- Subscription Prescription
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- Dose #170: Why Experience Wins
Matt here with your weekly Subscription Prescription 💊
This week, we’re diving into why experience - more than just product or price - is the real driver of subscription retention. From premium packaging that customers refuse to throw away, to curation strategies that build community and FOMO, we’re talking about the takeaways that can help any brand lower churn and deepen connection. If you’re trying to create a subscription people actually want to keep, this one’s for you.
This week’s dose is also a podcast interview with Bobby DeMars, where we dive into the story of how Blind Barrels came to be. Listen to us on your favorite platform:
Special Offer + Giveaway
If you’re looking for specific guidance on how to improve your subscription program, we’re running a special through the end of September. Buy an audit and get a free cancellation flow optimization.
You can see more of what you get in an audit here.
It’s a 50-page document with data, observations, and recommendations. The cost is $4500, and the project takes 2-3 weeks to complete.
Plus, you’ll get a full cancel flow optimization, with better cancel treatments, copy, and content proven to save more subscribers.
🩺 Curated retention, unexpected perks, and the power of premium packaging
It’s easy to think that what keeps people subscribed is just product quality or price. But those aren’t enough. This past week reminded me that what really drives retention is experience.
When someone gets a box in the mail, it’s not just a delivery. It’s a decision point: “Do I want to keep this coming?” You can’t just win that decision with the contents of the box. You have to win it with feeling, too. Here’s what you should be thinking about:
1. Curation creates community (and FOMO)
When people feel like they’re part of something they can’t get anywhere else, they stick around longer. That’s the magic of curated subscriptions.
If your next box is a mystery, chosen by experts or even fellow members, there’s anticipation. There’s connection. Everyone gets the same box at the same time. That’s when people start texting friends, guessing flavors, sharing feedback online. It's less about the product and more about the shared journey.
💡What to try: Incorporate seasonality, member feedback, or surprise-and-delight moments in your box. Turn your subscription into an experience that makes people feel like they’re missing out if they cancel.
I’ve worked with a lot of brands that try to shave a few dollars off their box cost. And I get it. But I also see what happens when someone opens a box that feels like a gift.
The brands that spend just a little more to make their packaging memorable - whether it’s a soft-touch finish, custom inserts, or even metal-finish caps = end up with more customers who don’t cancel. Why? Because it feels like something they want to keep. Not just the product inside, but the whole experience.
💡What to try: If you’re trying to reduce churn, don’t start with discounts. Start with the moment your customer opens the box. Ask yourself if it feels like something they’d talk about, photograph, or even repurpose. If not, level it up.
3. Not all churn is bad, but some of it is preventable
Here’s a hard truth: not every customer is a good fit forever. Some leave for financial or health reasons. Let them go with grace. But involuntary churn, like expired credit cards or failed payments, is the worst kind of loss.
These are the people who wanted to stay, and you lost them anyway. Often because of a system hiccup or unclear communication.
💡What to try: Don’t just rely on your billing software to fix this. Send clear reminders. Give people a chance to update info or skip a box. If someone does cancel, respond with empathy and still try to get a positive review on the way out. That exit can still build your brand.
Retention isn’t just about what’s inside the box. It’s how the whole thing makes someone feel.
Keep building something worth sticking around for.
Until next Tuesday, that’s your Subscription Prescription. 💊
- Matt Holman 🩺
The Subscription Doc