When a customer subscribes to a product, that’s a reason to celebrate…
But many brands stop there.
Subscribing to Product A is the strongest possible signal that a customer is ready for Product B.
A Subscription Expansion Flow pounces on this moment, offering subscribers a second product that complements the one they already use.
It’s not an upsell for the sake of upselling… but, rather, a natural progression.
It takes advantage of “complete routine” logic, in which a customer needs the next logical product to create a full “range” or “routine” (such as a skincare routine or whisky collection).
The result is more recurring revenue, stronger retention, and customers that evolve from casual users into fully committed multi-product enthusiasts.
In this article, you’ll discover how the Subscription Expansion automation improves recurring revenue and retention, then learn the basics of building one.
Benefits of the Subscription Expansion Flow
The primary function of a Subscription Expansion Flow is to get subscription customers to broaden the SKUs to which they subscribe.
Unlike a Subscription Upgrade Flow, which merely gets them more of the same product…
This sequence broadens their horizons, creating a more comprehensive “routine” or “selection” of sorts.
Such a flow translates into several key benefits:
Improves LTV and Recurring Revenue
Getting a customer onto another subscription increases LTV and recurring revenue.
The benefit here is obvious — your “recurring revenue” floor raises. With more predictable revenue, you have more room to invest in new products, services, or projects that could unlock more growth.
But wait… will customers really get on a new subscription immediately? Won’t they just buy one-off first?
Well, subscribers might subscribe right away since they can cancel any time. Yet, since they already like your products and trust you, there’s a good chance they’ll stay on board.
Depends on the brand.
For example, a coffee customer is more likely to do a one-off of a new roast first (but hey, a sale is a sale). That’s merely the psychology of this particular product. They either like it or they don’t.
At worst, your Subscription Expansion Flow serves as another Subscription Renewal Flow by securing a one-off sale.
On the other hand, a supplement brand may have an easier time selling an immediate subscription since supplements don’t have an immediate “yes/no” experience.
Reduces Churn By Deepening Brand Engagement
Customers subscribed to multiple products are less likely to churn because they have a more “comprehensive” suite of products. In some cases, a “routine.”
That makes it harder to justify canceling, depending on the niche.
For instance, a skincare customer might subscribe to your flagship balm and a nighttime-specific one that offers relaxation benefits.
They can’t just cancel one or the other… or their routine breaks. They lose results. It’s not just the savings or convenience keeping them around anymore.
Exposes Customers to More SKUs
Subscription customers are valuable and easier to sell to. This provides a prime opportunity to increase exposure to other SKUs.
For instance, Heart & Soil’s flagship product is its Beef Organs desiccated supplements. It’s a broad product perfect for new customers.
Subscribers, however, may want to add a specific supplement to their routine. Perhaps something that helps with weight loss. Heart & Soil can cross-sell its Firestarter (weight loss) supplement.
As the customer becomes more engaged with the brand, they may stumble upon lesser-known SKUs, too.
Helps With Your Product Strategy
Every successful subscription cross-sell gives you a strategic data point. It helps you answer questions like:
- Which product is the natural “gateway”?
- Which product pairs convert best?
- Which product should be the hero SKU?
- Which routine sequences produce the highest LTV?
This helps you determine things like:
- What products to focus on most (such as what to make the front-end product to sell more and improve ROAS)
- What order to sell which products in
- Bundle opportunities (for evergreen or limited-time promos, one-off OR subscription)
- Selling points (what kind of “routines” or “lifestyle” combo benefits to push)
Over the long term, you can hone your product strategy to lift one-off and subscription sales.
Theoretical Examples of Subscription Expansions
Below are some bullet-point examples of ways a Subscription Expansion Flow could help you sell different subscription products (the reasoning/messaging).
If your niche is not listed, the underpinning mechanics and psychology are similar. Merely adapt for your niche and products.
Skincare
- “If your daily moisturizer is keeping your skin hydrated, add our Vitamin C Serum for brightening and improving tone.”
- “Seeing good results from your acne cream? Pair it with our gentle exfoliant to speed up clarity and prevent new breakouts.”
