Everyday Dose: Subscriptions on Autopilot
Everyday Dose is a wellness brand that exists to optimize your energy, mood, immunity, and gut health. Their flagship product, The Mushroom Latte, uses just a small amount of cold brew coffee as a flavor profile to deliver the true medicine underneath: functional mushrooms, collagen, and nootropics that contain 3x less caffeine than a normal coffee.
They recently celebrated one full year in business. And while Everyday Dose is proud of how much they've accomplished, it's focused on improving customer and product experience.
Subscriptions are at the top of that list, building a model that works financially and operationally smooth for their business. We caught up with Jack Savage, Everyday Dose's CEO, about:
How to deal with losing customer lifetime value when products don't work
Why excellent customer experience is the linchpin to building a thriving business
Leveraging word-of-mouth as a growth tactic rather than relying solely on paid ads
"Using Recharge was a nightmare for us; we knew we had to make a change. As a single-product brand, we're building the right foundation by using Skio for subscriptions as we scale our business."
When Customers Do the Talking For You
Everyday Dose primarily sells direct-to-consumer. While they have a handful of wholesale accounts, nearly all of their customers funnel in from Facebook and Instagram.
More important than spending money on the algorithms, though, Everyday Dose's most successful growth hack has, and always will be, word-of-mouth marketing on those apps.
"We've already cultivated a strong customer base using referrals," said Jack. "Our customers are great about mentioning us on Instagram or sharing us with their friends and family who are trying to reduce caffeine intake and become healthier. It's something that compounds for us."
"We spend thousands of dollars on Facebook and Instagram, and so it's important to retain every single one of the people that we bring on. That’s our north star.”
Recharge: Lost Data & Login Headaches
Everyday Dose initially started using Recharge, a subscription app DTC brands use to manage their customer subscriptions. Unfortunately, it created more problems than solutions for them. Jack and his team experienced:
Missing data: On ongoing occasions, customer credit card information would disappear from the platform, leading to lost sales.
Login issues: Broken links, 404 error pages, and confused customers became a common theme.
As a result of these technical issues, Everyday Dose was bleeding dollars and losing customers. And for a high-growth startup with a small team, they were constantly responding to customer tickets, losing their most precious resource: time.
"Answering redundant questions from our customers was eating our most precious hours. We wanted to push more products, and the last thing we needed was to be dealing with unnecessary technical errors every day."
Making the Wrong First Impression with New Customers
Beyond the lost time and capital, Everyday Dose knew they might be losing trust with their customers. In Jack’s words, trust and brand equity are extremely valuable for DTC merchants.
More specifically, customers who were happy with our product were suddenly at risk because of a poor user experience. Despite spending large amounts of money acquiring customers, those customers would ultimately churn if they didn't have a stellar subscription experience.
"As a customer, when you experience consistent technical issues, it can ruin the brand's reputation. It's a noisy world, and a good reputation is everything when a million brands are selling to you."
Enter Skio: A Streamlined Approach to Subscriptions
Finally, Everyday Dose transitioned over to Skio, and they haven't looked back. Since migrating over, they have experienced fewer customer service issues.
Spending less time resolving tickets means they can spend more time on:
Push subscriptions to customers without worrying the product will break
Explore new landing pages and A/B test other growth channels like SMS and email
Invest in product development to upsell happy and loyal customers
Everyday Dose has been thrilled with Skio's responsiveness when they need support. According to Jack, Skio implemented over seven feature requests for the ED team in just six weeks.
