Subscription work done for you | Building Subscription Prescription & The Cancel Page | Ecom Community in Utah
Joined August 2019
- Tweets10.6K
- Following1.2K
- Followers3.4K
- Likes16.8K
Matthew Holman 💊 retweeted
Here’s the difference between a basic billing reminder and one that actually is churn proof:
BASIC SUBSCRIPTION BRAND:
- “Your order is processing”
- Still firing out of your subscription platform on the default template
- Manage subscription button sitting at the top of the email, pretty much asking people to cancel
- Same generic reminder sent to every subscriber regardless of order number
- No mention of what’s actually coming in the box
- Reads like a bank notification
SMART SUBSCRIPTION BRAND:
- “Here are the benefits you are getting”
- Rebuilt in Klaviyo so they control the whole thing
- Manage subscription button buried at the very bottom
- Split by order number, because someone on order 2 needs a completely different message than someone on order 6
- Free gift front and center in the hero
- A visual gift roadmap showing what unlocks at order 3, 4, 5
- Reads like a reward
Same email... but a COMPLETELY different customer reaction.
Optimize this one email correctly and you’ll see your churn drop dramatically.
Matthew Holman 💊 retweeted
liverecover is now VYG Conversations.
it started as cart recovery. now it's programmatic conversations for any business: send a conversation by api, a real person handles it.
next: human decisions. vyg.ai/conversations
Matthew Holman 💊 retweeted
seriously...
this is the most insane dashboard in eCommerce/DTC ever
100% free cdp and data hub (what GA used to be but way better)
the UI is sick, but can connect MCP to claude and never open app again
this is the future of commerce
come help me design it 🤝
sign up @ vyg.ai now
Matthew Holman 💊 retweeted
Agree. Every single time, adding a free gift and featuring it in the billing reminder and other places increases the retention against the control. This is an undisputed fact. The question is whether the increase in retention covers the COGS of the freebie and whether the freebie itself drives long-term retention, past the billing cicle it's featured in. If the above is true then bingo – this freebie is worth its weight in gold.
Curious what adding a free gift on Order #2 does for a subscription brand?
🎁 Free Gift Recipients: 77.9% rebill rate on Order 2
❌ Holdout Group: 70.4% rebill rate on Order 2
Given their COGS on the gift, it is well worth it.
(Also, the recipients will rebill more times)
Matthew Holman 💊 retweeted
Greg’s right, and there’s a version of this most ecom brands are missing..
meta killed the facebook groups API in 2024, so for 2+ years, the biggest pile of unfiltered customer discussion on the internet was unreadable at scale.
with Muse, it’s back.
Join the groups, and you can pull what your whole category is saying in real time for creative strategy.
i ran it on creatine, through the lens of @damccormick13’s Create:
- 24 groups, 8.7M+ members
- 6 real objections (kidney fear, “bubble guts,” ozempic muscle loss)
- how to cross-check against what customers actually say
- 6 personas, each with a marketing move
- 10 diverse ad hooks built on real market language
full teardown 👇
Matthew Holman 💊 retweeted
A $100M subscription brand that you would all know the name of came to us earlier this year. They have a great product, huge top line, and an engaged customer base.
They are great at acquiring customers but their retention channels were leaving money on the table and at their size, a few points of LTV is 7 figures in incremental revenue.
We went deep on the post-purchase onboarding experience, the OTP repurchase timing, and the reasons people came back or didnt.
34% Reduction in Churn. 65% Increase in Save Rate. 26% Increase in Month 2 Net LTV.
If you're a subscription brand you should be laser focused on optimizing…. your subscription KPIs.
Matthew Holman 💊 retweeted
A look behind the scenes: choosing our tech stack for Winks.
One of our goals for this brand is to build it as AI-native as we can. It's a lot easier to do from the ground up versus transforming a larger company, so this is a great opportunity.
That means that our tech stack has to support this as much as possible. We're pretty much only using things that have strong MCPs or APIs, so we can operate them from Codex or Claude desktop and mobile as much as possible.
One of the really fun parts has been running most of our retention program without ever having to log in.
