Top 100 Subscription Retail Campaign

 

COMPANy

Iterable

PUBLISHED

August 2017

FAVORITE SUBSCRIPTION BOX

Rent the Runway Unlimited

 

Ever wondered how subscription box businesses, like Birchbox, Le Tote and FabFitFun keep their subscribers coming back for more month after month? We analyzed the email and mobile messaging strategies adopted by the top 100 in the U.S. to study how they communicate with their customers.

And yes, we bought all 100 boxes #dreamjob

This campaign centered around a 25+ page original research report I created and was integrated with several webinars, field events, and a microsite with interactive quiz. An Iterable subscription box was sent to each company featured, with swag and a hard-copy of the report included.

 
 
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Key Takeaways:

 

1.

Failed first impressions. As the starting point for user engagement, a disappointing 68% sent one or more welcome emails to new subscribers, and only 19% committed to a welcome series.

 

2.

Can you hear me now? 26% of the top 100 subscription businesses had mobile apps, but only nine sent push or text messaging to new users once the apps had been downloaded.

 

3.

It’s not them, it’s you. Cancellation confirmations are universal, but only 13 businesses went beyond the basics and sent dedicated re-engagement emails to win back customers who churned.