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How I Layer BFCM Offers So Subscribers Don't Cancel for the Sale
Published 2 weeks ago
Description
Your subscribers are your most profitable customers. Run a 50% off sitewide sale for Black Friday and a lot of them will cancel just to grab it. That is the BFCM trap I see every year, and the fix is not to skip the sale. It is to layer your offers so subscribing stays the best deal on the site.
In this episode, I walk through how I structure Black Friday and Cyber Monday offers for subscription brands, from segment-first rollouts to the bundle offer I think you should be testing this year.
What we cover:
• Why big sitewide discounts cannibalize subscriptions and turn your best customers into one-time buyers
• Leading your BFCM rollout with subscriber-only offers before the public sale goes live
• Adding a "sale match" reason to your cancel flow as a defensive move during the sale window
• Structuring tiered discounts (sitewide, subscription, bundle) so the subscription offer is always the most compelling one you run
• Using bundles, starter kits, and bulk buys to give your deepest discount while raising order value
• Why BFCM should be treated as a land grab for subscribers, not just a revenue spike
• Planning the second order now with onboarding content, renewal discounts, and gifts that keep new subscribers around
If you are wrestling with offer complexity this season, drop a comment or reach out at thesubscriptiondoc.com.
Thanks to Omnisend for sponsoring this episode. Get 30% off your first three months with code SUBDOC30: https://your.omnisend.com/matt...
Subscribe to our newsletter for weekly doses just like this one: https://newsletter.thesubscrip...
In this episode, I walk through how I structure Black Friday and Cyber Monday offers for subscription brands, from segment-first rollouts to the bundle offer I think you should be testing this year.
What we cover:
• Why big sitewide discounts cannibalize subscriptions and turn your best customers into one-time buyers
• Leading your BFCM rollout with subscriber-only offers before the public sale goes live
• Adding a "sale match" reason to your cancel flow as a defensive move during the sale window
• Structuring tiered discounts (sitewide, subscription, bundle) so the subscription offer is always the most compelling one you run
• Using bundles, starter kits, and bulk buys to give your deepest discount while raising order value
• Why BFCM should be treated as a land grab for subscribers, not just a revenue spike
• Planning the second order now with onboarding content, renewal discounts, and gifts that keep new subscribers around
If you are wrestling with offer complexity this season, drop a comment or reach out at thesubscriptiondoc.com.
Thanks to Omnisend for sponsoring this episode. Get 30% off your first three months with code SUBDOC30: https://your.omnisend.com/matt...
Subscribe to our newsletter for weekly doses just like this one: https://newsletter.thesubscrip...