Many customers find that there is so much to love about subscription boxes. Unlike the products that could be bought from a store, subscription boxes offer a more exciting experience by making customers check their mailboxes for the monthly delivery.
From niche businesses to mega-retailers, companies are jumping on this bandwagon to gain new subscribers and build a dedicated following. If you are looking to do the same for your business, you are in the right place.
In this article, we will share some of the best marketing practices for subscription boxes to ensure you do it right the first time around. You will also get to learn what characteristics make up a good subscription box and why both companies and consumers love these kinds of products.
For a quick overview, do check out this video first:
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Defining Subscription Boxes
But first, what exactly is a subscription box?
A subscription box is a recurring physical delivery containing curated niche-oriented products. These items are all packed in a box specially designed to create a personalized experience.
It is also cheaper than the total price you have to pay if you buy the same number of products from a store.
It is primarily a consumer retail concept and not so much of a business model. However, here are some more traits that can give a more definitive meaning of what a subscription box is and the advantages they offer to both businesses and consumers.
What Makes a Great Subscription Box Service?
1. It is regularly delivered to you.
What makes a subscription box so appealing is that it is delivered physically to customers on a regular basis. One could compare it to unwrapping a present, which becomes a treat due to a physical interaction with it.
2. It requires a recurring subscription or membership.
As the name implies, a recurring subscription or membership is necessary to be eligible to receive it.
3. It offers a ton of value.
Many consumers could probably describe a subscription box as a “monthly delivery of cool stuff that I like in a box.” This value comes more from the curation of multiple items in the package and less about the actual products themselves.
4. There is an element of surprise.
A bit of thrill often delights the best of us. It triggers anticipation and excitement in customers, and even more so if it has at least one mystery item in the box.
It also makes an excellent opportunity for brands to test and release ‘teaser products/sneak peeks’ to promote new items. Loyal customers would also get a chance to test them out before the rest of the world does. Talk about exclusivity!
5. It’s time for underdogs to shine.
Subscription boxes offer customers a chance to discover items they have never seen or tried before. In this case, it is a fantastic opportunity for brands to put their under-rated products into the spotlight. If the product is good, then it deserves to be known.
6. Curation is the key.
Subscription boxes are notable for their thoughtful curation of various products, in a specific niche or category. Customers are also reassured that the items in the package will not be completely random.
The most ‘curated’ subscription boxes undergo a more critical and thorough examination. This advantage manifests in three distinctive ways. It could be customer-influenced curation, thematic-based curation, or expert curation.
7. More bang for the buck.
Getting a subscription box means more savings on the price paid for the box versus the total retail value of the items inside. This is vital as customers need to feel that they are getting a great deal on the products in their box.
8. Thoughtful presentation
Everyone can pack an item and send it off to their customers without breaking a sweat. But it is the presentation that counts, especially to distinguish your brand from other mediocre sellers.
We are talking about both aesthetics and functionality – starting from the outside wrapping (like creative packaging design, personalized cards, stickers, etc.) and the way products are arranged inside, to how carefully it was packed to avoid any external damage.
When such an eye-pleasing subscription box is delivered to customer’s doorsteps without a scratch, it also becomes a more exceptional and delightful experience for them to receive it.
9. Convenience is a plus.
Ordering subscription boxes means it will be easier and more effortless for customers to get their hands on the items that solve their daily needs.
Consumers often have many options to choose from, so subscription boxes take away the mentally tiring process of deciding which product to buy and get quality products, curated by experts, sent right to the doorstep.
For example, busy men could easily get their grooming products without having to purchase them one by one every single time.
Examples of Popular Subscription Box Services
Birch Box
Birch Box is a brand dedicated to bringing fun in finding beauty and grooming products. It mainly caters to all people who lead hectic lives and often do not prioritize beauty and grooming due to their busy lifestyles.
A customer joining their subscription also becomes a community of their community who all want to take better care of themselves, feel beautiful, and have access to quality products that will help them do just that.
Their team of experts handpick every sample, simplify instructions, demystify ingredients, and are ever-ready to answer all questions.
