If your company wants to craft a subscriber experience that helps you create “forever customers,” every new subscriber’s first impression is incredibly important. When a new customer subscribes to your business, it is essential that their initial interaction with your company makes them want to stick around as an engaged subscriber. A comprehensive subscription management and billing platform can help you make a great introduction. After all, first impressions are everything. With that said, there are a few mistakes you’ll want to keep in mind to avoid making the wrong impression on new subscribers. Steer clear of these three mistakes to cultivate a positive subscriber journey.
Lacking a User-Friendly Onboarding Process
No matter what industry you are in, you need a user-friendly onboarding process for new subscribers. It’s never too early to help customers understand the ins and outs of their new subscription. Your welcome email is a great place to include a step-by-step process with all the details they need to set up their account. You can also have an FAQ section full of questions previous subscribers have asked. This ensures new subscribers can get oriented to their new subscription smoothly.
Say you have a pet food subscription business. The welcome email can inform new subscribers how they can choose the food they want, how often it is delivered, and how much food is included. It’s also a good idea to give new customers instructions on how to change all these details by updating their preferences when they need to do so. A detailed, user-friendly onboarding process can help you ensure new subscribers won’t feel lost or frustrated during their first interaction with your company.
No Immediate Value for New Subscribers
Alongside your subscription, you should add extra value for your subscribers while they wait to receive their product. This value will make them even more grateful they subscribed and give them a good opinion of your service right away. A lack of value leads to high “churn rates” or the rate of canceled subscriptions. Provide immediate value, and your churn calculation will likely show that you are keeping a good number of subscribers.
Take the pet food subscription example again—there are a few good ways to offer new subscribers immediate value. When they start their subscription, you can send them a coupon for 25% off a pet toy purchase. You could also send them a small eBook on the basics of pet nutrition and what to feed their furry friends for a healthy life. These extra incentives provide additional value on top of the pet food the customer will soon receive. Instead of the subscription benefits starting when the product arrives, they begin immediately.
They Need Easy Access to Customer Service and Personalization Options
Making it easy to contact your customer service department is a great way to build trust between your company and new subscribers. They will appreciate being heard and having quick access to help when they need it. The faster you address their concerns, the more satisfied they will be with their experience.
As well as customer service access, customers want easy access to personalization options for their profile. They might want to adjust their email preferences or change the name on their account. Make all these logistical tasks as easy as possible. A simple link in the first email can make it easy for new subscribers to quickly find what they need.
About Recurly
Recurly is ready to help you take your subscription-based business to the next level. From box of the month clubs to pet food subscriptions, businesses in every industry are implementing recurring billing strategies. Recurly has been a leader in the subscription industry for over a decade, helping to manage over 40 million subscriptions. Their billing platform can help your business thrive with a range of smart tools to help implement solutions, scale globally, and increase your customer’s lifetime value. Your subscription-based business might face challenges, but Recurly can help you overcome them. From iterating new pricing models to solving problems based on the results of your churn rate formula, Recurly strives to offer continued support throughout your subscription journey. Make Recurly your top choice for helping your company find success in the modern business landscape.
Avoid common mistakes and grow your subscription-based business with Recurly at https://recurly.com/
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