On this episode of Subscription Prescription, Matt meets with an absolute legend in the subscription space: Robbie Kellman Baxter. She's an accomplished author and is widely praised for her successful approach to e-comm strategy, helping people build better business models across the industry. They talk about onboarding new subscribers vs retaining current subscribers and how you need to create some sort of unique benefit for new signups as well as benefits for those who remain loyal to your program. Kelly shares valuable insights to qualitative and quantitative research and how much you can learn by speaking directly with your customers. In a world where brands are fighting to win over customers, companies would be wise to invest in their current subscribers and discover the benefits that will make them stay long-term.

Robbie’s background 0:35
Differences and similarities between physical and digital subscriptions 4:10
Membership offers vs subscribe and save offers 7:00
Figuring out what works with qualitative and quantitative tests 10:00
Hearing from the founder themself 14:15
Balancing between acquisition and retention 16:45
Why you have plateaued 26:30
Finding the best types of subscribers and the forever transaction 29:20
Finding your best customer 35:15
“Qualitative is to refine your understanding or clarify what the hypothesis is, and then quantitative is to see, does this hold with a lot of people? Is it just this one random person I talked to, or is this actually how most people think?” 13:21

robbiekellmanbaxter.com www.linkedin.com/in/robbiekellmanbaxter
@robbiekellmanbaxter
Host of ​​Subscription Stories Podcast

Her podcast: https://podcasts.apple.com/us/podcast/subscription-stories-true-tales-from-the-trenches/id1524355619

Her linkedIN: https://www.linkedin.com/in/robbiekellmanbaxter/

Her books:
https://www.amazon.com/Forever-Transaction-Subscription-Compelling-Customers/dp/1260458709/ref=sr_1_1?crid=WUXZC0TWV8NA&keywords=robbie+kellman+baxter&qid=1692292452&sprefix=robbie+kellman%2Caps%2C229&sr=8-1

https://www.amazon.com/Membership-Economy-Forever-Transaction-Recurring/dp/0071839321/ref=sr_1_2?crid=WUXZC0TWV8NA&keywords=robbie+kellman+baxter&qid=1692292875&sprefix=robbie+kellman%2Caps%2C229&sr=8-2