Dollar Shave Club
Stepped foot into the male grooming industry in 2011, Dollar Shave Club has innovative head-to-toe solutions for top-shelf male grooming products.
Their subscription boxes are curated only with a premium and complete product line that men can mix and match for their routine. They also allow consumers to cancel online easily. Members also get free shipping on razors, exclusive savings on their website, and gifts or rewards on a member’s birthday.
With flexible delivery dates, no hidden fees, a 30-day money-back guarantee, and a professional team to answer possible questions, there is no doubt Dollar Shave Club is winning their customers’ hearts.
Roccabox
Staying put-together has never been easier or more affordable with Roccabox. A subscription to their beauty box costs as little as £10 ($14.14/ €11.66) a month (when you sign up for 12 months).
It is one of the most affordable beauty boxes around. One box holds a little bit of everything, from nails, make-up, skin, and body care (even hair accessories).
And for those who don’t want to commit to a long-term subscription, there is an option to try their one-off limited edition sets.
Marketing Strategies for Subscription Box Services
Now that you know what features make a good subscription box , it is equally important to understand how to market subscription box services well.
Below are some of the most helpful marketing strategies you should employ when you are ready to promote your subscription box.
Get Social With Influencers
Partnering up with the right social media influencers is one of the easiest ways to be seen by millions of users worldwide.
Reaching out to influencers who are in your niche will drive more attention to your products and make your time networking much better spent.
The social endorsements from these big players will attract their following to your space, and your products add value to them in return.
Connect Through Content
As people browse through their social media, they are looking for a space to connect. Ensure you are one of them and get a conversation to befriend them and give them something of value.
The phrase “Sharing is caring” goes both ways. Don’t just wait for people to share your social media posts. Go ahead and repost your customer’s content when they tag you too. Everyone loves a bit of acknowledgement from their favorite brand.
Select the Best Channels for Your Brand
While using social media as a marketing strategy hardly costs anything, it takes a lot of time and effort to build high engagement rate.
Save up on time and money by choosing only a few platforms that suit your brand and where your target market is more likely to hang out.
Do Some Paid Advertising
While startups may be hesitant about this strategy, putting aside a small budget to have some paid ads with Google AdWords or Instagram/Facebook is well worth the investment, that is, if you want to be on the express lane to building awareness and driving sales for your brand.
You can eventually scale up your paid advertising cost to substantially generate hot leads and expand your subscription business.
Offer Free Giveaways
Often, nothing gets consumers’ attention more than getting free stuff. Allow them to sample and find out how great your products are to create a demand.
It is a surefire way to accumulate plenty of membership signups afterward. You can create a landing page to promote the free trial for added visibility.
Be sure to give some of those to the influencers you meet and befriend, too. Asking them to promote the product and broadcast their feedback will have your brand get noticed by their followers.
Blog About It
There are so many tactics you can hit with this one strategy. You can talk about your subscription box, its items, unique selling points in full detail in blog posts. .
Make sure to insert eye candy and shareable photos and videos that go well with the blog, implement on-page and off-page SEO strategies, build up your email list, use plug-ins to share them on social media easily, and so on.
You can also try guest blogging. Writing a blog post on a popular site will have you gain better, highly-relevant traction. Adding in some other promotions like discount coupons sweetens the deal for first-time customers even more.
To Sum It Up
Niche businesses and mega-retailers are readily embracing the use of subscription boxes as part of their marketing.
For beauty brands, having a subscription box allows customers to try out other products they otherwise would not have ordered themselves. It is also a smart strategy that lets your lines of products get more exposure and allows you to connect with your audience more personally.
With a thoughtfully presented, carefully curated subscription box, you will create a loyal following as well. All it takes is to follow some of the subscription box best practices to ensure you achieve the success your business deserves.
Should you ever need professionals who can help you with your company’s content marketing strategy, we are but a message away!
Header Image Source: Photo by Sincerely Media on Unsplash
How did you like May Thawdar Oo’s blog post “9 Reasons Why You Should Create a Subscription Box for Your Brand”? Let us know in the comments if you have anything to add, have another content idea for beauty content marketing blog posts, or just want to say “hello.” 🙂