We chose to partner with @omnisend for this reason: they have a really robust MCP. We've been able to set up all of our flows and draft all of our campaigns, as well as build segments and pop-ups, all from Codex and Claude.
All we have to do is go in, preview things in the Omnisend dashboard, and we're good to go.
This has allowed our two-person team to run a retention program for Winks. It's pretty incredible. There are lots of other great features. Deliverability has been great. They have all the bells and whistles, but this MCP is really set apart for us.
Not yet an Omnisend user? It's an email and SMS marketing platform for ecommerce used by more than 150,000 brands, generating an average of $79 for every $1 spent. Migration is free, takes up to five business days.
Highly recommend you check out Omnisend.
your.omnisend.com/Cody
🤝 Paid partnership
Matthew Holman 💊 retweeted
Flying back from @CommerceRound
Want to s/o all of the awesome humans I met who are too many to name
And congrats to @jimmykim + @iamshackelford 👏 I’ve been in DTC since 2012 and you guys have built the best community I’ve seen and the production was flawless
Much love to the team and my incredible co-founder @jacob_posel @caitlinkhutch Amir, Cherie
Thanks for the conversation and inspiration 🙏
@SarahLevinger @subscriptiondoc @ecom_joseph @joshsuggss @bryandstarck @colindougherty @ecommcowboy @BallinFil @steeze_0 @maybesamharper @ecomrat @leacabrini @jordanmenard +++
And yes @jacob_posel finally explained WTH @HQForWork is
Matthew Holman 💊 retweeted
MERCH: I need some water bottles, power banks and so on printed with the Founders logo. Who do I need to know and work with on this? andrew dot foxwell at gmail - HMU
Matthew Holman 💊 retweeted
The most valuable subscription video you'll watch this year...
Sat down with @mattytjmartin from Cadence, and we talked offers, free gift roadmaps, onboarding, and how they think about subscribers as their own audience at Cadence.
Must watch for anybody in subscriptions 👇
Matthew Holman 💊 retweeted
What is a banger ad? Well...if you have to ask, you never ran one.
But I analyzed some data from multiple client accounts and outlined the KPIs that signal "banger" status & turned these into a high level "banger" checklist.
Going to send it out in my newsletter tomorrow AM.
Matthew Holman 💊 retweeted
Basically nobody I look up to and respect more in this space than @iamshackelford
Shack has been one of my most instrumental mentors and such a good friend over the last few years. Wicked smart and talented, incredibly kind, and always looking for how he can help elevate those around him.
This makes me VERY VERY bullish on CTC, @TaylorHoliday and team. Congrats all!
The prodigal son has returned!
Welcome back to CTC @iamshackelford.
8 years ago, this former goalie turned media buyer walked into our offices and showed off how to build PPE Wrappers on a Facebook campaign. IYKYK.
He was the moderator of OG FB Media Buyers group on facebook and the first truly experienced strategist we hired at CTC. (sorry @andrewjfaris and but we were making it up as we went)
The next 3 years we accomplished a lot together.
But Nick was always restless, always side gigging something, always chasing the stage.
He needed to spread his wings.
At the time CTC was oriented around goals that didn't allow for the kind of opportunity that would keep ambitious satiated within the company.
So Nick needed to leave.
He traveled the world, added hundreds of tattoos, built an amazing brand on edge of legality, got married, had a kid and learned a ton of new skills.
Then our paths started to cross again.
First it was golf...
Then it was events...
Then hyrox...
We started dreaming together and saw a way in which our worlds could connect again.
At Brez, Nick got very back in the weeds on retention and subscription.
He had to... Selling $85 cans of liquid on the internet demands the ability to drive LTV to support challenging acquisition costs.
I believe that all brands (and the people in them) evolve the traits and skills needed to make the genetic attributes of their business work.
Brez had to be world class at subscription and retention.
Nick had to BECOME world class at these things.
CTC has always been reputational associated with acquisition and profitability. BUT we have a very large retention business as well.
With Nick here now I think we will do a better job of sharing that story AND evolving the product to better serve some of the growing parts of the market (like subscription brands).
