Subscription services are continuing to launch and grow.
Despite some failures, many services are seeing 50% to 200% growth in the last two years.
One of the big differences is their marketing.
Today growth continues despite the fear of a new recession and an inflationary market.
Many of the subscription services are known as “box subscriptions.” These services are booming because they offer customers quality products, tailored to their specific needs, and wants, delivered right to their doorstep.
Businesses like Stitch Fix, Blue Apron and Thrive Market, FabFitFun, Chewy, and Winc are pulling in new – and loyal – subscribers as though there’s no recession at all.
Traffic to the top 270 box subscription sites is booming… and this platform still has incredible profit potential for growth.
Now larger corporations have developed their own box subscription services.
So, what is the #1 secret to successfully marketing and advertising your box subscription service?
It’s not just a neat idea, beautiful graphics, or stylized emails.
The number one secret to success is using direct response multichannel marketing.
Direct response multichannel marketing is the most powerful way to reach your best prospects, gain new customers, and increase profitably.
I’ve helped over 200 subscription companies supercharge their marketing launch, expand their customer base, and boost their recurring income and profits.
In fact, we have tested more than 10,000 variables to see what works best and what to avoid.
Based on these results, here are 11 keys to help you supercharge your marketing for your box subscription service:
#1: Transactional Data Modeling is the formula to success.
To be successful, in your launch and marketing only use Transactional Data Modeling. This requires knowledge of what works and what doesn’t with TDM.
It requires knowing the difference between a prospect and a likely box subscriber. Why? Because most people are not prospects. For example, if you have a Nutritional Supplement Service, supplements or health-conscious people are not your prospects.
Who is a prospect?
Only those who have psychographics of responding to the box of subscription services.
That’s what TDM does… It delivers based on past purchases (not intent) who is a potential buyer.
With Transactional Data Modeling we like to use digital advertising, TV, Pre-roll advertising, and direct mail.
But without the right names or data, it doesn’t matter how good your creative execution is.
If you need data help, call me at 615-490-8832 or email me at [email protected]
#2: Use a multichannel, integrated campaign to supercharge response.
A multichannel, integrated campaign increases response because the same prospect will see your offer again and again in digital media. They might see an ad on social media first, then notice a banner ad, get an email, receive a direct mail piece, then finally click through to your landing page to make a purchase.
An integrated approach means that prospective customers have multiple opportunities to say “yes” to your offer. It’s a comprehensive campaign all to one tightly defined prospect universe.
#3: Use powerful direct response copy.
With any direct response marketing campaign, effective copy is key to the success of your email, Facebook ads, direct mail, banner ads, video, magalog, catalog, and other marketing tools. Highlight the unique benefits of your service and identify your Unique Selling Proposal (USP). Be clear and specific. Write long copy if necessary. Be conversational and “you” orientated. Always turn features into benefits.
#4: Drive customers to a dedicated landing page.
Create a separate landing page for your offers. When prospective customers click on banner ads, emails, paid search ads, and Facebook ads they should be taken to a page with a clear call to action to respond to your offer- not a corporate website.
#5: Retargeting boosts sales.
Retargeting focuses on prospects who have left your landing page or shopping cart without finishing a purchase. When you retarget these prospects with banner ads or additional material, they will remember to return to your page to finish a transaction.
Also, use direct mail retargeting for a powerful response.
#6: Custom lists help dramatically increase results.
Custom lists make it possible to market and advertise to your existing customers and prospects with Facebook, Bing, Google, pre-rolls, and more targeting a finite universe for great results.
#7: Look-a-like audiences expand your prospects.
Look-a-like audiences imitate your best prospects. They can be built through Transactional Data Modeling (TDM), for Facebook, and traffic on Google search, AdRoll, Bing, and other platforms, so you can reach more prospects.
#8: Pre-roll ads are powerful response boosters.
Pre-roll ads are video commercials that run before YouTube videos. You can use them with powerful effects in campaigns to reach your best prospects.
#9: Value-added marketing creates a powerful incentive for prospective customers.
We call this V.I.V.A.: Valuable Information, Value Added. Offer prospective subscription customers a free, added piece of relevant information or something useful to build rapport with them and change the tone of your marketing. When you offer something of value for free, you tell a prospect that you’re not just there to take, but to give. For example, for a direct mail campaign for the Wine of the Month Club, we enclosed a “free winetasting checklist”, advertised on the outer envelope
#10: Make your shopping cart irresistible.
Many customers abandon their shopping carts for one reason or another. In fact, you could lose up to 80% of your orders because of a poorly optimized shopping cart. So, make sure your shopping cart has these three critical elements to help customers breeze through the order without pause …
Have no more than two steps during the checkout process.
Include direct response copy and graphics on your checkout page to reinforce the benefits of your product or service.
Avoid any navigation distractions in your shopping cart.
#11: Offer coupons, discounts, and special promos.
Try a special promo, discount code, or coupon as an added incentive to sign up for your subscription service. For example, offer prospects the first month of subscription at a reduced rate. Advertise this offer across all your channels, including direct mail, your landing page, banner ads, and social media. For Wine of the Month Club, we offered customers two bottles of wine and four glass goblets for less than $10.
I’d be glad to talk to you more about these powerful marketing strategies, and about what we can do to create powerful marketing materials and strategies to help you profitably grow a subscription service.
Give me a call today at (615) 615-947-6120, or email Craig at [email protected]
