Startup CMOs: 3 Actions to Guarantee Your Success in the Blooming Subscription Economy

I would like to share two insightful articles with you. The first one is from Vanessa Rodriguez Lang: Tested and Proven: A Guide to Successful Subscription Box Marketing.

In this article, Vanessa Rodriguez Lang shares her thoughts on successful subscription box marketing. she believes that the business should first create a conversion-focused website, then develop content that target customers from each stage of their journey and personalized the experience through a small quiz. Regarding the content, Vanessa suggests posting tutorials on how to use the subscription box products and unboxing videos to delight their subscribers and attract potential customers. Last but not lease, you should develop a referral program, using some give away things to encourage your current customers to share and bring new subscribers. 

https://images.app.goo.gl/f9xo4hHQpEC26SXc8 

The second article is written by Katie Tierney and Christina Dedrick, named Will the Product in Your Subscriptions Help You Keep Your Customers 

This article emphasizes how data science can help generating customer insights and improving customer experience and finally increasing the retention rate. The authors recommend using the Markov Chain to model the subscription plan. It’s important to find out which products are loved by your customers, and which one make them cancel the plan. After acquiring the customers, now it’s the time to provide a fluent and delightful customer experience to lower the churn rate. 

Based on my understanding of these two articles, I would like to give three recommendations to startup CMO's:

• Consumer Journey – You should develop content offers to capture traffic at each stage and nurture them to purchase
• Provide Personalized Experience – You can create a questionnaire funnel and ask customers to take the quiz before they can see any information
• Investigate Cancellation Reasons – You should find out why some customers cancel their subscriptions, then improve your product and service to improve retention rate.

                                              About Me:
 I am Rowena Luo, a current graduate student from Northwestern University, studying Integrated Marketing Communication. I am graduating in December. I am interested in startup marketing, especially those provide children's and parenting products. 

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