.
📌 Make your onboarding emails actually useful.
📌 Talk to your customers like you actually know them.

Do that, and your retention numbers will thank you.

Have questions about improving your subscription communication? Reply to this email or send me a DM—I’d love to help.

Stay tuned for dose #147 of Subscription Prescription next Tuesday! 🚀

 - Matt Holman 🩺

The Subscription Doc