If you survive long enough, and maintain mutual respect with the people around you it is often the case that you will find reasons to have multiple chapters together.
I can't wait to write another chapter with Nick at CTC.
If you have followed Nick for a while and are brand interested in learning more about how his experience is going to show up in our retention offer, REACH OUT!
Matthew Holman 💊 retweeted
If you are in or around Utah September 16th you won't want to miss this event that my good friend Stuart Johnson is hosting!
Utah has a surprisingly strong DTC network with a few hidden powerhouses in between the rugged landscape and mountains.
Stuart and team are bringing together an impressive group of leaders in social commerce, direct selling, DTC and e-commerce right here in Utah.
📍 September 16 | Social Commerce Summit
Young Living Global Headquarters
This one will host conversations with operators from GIMME Beauty, Freshly Picked, Mixhers, Tuff Pops, K2o (shoutout Jay Hunter), Just Ingredients and more, alongside some great resources and experts in social commerce.
What I like about these events is that everyone is so willing to transparently share the truth behind scaling an ecom/DTC business. You just gotta approach and ask the right questions, don't be shy!
If I was able to clone myself I would be there 1000%.
If you’re a Utah-based executive, marketer, e-commerce leader, founder or brand builder, I highly recommend going!
Go to the website to grab tickets before they're gone! Free for brands!
Matthew Holman 💊 retweeted
Every subscription brand I talk to wants to fix churn, and almost none of them are looking in the right places…
Here’s a conversation with @subscriptiondoc breaking down why churn is really an acquisition problem.
If you care at all about subscription growth, watch this 👇
Matthew Holman 💊 retweeted
First new hire at GU Energy. Please DM with interest or share to help me find a rockstar.
gucrew.bamboohr.com/careers/…
Matthew Holman 💊 retweeted
This guy has put a great event on!
Highly recommend Ecom Elevate next year 🙌🏻
@subscriptiondoc
Matthew Holman 💊 retweeted
You could have us interview 100 of your brand's customers over the next two months (completely done-for-you) and have us tell you exactly what they're saying.
Just a friendly reminder
Matthew Holman 💊 retweeted
Salt Lake City, I’m coming.
Next week I’m keynoting Ecom Elevated, August 24-25.
And I’m pulling the whole thing up.
Actual screens. Actual numbers. The popup running live. The P&L. All of it.
I’m gonna show you how we shoot one piece of content at the Fresh Chile farm and then that one piece becomes the organic post, the email, the product page, and then, baby, the best-performing ad in the account.
From one shoot.
You see what’s happening here?
We’re not sitting around trying to come up with five different ideas for five different channels. We found the story. We built the system around it. And we run that system every single day.
I’m about to show you the whole thing.
Big thank you to @subscriptiondoc the Commerce Catalyst team, and @omnisend for bringing me out.
I’ve got free Brand Attendee tickets for operators who want to be in the room.
First come, first served.
Comment or DM me and I’ll get you the code.
And if you’re already coming, find me after I get off that stage. That’s where we’re gonna get into it.
Matthew Holman 💊 retweeted
Last time I was in Utah, specifically Salt Lake City with @JerryQian_ it was the realization that our last startup was dead.
This time I'm heading back as a speaker for our new thriving startup Reacher to give a workshop for 100s of brand owners and operators at Ecom Elevated hosted by @subscriptiondoc.
Will be speaking on stage alongside greats in the industry like @jordantwestecom, Michelle Barnum Smith, @k2oJayHunter, and many others!
The big highlight will be a special brand + creator matchmaking event where hundreds of creators will meet with 150+ brands to launch new partnerships. Heavy hitters the likes of, Cozy Earth, SkullCandy, BuckedUp, Lola Blankets, and many more.
Excited to be back in the beautiful state of Utah under completely different more fortuitous circumstances to teach the room about proper implementation of AI for your TikTok Shop.
For anyone interested in attending I have some goodies to give away - first come first serve.
10 - Ecom Brand Attendee Tickets (Free) - DM me for more info
5 - Service Provider Tickets (50% Off) - DM me for more info
