Big Business Problem:

Why do some subscribers order from your brand for years, while others cancel after their first order?
Even though they both cost you the same $$$ to acquire?

Solution:

According to Drew Sanocki's $1B of DTC revenue + 20 years of experience:
Acquire and retain your most profitable type of subscriber from the very start.

Here's how to do it:

Identify your highest LVT subscribers by segmenting out your highest LTV subscribers.
Use order recency (ex: ordered in last 30-45d)
Identify your Churn dropoff point - after how many orders does churn REALLY flatten out? (ex: placed 12+ orders)
Still an active subscriber

Mine customer data on what this customer segment values the most about your brand
Send out a High-Value subscriber survey
Followup with phone interviews with anyone open to a call
Mine your 5 Start reviews for brand value
Get user sessions of your current signup flow to see what values do you currently convey

Analyze this customer segment data to define your Ideal Subscriber Persona (ISP)
Define who they are
Define what aspects of your brand they value most

Start testing your marketing and conversions, onboarding, and retention efforts to target your ISP
Test your marketing creative and strategy for engagements
Test your website messaging for conversions
Update your onboarding & unboxing experiences
Update your retention strategy to focus on your ISP

Monitor cohort CAC, Conversion, Churn, and ultimately cohort CLV.

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