4 Ways to Boost Retention in Your Subscription Box Business

Boost retention in your subscription box business with tips on engaging waitlists, delivering top-tier service, surprising subscribers, and building community.

In the subscription box industry, retention matters. As customer acquisition costs continue to rise, retention matters more than ever. 

You work hard to attract new subscribers and celebrate every one! But what happens after they subscribe? How do you keep them engaged, happy, and returning month after month? 

Retention isn't just a subscription box industry buzzword. It’s essential to building a thriving, sustainable subscription box business. 

When subscribers stick around month after month, they’re doing more than just buying your products — they’re entering into a relationship with your brand. 

Small increases in your retention rate can have a big impact on your bottom line. 

As someone who’s built three successful subscriptions and taught thousands how to do the same, I can tell you this: a successful subscription box business isn’t just about getting subscribers. It’s about keeping them. Keep your focus on retention from the very beginning and watch your business grow. 

In this post, we’ll explore four ways you can boost retention and turn subscribers into raving fans who can’t wait to get their next box.

Retention starts before they subscribe when you nurture your waitlist.   

Retention starts before a subscriber pushes the “subscribe” button on your website. It starts with your waitlist. 

When someone joins your waitlist, they’re raising their hand and saying, “Yes.” Yes, I’m interested in subscribing. Yes, I want to learn more. 

The period when someone is on your waitlist is SUCH an important opportunity to build excitement and know, like, and trust. Share your why and make connections - let them get to know you and your business.

Treat your waitlist members like the VIPs they truly are. Give them sneak peeks, provide value, and share exclusive offers. Make sure they feel valued. When it’s time to subscribe, they’ll already feel like they’re a member of your community. Not only will they be more likely to subscribe, they’ll be more likely to stay.  

Discover more about what you can do to keep your waitlist engaged and ready to subscribe. [Click to read more!]

Subscriber retention continues with concierge-level customer service. 

We all have customer service horror stories. Companies who’ve lost our business because of how they’ve handled a question, request, or problem. 

Providing subscribers with good customer service is a must. Providing them with exceptional customer service - concierge-level customer service - needs to be part of your retention strategy. 

Let subscribers know what to expect - and who to expect it from. How will they be billed, when will their subscription box be shipped each month, who should they contact with what types of questions? All of these answers need to be part of welcoming a new subscriber. 

Your subscribers need to know that questions will be answered and problems solved quickly and with kindness. But that’s expected. How can you take customer service to the next level? 

If there is an issue - like an item arriving damaged - instead of just replacing it (expected), add a little something extra to thank them for understanding. These little touches build trust and loyalty, showing subscribers you are dedicated to providing an outstanding experience. 

Surprised and delighted subscribers feel appreciated and valued. 

Engaged subscribers mean higher retention. One of the most effective ways to keep them engaged is by surprising and delighting them. 

Why? 

Think about a time when someone sent you flowers for no reason or paid for your coffee or sent you a card just to say they were thinking about you. How did it make you feel? Seen, appreciated, and valued. And isn’t that the way you want your subscribers to feel? 

Surprising and delighting your subscribers doesn’t have to cost a lot of money or take a lot of time. Small touches can have a big impact. 

It can be as simple as slipping a birthday card in with their subscription in their birthday month, occasionally including a discount coupon to your online store, or even first access to new collections or a special promotion.  

Need more ideas? Grab my resource, 10 Ways to Surprise and Delight Your Subscribers. 

A community makes subscribers feel like they belong… and want to stay. 

People don’t just subscribe to a subscription box for the “stuff.” They subscribe because they want to feel part of something bigger. People crave a sense of belonging and community.

Create space and the opportunity for subscribers to connect with you and with each other. Depending on the type of subscription, you can create a private Facebook group or members-only area of your website. And when you go LIVE, encourage them to interact not just with you but with each other. 

Go out of your way to encourage sharing and interaction. Celebrate subscribers and make them feel part of an exclusive group. 

When subscribers feel part of your community, they’re so much more likely to stay. Remember, it’s not about the stuff. It’s about how being a subscriber makes them feel. 

Retention turns a side hustle or hobby business into a thriving, sustainable business. When you focus on building connections, providing exceptional customer services, and surprising & delighting your subscribers, you’re doing more than just selling a product. You are creating an experience your subscribers will love… and stick around for!