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What a clean, focused subscription brand.
@Ancestral does an incredible job in making the subscription option obvious, onboarding you to the program, and making updates clear.
This is my video series where we do breakdowns on how brands are acquiring (PDP), onboarding (email) on experiences (portal).
Check it out, or access our free resources at thecancelpage.com
@Ancestral does an incredible job in making the subscription option obvious, onboarding you to the program, and making updates clear.
This is my video series where we do breakdowns on how brands are acquiring (PDP), onboarding (email) on experiences (portal).
Check it out, or access our free resources at thecancelpage.com
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An NPS score under 7 triggers a personal email, not a macro. The CEO's logic: almost every low score points at something the team can actually fix.
The survey is not the retention tool. The follow-up is.
The survey is not the retention tool. The follow-up is.
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When a client's first BFCM sale has 70% higher AOV, doubled CVR, and 80% subscriptions... 馃槫
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Roughly a third of Zero Collective members never swap. They keep one bag for months because renting it for a year still costs less than buying it.
Two behaviors, two sets of unit economics. Know which cohort a subscriber is in before you send both the same reminder email.
Two behaviors, two sets of unit economics. Know which cohort a subscriber is in before you send both the same reminder email.
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Matthew Holman 馃拪 retweeted
We have 5 spots left for Cohort 1 of our Super Contributor course!
We're keeping this one small and intimate to ensure high touch hands on support throughout the course.
These will sell out tonight.
thesupercontributormethod.com
We're keeping this one small and intimate to ensure high touch hands on support throughout the course.
These will sell out tonight.
thesupercontributormethod.com
Introducing our first instructor: @codyplof
Cody is the definition of a "Super Contributor."
An early AI pioneer, he's gone from leading a nine-figure retail brand to building an entirely AI-native business from the ground up.
Few people understand how to leverage AI across quite like Cody.
We're already 75% sold out!
We're intentionally keeping our first cohort small to provide hands-on support and personalized guidance throughout the program.
Registration closes soon: thesupercontributor.com
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With @HQForWork our skill files and process for design iteration literally improve every single pass. Automatically.
No need to update a skill file or instruction manually. IT JUST HAPPENS.
No need to update a skill file or instruction manually. IT JUST HAPPENS.
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With @HQForWork every single client deck I've made just makes the skill file better - automatically - because it learns from my edits without being told.
So nice.
So nice.
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This is one of the biggest gaps in brand <> agency relationships. The other would be realistic expectations on either side. lol
Before you hire an agency, agree on what success looks like.
Not just what they're going to deliver.
A CRO agency might improve conversion rate.
A creative agency might produce 30 ads a month.
A media buyer might lower CPMs.
All useful. None necessarily means the business is better off.
Start with the business outcome you're trying to achieve.
Then agree on the metrics the agency can influence, the responsibilities of everyone else involved, and how you'll evaluate progress.
Otherwise, six months later, everyone can point to their own dashboard and claim success.
Meanwhile, the P&L tells a different story.
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Matthew Holman 馃拪 retweeted
The omnisend MCP is such a powerful tool! Paired with good design tools it鈥檚 99% better than human designs. 馃く
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Email right now: Klaviyo is charging more for new features, and the AI-first newcomers have never run a real BFCM.
Omnisend sits right in the middle. Lower price (up to 35% under Klaviyo). Proven across 150,000+ brands. Completely manageable from inside Claude or ChatGPT. Support that answers in 4 minutes.
And they do your migration for you. Free, in 5 days, everything moves as-is.
Stop the grind and start making email easier: your.omnisend.com/mattholman
#promotion
Omnisend sits right in the middle. Lower price (up to 35% under Klaviyo). Proven across 150,000+ brands. Completely manageable from inside Claude or ChatGPT. Support that answers in 4 minutes.
And they do your migration for you. Free, in 5 days, everything moves as-is.
Stop the grind and start making email easier: your.omnisend.com/mattholman
#promotion
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A luxury handbag club requires a three-month minimum, and it says so in the funnel. The swap is the product, and one bag never shows a member the swap.
If your retention depends on the first box landing perfectly, you get one rep to win. A stated minimum term gives you three.
If your retention depends on the first box landing perfectly, you get one rep to win. A stated minimum term gives you three.
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Found out someone was name dropping me in their hiring process for a retention role.
It was an actual friend, so we're all good.
It was an actual friend, so we're all good.
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As a guy, there's one thing I don't quite understand: handbags.
Especially the incredibly expensive ones, like 5k or more.
But I understand memberships, so this week's dose was a fun one to interview and write: How the Zero Collective creates personal curation and incredible retention on a $200/month handbag club.
This one is packed with ideas and insights on understanding customers, CX, retention, and your offers. Grateful for the time interviewing Ashley Boyce and her great experience and thoughts.
Let's dive in: newsletter.thesubscriptiondoc.com/p/dose-221
Especially the incredibly expensive ones, like 5k or more.
But I understand memberships, so this week's dose was a fun one to interview and write: How the Zero Collective creates personal curation and incredible retention on a $200/month handbag club.
