A marketing plan template for subscription commerce.
Meal kits, subscription boxes and replenishment brands that sell on a repeating order (Recharge, Shopify subscriptions, Stripe Billing). Subscribe vs one-time, skip and pause, cancel saves, failed payments and reactivation.
What you start with.
A starter strategy
Subscription growth, with goals you can edit.
- Acquire subscribers efficiently
- Get more first boxes to a second
- Keep subscribers ordering
- Win back cancelled subscribers
15 audiences
Labels for who you market to.
- Lookalike of long-tenure subscribers
- Home cooks and busy households
- Site visitors, last 30 days
- Looked at plans, did not subscribe
- One-time buyers, no subscription
- New subscribers, first weeks
9 conversion events
The events your results are measured by.
- First order
- Subscription started
- Recurring order paid
- Email sign-up
- Order skipped
- Subscription paused
8 objectives
- Brand awareness
- First-box acquisition
- Turn one-time buyers into subscribers
- Second box
- Prevent churn (skip, pause, cancel)
- Failed payment recovery
- Cancelled-subscriber winback
- Refer a friend
2 starter plans
- Always-on subscriptions: Reach, retargeting, one-time-to-subscription, first boxes, churn prevention, payment recovery, winback and referrals.
- Churn defense: Moments where subscribers drift: skips, pauses, cancel attempts, failed payments, and coming back.
Everything here can be renamed, replaced or removed, and applying a template never overwrites what you have already set.
Start from this template.
Pick it in setup, review the starter strategy, and edit from there.