Dose #178: 5 Overlooked Post-Purchase Touchpoints That Drive Retention

Riley here with your weekly Subscription Prescription 💊

Most brands obsess over acquisition, but the real magic happens after the purchase. In this episode, guest host Riley Trepanier uncovers five overlooked post-purchase touchpoints that quietly shape your retention success. If you’re skipping these, you’re likely losing subscribers who wanted to stay.

This week’s dose is also a full podcast episode with Riley. Listen to her talk about this in greater detail on your favorite platform:

🎯 The 5 Post-Purchase Touchpoints Most Brands Miss

This week’s episode is a little different. It’s Riley Trepanier from the Subscription Prescription team. This week I’m sharing five of the most overlooked communication moments in the subscription journey. I have a strong background in communications and retention strategy, including a deep understanding of how post-purchase interactions shape whether a subscriber sticks around or quietly fades away.

Here are the five key touchpoints you’re probably underutilizing - and how they can unlock serious retention momentum.

1. Onboarding Should Teach, Not Just Thank

Too many brands treat onboarding as a courtesy email. “Thanks for subscribing, here’s your order.” That’s not onboarding—that’s just order confirmation.

Real onboarding should do four things: reinforce why someone subscribed, teach them how to use the product, build community, and set expectations for what comes next. That’s where trust is built. That’s where churn gets reduced before it even begins. For example, one supplement brand I work with added three onboarding emails focused solely on dosage tips and what to expect after 30, 60, and 90 days. Their day-30 churn rate dropped by 18%.

If your onboarding doesn’t feel like education and connection, it’s time to rewrite it.

2. Personalization Isn’t Just a Name in the Header

"Hi {first_name}" is not personalization. And yet, that’s where so many brands stop.

True personalization shows up after the first purchase. It’s in the quiz that tailors your experience. It’s in the upsell that makes sense based on what you’ve already bought. It’s in the cancel flow that shows a specific video addressing your concern.

We ran a cancellation test where we swapped out a generic save video for four short, specific ones tied to different cancel reasons. Save rates tripled.

The more your customer feels like the experience is designed for them, the longer they’ll stay.

3. Replenishment Reminders Can Convert, Not Just Nudge

Most replenishment reminders are boring. “You’re running low. Want to buy again?”

That’s not enough.

This moment is your chance to frame subscription as the smart choice. One brand uses the line: “Subscribe. Breathe. Repeat.” It’s not about pushing a reorder. It’s about creating peace of mind. Another pet brand ties their subscribe-and-save flow directly to improved health outcomes for your dog. That kind of messaging shifts the decision from transactional to responsible.

Don’t just remind - reframe.

4. Transactional SMS Is a Trust Engine

Every “where’s my order” ticket in your inbox is a missed opportunity for a proactive text message.

Great transactional SMS builds trust. It sets expectations. It creates anticipation. One of my favorite examples is Beehive Meals. You get a text at every key moment. It doesn’t just reduce support load - it makes you excited for what’s coming.

And when renewal reminders are sent via SMS, it gives customers control. That’s the foundation of trust.

If your SMS strategy doesn’t include transactional flows, you’re leaving loyalty on the table.

5. Unboxing Should Do More Than Look Pretty

Packaging matters, sure. But the inserts are where you win or lose long-term buy-in.

A skincare brand that includes a simple usage guide outperforms one that says “instructions are online.” A meat subscription that adds a branded cooking temp magnet gets stuck to the fridge - and stuck in customers’ minds. Every touchpoint in that unboxing moment should reinforce education, community, or future action.

This is your last first impression. Make it count.

That’s it for this week’s dose. Huge thanks to Matt for an opportunity to take over and share some of my favorite opportunities for brands. Matt will be back next week!

Keep thinking about how your communication strategy can create connection, not just transactions.

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

 - Riley Trepanier 🩺

The Subscription Doc