01
Everything visible, no surprises
On the product page, before paying, the customer sees the 90-day plan, the welcome kit that ships with the first order and the gifts planned for month 3 and month 6. The subscription stops being an abstract commitment and becomes a journey with milestones. The goal is simple: reach the second and third delivery, where a subscription starts paying back its acquisition cost.
02
Every gift has a job
Our reading of a well-designed calendar: each gift plays a role in the customer's journey.
- Day 1: ritual. The welcome kit makes the product part of the routine.
- Month 3: identity. Something the customer uses and shows.
- Month 6: travel. The habit goes wherever the customer goes.
03
How to apply it to your subscription
Gifts only work when they are planned into the numbers and the customer is reminded of them.
- Choose useful gifts, aligned with the core product and, if possible, complementary. Low cost, high perceived value.
- If they make sense, put them in the maths from day one: gift, shipping and acquisition cost.
- If the customer is not reminded, the gift has no effect on their decision. Remind them on the page, at checkout and in the emails before each delivery.
- Measure retention by delivery, cost per gift and payback.
| Scenario | Deliveries | Margin (LTV) | Gifts | Left over |
|---|---|---|---|---|
| A, no gifts | 3 | US$120 | US$0 | +US$20 |
| B, gifts that retain | 5 | US$200 | US$40 | +US$60 |
| C, gifts that don't retain | 3 | US$120 | US$25 | −US$5 |
The Profit First's analysis of publicly visible market strategies. We never disclose our clients or their strategies.