CBD
- “CBD salve offering daytime relief? Add our sleepy-time CBD tincture for full body support and relaxation before bed.”
- “If your nighttime gummies are helping you get restful sleep, try our morning recharge formula for clean energy and a clear mind.”
Coffee/Tea
- “Love your morning roast? Add a decaf subscription for afternoon treats without extra caffeine.”
- “Enjoying our signature blend? Expand your daily rotation with this seasonal single-origin.”
Candles
- “If you burn your clean-linen scent daily, add our complementary citrus scent to rotate between rooms.”
- “Loving your signature candle? Try the matching diffuser subscription for all-day fragrance without burning.”
Supplements
- “Slaying your lifts with our preworkout? Grab some of our protein powder to fuel your gains and continue growing.”
- “Seeing digestion improvements from your probiotic? The gut and brain are intricately connected — pick up our memory & brain formulation today.”
Meal Delivery
- “If our weekly entrées fit your routine, add breakfasts so your mornings stay just as simplified.”
- “Enjoying your steaks? Add a fresh seafood box to enjoy some surf and turf.”
Snacks
- “If you’re loving our monthly beef stick subscription, try the jerky box for more variety and on-the-go protein.”
- “Enjoying the meat chips? Add some pork rinds for a salty crunch.”
Pet Supplies
- “If your dog’s loving their organic food subscription, add our monthly treats for a healthy way to train and reward them.”
- “Using our joint supplement? Pair it with our omega oil subscription for skin, coat, and mobility support.”
How to Make a Subscription Expansion Flow
Here are the basics for building a Subscription Expansion Flow:
Triggers/Filters
This flow should trigger 15 days after their subscription for any subscription interval 30 days or longer…
Only after they have reached their second renewal (aka third order).
Shorter subscription intervals? A few options here:
- Don’t send this to them at all
- Leave it at 15 days anyway
The latter works out to a relatively normal sent time. It’ll fire the day after their second renewal (third order).
Biweekly will cause the same thing to happen, just further out.
Set up exclusion logic to ensure this doesn’t clash with the Renewal Reminder email in this case.
As for filtering people out…
Filter out those who edit items. If you can filter them out ONLY after they add to their subscription (may be harder from a technical perspective), even better.
Email Content
I aim for 4 emails here.
The first is a general cross-sell. It acknowledges what benefits their current subscription delivers…
Then suggests 3 subscriptionable products. Reiterate that those products do not compete, but complement their current one.
Emails 2-4 each sells one of these products.
The angle or theme is up to you. This’ll vary by niche
Segmentation
A general flow is good enough to start. It should go to ANYONE with a subscription who meets the criteria, yet assume the recipient is subscribed to your top seller.
By definition, it has the highest likelihood of being the customer’s current subscription.
As for which products to choose…
I’d recommend your top 3 sellers after your top seller. In other words, products 2-4 in your top-selling list.
They are definitionally easier to sell. Yet you can assume that statistically, the recipient is already subscribed to the top-seller.
Yes, that means they may receive an email selling a subscription they are already on, if you can’t get the logic right to screen for that (that could take a lot of flow duplication and hyper-specific, product-based personalization).
At worst, they ignore one email or click through and check out your site.
There are diminishing returns building custom Subscription Expansion for every product.
But later, you can build them for your top 3-4. You’d merely need to clone and swap out an email in each.
That said, you can test lesser-known SKUs if you’d like. This could be a good way to see if you have any “slept on” products that customers love.
Turn Single-Product Users Into Full-Stack Subscribers
Your subscription expansion flow is not an excuse to shove more products onto customers. It helps them build a complete routine, range, or collection that customers already rely on.
When you connect the dots between subscription products for customers, it deepens their loyalty and cuts churn while growing your recurring revenue base without proportionate acquisition cost increases.
And look:
These customers are among your warmest. Depending on the product, it’s not too hard to get some portion of them to jump on another subscription immediately. At worst, they buy it one-off and then upgrade to a subscription later.
So if you have multi-product categories and can find the logic in buying several products within a category…
The Subscription Expansion Flow will be a nifty tool in your email toolbox.
What To Do Next
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