Matt here with your weekly Subscription Prescription 💊

Churn prevention may be the biggest question we get at Subscription Prescription, so it’s always worth using a weekly dose to dive into it. We’ll talk about the right acquisition approach to prevent churn, first product experiences, and aligning your frequency options with customer needs.

This week’s dose is also a podcast episode, so listen in or watch on your favorite platform. I go into further detail than just this newsletter:

CPG Subscription Roundtable

Looking forward to being part of the panel for ‘The 10x Customer: How Personalized Experiences Drive Unstoppable Subscription Retention’ on May 7th.

I’ll be sharing proven strategies on how to diagnose and fix fragmented post-purchase experiences to maximize customer lifetime value.

I’m excited to join past podcast guests and friends like Jack and Tessa Schrupp, Chris George, and Tyler Craig! Grab your spot below for the webinar next week.

💊 Why Most Churn Prevention Strategies Miss the Mark (And What to Do Instead)

Today, we’re talking about the monster lurking under every subscription business’s bed: churn.

More importantly, we’re breaking down how to actually prevent it — not just slow it down with band-aid tactics.

Most brands obsess over locking the exit door tighter. They hide cancellation buttons or flood you with pop-ups asking if you’re “sure” you want to leave.

But that's a short-term play. Real churn prevention happens way earlier — and it’s much more about setting the right foundation than it is about stopping the exit.

Here are the three biggest ways to keep more subscribers (and keep them happy):

1. The Way You Acquire Subscribers Sets the Tone for Retention

One of the biggest mistakes I see is treating acquisition and retention like two separate conversations. They're not.

If you're bringing customers in the door with massive discounts and wild promotions, don't be surprised when they churn fast. They're not here for the long-term value — they showed up for the deal.

That's why it's critical to think about your offers. Are you bringing people into the room because they genuinely see value in what you're offering?

Options like bundle deals, gifting incentives, or product sampling programs do a way better job of attracting stickier customers — the ones who are more likely to look around, engage, and stay.

Heavy discounts aren’t bad — but if that’s the only reason someone buys, you’ve already created a churn risk before they even get their first box.

2. The First Product Experience Matters More Than You Think

Imagine walking into Disneyland with no map, no signs, no characters. You'd be confused and frustrated — and you'd probably leave early.

That's exactly what happens when subscribers get their first product without any guidance.

It’s not enough to just ship a box and cross your fingers. You have to educate them: how to use it, when to use it, what results to expect.

Whether it’s email flows, SMS check-ins, or printed guides in the box — this is your chance to create a powerful first experience that gets your customer hooked into a routine.

Because here's the truth: churn usually isn’t a momentary decision. It happens because the product gets forgotten on a shelf.

If you can help subscribers experience a win early — better sleep, faster workouts, better skin — you massively increase the odds they'll stick around.

3. Frequency Mismatch is the Silent Killer of Subscriptions

Even if you crush the first two steps, there's still one massive landmine: bad subscription timing.

Most brands default to monthly shipments... but monthly doesn’t match real consumption habits for a lot of products.

If someone gets billed after only using half the product, you’re creating friction — and friction leads to churn.

That's why smart brands invest heavily in flexible subscription management: letting subscribers easily delay, skip, or change frequencies before the next billing hits.

Use your upcoming billing reminder emails to offer quick actions like “skip this shipment” or “delay by two weeks.”

Test your flows. Make sure it’s ridiculously easy for customers to adjust their cadence.
Because if people can’t find an easy way to fix the mismatch, their next stop is the cancellation button.

Final Dose

If you take anything away from today, it’s this:

Churn prevention isn’t about locking the exit door. It’s about building an experience so good, people don’t want to leave.

• Focus on how you let people in.

• Focus on their first interaction.

• Focus on matching their real-life needs.

When you do that, you won’t have to beg customers to stay — they’ll be too busy loving what you’re doing.

Until next Tuesday, that’s your Subscription Prescription. 💊

 - Matt Holman 🩺

The Subscription Doc