For retention marketers, the journey from one-time purchase to subscription is fraught with challenges. Engaging customers post-purchase and turning them into subscribers is high on almost every brand’s list of priorities, but converting is tough. These hurdles to building a stable, loyal subscriber base mean building a focused, strategic post-purchase strategy is crucial.
This Play tackles the key challenges head-on by simplifying the path from one-time purchase to subscription. By scheduling personalized emails or text messages to be sent 14-21 days after a customer buys a product for the first time—when customers have experienced the product and are most open to commitment—it bridges the gap between initial engagement and subscription conversion.
Coupled with the integration of Repeat's Personalized Cart, a conversion point optimized for subscription, this approach boosts the likelihood of conversion from casual buyers to loyal subscribers.
What Customers Experience
- Email or SMS messages after they order a product for the first time
- A link to their Personalized Cart, optimized for subscription orders
Message Content
In addition to merchandising the message with Repeat’s suggested products, there are a few best practices for additional content to include:
- Discounts or other benefits that subscribers receive
- Benefits of regular product usage (especially for wellness products)
- Testimonials or reviews from existing subscribers to build trust and credibility
- Explanations of how the subscription process (and cancellation) works to set expectations
- A personal touch, such as a message from the founder or a team member
Level Up This Play
Once you have the basics running, take it further by optimizing and customizing it even more. Here are a few ideas you can try:
- A/B test subject lines to optimize open rates
- A/B test content and CTAs to optimize clicks
- Update the banner in your Personalized Carts to highlight subscription discounts to maximize conversion
- Identify your top 2-3 products and create highly designed and stylized messages for them by adding a separate branch in your flow (branching with product/variant titles or IDs).
Setting It Up
To implement this Play, connect our Klaviyo, Attentive, or Postscript integrations in the Repeat app. Next, customize your messaging templates to include subscription benefits and a clear call to action that directs customers to their Personalized Cart.
This straightforward setup process allows you to start engaging with subscription-ready customers quickly.
To make setup even faster, reach out to cs@getrepeat.io so we can add the Klaviyo template to your account.
Setup Guides
Klaviyo Setup
The Basics
- Create a new flow (or add a message to your existing post-purchase flow) that uses Shopify’s “Placed Order” trigger.
- Add a message around 14-21 days after the order was placed—experiment with the timing to find what works best for you.
- Use the Subscription Personalized Cart link profile property as the destination for your CTA
Linking to the Cart
In the URL field of a button or image (or right in the body of a text message), add this snippet to dynamically populate the link for a customer’s Personalized Cart:
{{ person|lookup:"Subscription Repeat Cart URL"|default:"YOURWEBSITE.COM" }}
YOURWEBSITE.COM with your homepageRead More in our Knowledge Base
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