How to Upsell More Subscription Items to Your Subscribers

If your subscribers are happy with their subscription experience, there’s a good chance they will be willing to subscribe to additional products. They just need a little nudge at the right time with the right messaging. 

In this article, we’ll teach you 10 critical steps to sell more subscriptions to your existing subscribers. 

1. Make the Subscription Experience Simple

If your subscriber doesn’t like their subscription experience, they aren’t going to subscribe to another product. 

Once a subscription is active, the subscriber should be able to manage it without logging into the account portal. They should be able to modify or adjust their subscription through carefully designed email flows. 

An easy way to simplify the experience is to send an upcoming shipment notification. This simple email lets your subscribers know that their product is about to ship and is a great opportunity to let them make changes to their order without logging into a portal. 

Pro tip: ARPU enhances your upcoming shipment notifications by allowing subscribers to swap products, delay their shipments, buy 1-time products, buy subscription products, and buy 1-time gifts for friends. 

2. Upsell to Higher Tiers or Better Versions

You don’t have to upsell your subscribers to new products. You already know what they like based on their existing subscriptions, so consider upselling them to a better or larger version of their current subscription.

Suppose a customer subscribes to a monthly supply of hand soap. Based on their past purchase history, you also know they like natural products. In this case, the subscriber might be interested in the organic version of that soap, which is slightly more expensive. 

Furthermore, you could create bundles of products with higher price points. Instead of subscribing to a tea subscription that includes only one flavor, they might be willing to subscribe to a tea flavor bundle, which includes more tea and multiple types.

3. Focus on Your Best Selling Subscriptions

You probably have some subscription products that sell better than others. It’s wise to lean on these products when you’re upselling. Consider the products that have the highest conversion rates and the ones that produce the most lifetime revenue.

We like how this UMZU email shows off their best sellers. These products are offered as 1-time upsells and subscriptions.

You probably have some subscription products that sell better than others. It’s wise to lean on these products when you try to upsell your subscribers.

But keep in mind that if a product doesn’t make sense for a subscriber, it doesn’t matter how well it sells. Your subscribers won’t make out-of-character purchases just because products are popular. 

This point brings us to the next tip.

4. Personalize Your Upsell Offers

Your subscribers are far more likely to subscribe to additional products if those recommendations meet their individual needs. If you suggest products that they actually want, your conversions will be higher.

How do you personalize your offers? Personalization comes from segmentation, and segmentation comes from data. So your first step is collecting as much data as possible on your subscribers.

You can organize data in Shopify by using tags. You can tag products, customers, orders, and even blog posts. Building a robust profile of tags helps you deliver targeted content. 

For instance, if a customer purchases pine-scented lotion, you might apply the “pine” tag to their customer profile in Shopify and your marketing automation platform (like Klaviyo). Then you might build a unique email flow for customers with the “pine” tag, including information about product sourcing, the health benefits of pine, and upselling opportunities for other pine-related products. 

Pro tip: ARPU gives merchants the ability to deliver personalized content based on what’s in their current subscription, renewal count, and any Shopify tags. 

5. Don’t Offer Too Many Options

Deciding whether to subscribe to another product is challenging enough. Don’t ask your subscribers to make too many decisions at once, or you might overwhelm them. 

For ARPU merchants, we’ve noticed offering 4-6 upsell options is the sweet spot. Any more and subscribers feel burdened by choice. Any less, and you risk not offering the right products. 

When you make your offer, it’s smart to remind subscribers they can always easily swap variants or upgrade to premium versions later. 

Furthermore, remember step #1: Keep the flow simple. If subscribing to a product requires them to complete forms or supply information (like a prescription), it’s probably not a good upsell option. 

6. Be Mindful About Your Pricing

Price is a factor in every ecommerce decision. Don’t go overboard by trying to upsell a subscription that’s substantially more expensive than their original subscription. 

How expensive is too expensive? Retail Doctor recommends that an upsell be no more than an additional 25% of the original purchase. Less expensive upsells generally convert better. 

That said, it’s always best to test different options with your customers. Some customers are more price sensitive than others. 

Additionally, consider discounting the new subscription initially, especially if your subscribers are price-cautious. It could be the push they need to opt into the new subscription. 

Price is a factor in every ecommerce decision. Don’t go overboard by trying to upsell a subscription that’s substantially more expensive than their original subscription. 

This Winc email is a great example. Notice how it pairs clever copy and concise information with a discount.

7. Remind Them of the Benefits of Subscribing

Anytime you mention an upsell, it's essential to sell the benefits of subscribing. Try to be as concise as possible with your copy, but remind them why they subscribed in the first place, such as getting products on time without placing an order or saving money (if you discount subscriptions). 

And don’t forget to mention any product-specific benefits or the pain they would experience by not having the product. For instance, if you’re upselling a skin cleanser, you might say something like, “Never lose your clear skin.”

Check out this KiwiCo email for inspiration. Notice how they lay out the benefits of subscribing with copy and imagery.

8. Give Them Exclusive Access to Subscriptions

Consider setting up subscriptions only available to current subscribers. Doing this creates exclusivity and fear-of-missing-out for the exclusive products. Just be clear in your messaging that this offer is only for active subscribers. 

For extra persuasion, consider creating urgency by time-locking your subscription offers. For example, you might tell subscribers that the new subscription offer is only available for 14 days. 

9. Experiment with Free Trials

Free trials can effectively let potential subscribers try your products before they buy. Yes, these come at a cost, but if your products are inexpensive, a 1-month freebie could be a powerful tool to encourage more subscriptions. 

It’s wise to time your free trial offers to keep your LTV positive. For instance, if you earn $7/month off a subscription, and a free trial of the new subscription costs $12, you should wait until at least the second renewal before offering a free trial. This way, your per-customer revenue is never negative. 

Maintaining the existing subscription relationship is paramount. You don’t want to lose a subscriber because you were too pushy about getting additional subscriptions. 

If you decide to offer a free trial, collect payment information upfront before sending the free item. Doing this ensures a smooth transition into the subscription. 

10. Offer Politely, But Don’t Be Aggressive

Maintaining the existing subscription relationship is paramount. You don’t want to lose a subscriber because you were too pushy about getting additional subscriptions. 

Don’t be pushy to the point where the subscriber no longer sees you as a value-adding entity in their lives. If they delete your emails in frustration, you’re pushing too hard. Make your offer, then back off. If they don’t bite, just enjoy their current subscription. 

How ARPU Helps Upsell More Subscription Items to Your Subscribers

With ARPU, subscribers can add new subscriptions (or 1-time purchases) with just a few clicks in their upcoming charge notification. There’s no need to log into an account portal. This functionality keeps the experience super simple for your subscribers.

Furthermore, ARPU lets you take advantage of personalization. You can create unique campaigns based on key subscriber data points, such as their renewal count, products purchased/subscribed to, and any Shopify tags you create. 

Ready for your “shipping soon” emails to make more money? Check out our 14-day free trial.