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 subscriberMine customer data on what this customer segment values the most about your brandSend out a High-Value subscriber surveyFollowup with phone interviews with anyone open to a callMine your 5 Start reviews for brand valueGet user sessions of your current signup flow to see what values do you currently conveyAnalyze this customer segment data to define your Ideal Subscriber Persona (ISP)Define who they areDefine what aspects of your brand they value most Start testing your marketing and conversions, onboarding, and retention efforts to target your ISPTest your marketing creative and strategy for engagementsTest your website messaging for conversionsUpdate your onboarding & unboxing experiencesUpdate your retention strategy to focus on your ISPMonitor cohort CAC, Conversion, Churn, and ultimately cohort CLV.