This one is packed with ideas and insights on understanding customers, CX, retention, and your offers. Grateful for the time interviewing Ashley Boyce and her great experience and thoughts.
Let's dive in: newsletter.thesubscriptiondoc.com/p/dose-221
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I鈥檓 attending. If you care about how you should think about AI, you should as well.
Did you think moving an agency onto AI would be easy?
I did.
We used Claude chat and Claude Projects for about a year, and in January we moved the whole agency onto Claude Code: strategy, briefs, copy, QA and reporting.
So to make your AI journey way easier, here are 5 lessons I wish I鈥檇 known a lot sooner:
1. What did you think AI would do for your business?
I thought it was going to write all our emails. And yes, it writes first drafts, but that turned out to be the smaller part. One of our subscription brands had churn getting worse, and all the usual suspects looked fine. There were a dozen ways to cut the data and each one used to cost hours.
With AI doing the pulling, we ran every cut possible within hours.
So lesson number one is to point AI at the digging nobody has time for, because that鈥檚 where you鈥檒l find the stuff you鈥檝e been missing.
2. Do you keep explaining your business to AI from scratch?
Lesson two is to stop polishing prompts and write your rules down once, because an agent reads them on every job.
3. Do you keep giving the same feedback over and over?
We did. So now, at the end of a session, the reviewer and AI pull out what we learned, and each lesson becomes a suggested rule.
A person decides which ones become real rules, and then those guide the AI after that. It works for clients too.
Each active client has a taste profile built from what they changed, what they approved and what actually got sent, so every new draft starts from there.
Lesson number three is to make AI learn from every correction, because then nobody has to give the same note twice.
4. Do you think AI makes your expertise matter less?
Nope. Every workflow we run stops and waits for a strategist to approve it. The strategist still makes every call, and now they see the whole account before they make it.
ChatGPT will write you a flow that can鈥檛 be built. It鈥檚 never had to ship one.
Lesson four is to keep getting better at your craft and keep decision with your people because you鈥檙e the one who has to spot what鈥檚 wrong.
5. Do you worry your team will stop learning once AI does the work?
I did. So we made AI teach them. Any brief, plan or report can become a two-minute lesson in plain English, and then it quizzes them on it.
Lesson number five is to make AI teach your team too, because faster work is useless from people who don鈥檛 understand it.
Now, if half of this sounds like a foreign language, don鈥檛 overthink it. The person I鈥檇 learn it from is @jacob_posel , who co-founded @HQForWork , the system I run my work on.
He'll be teaching The Super Contributor Method, a live four-week course for the people who actually do the work.
You'll find absolut guns like @alexgoughcooper @codyplof and @coreyepstein as experts guests too.
You go from your first agent task to bringing your whole team in.
thesupercontributormethod.com
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How does @NeuroGum do subscriptions?
When you can buy it almost everywhere, you have to make choices on what to offer.
In this breakdown video, we go through the offer on site, post-purchase, emails, and the subscription portal to uncover some pretty interesting tactics.
You how they care about loyalty ACROSS channels, not just on the website.
When you can buy it almost everywhere, you have to make choices on what to offer.
In this breakdown video, we go through the offer on site, post-purchase, emails, and the subscription portal to uncover some pretty interesting tactics.
You how they care about loyalty ACROSS channels, not just on the website.
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Matthew Holman 馃拪 retweeted
Exactly! Direct access to your most loyal customers should be a high priority for CPG brands. Know anyone looking to have one built? I build these, complete with shopping and rewards, for brands like this one: conquer-more-static.onrender.com/index.html
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The big play for supplements in 2027:
App
Every brand I know has one, is launching one, or is updating one.
Messaging, engagement, content, community.
Owning your audience never goes out of style and with AI it鈥檚 even easier than ever to do so.
App
Every brand I know has one, is launching one, or is updating one.
Messaging, engagement, content, community.
Owning your audience never goes out of style and with AI it鈥檚 even easier than ever to do so.
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Nobody needs a vintage Fendi for a month. Members of a $200-a-month handbag club renew anyway, because the value lands the second the bag comes out of the box.
Supplements are the opposite. Nothing happens on day two. So decide which one you sell before you build onboarding. Instant payoff: make the next hit easy to reach with swaps, add-ons, and discovery. Delayed payoff: set the timeline before the first charge and keep people believing until results arrive. Then add a soft deadline, like a 30-day challenge, a reorder window, or a tracked streak. Handbag members use the bag constantly because it goes back in 30 days. A product with a due date gets used. A product in the cabinet gets cancelled.
Subscribe now to get it in your inbox tomorrow (link in the first comment).
Supplements are the opposite. Nothing happens on day two. So decide which one you sell before you build onboarding. Instant payoff: make the next hit easy to reach with swaps, add-ons, and discovery. Delayed payoff: set the timeline before the first charge and keep people believing until results arrive. Then add a soft deadline, like a 30-day challenge, a reorder window, or a tracked streak. Handbag members use the bag constantly because it goes back in 30 days. A product with a due date gets used. A product in the cabinet gets cancelled.
Subscribe now to get it in your inbox tomorrow (link in the first comment).
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