If I were you, the first thing I'd do is build a one-click add-on offer directly into your customer portal. It's the single highest-leverage place to start because your subscribers are already there, and they are expecting to see special treatment.
I'd start there because, as Jay Myers points out on both Shopify1Percent and Honest Ecommerce, a study found that 92% of subscribers wish they had more opportunities for monthly add-ons. This isn't about being pushy. Your customers subscribed because they like what you sell and they want more of it, especially if it feels like an exclusive perk. Your customer portal is one of the most valuable pages on your website, and not having an offer there is a huge missed opportunity for engagement and revenue.
In week one, I’d get a simple offer live in the portal. It could be for a related product, a new flavor, or just a subscriber-only discount on an existing item. The most important part, as Jay Myers explains, is making it a "one-click add." They shouldn't have to re-enter payment or shipping info. It should seamlessly add the item to their next scheduled delivery. This frictionless experience is key.
In month one, I’d build on that by creating a simple, automated email that goes out a few days before their order is set to renew. This email would remind them about their upcoming shipment and highlight that month's exclusive add-on. As Patty McLaren mentioned on eCommerce Evolution, the portal is a perfect place to showcase new things and increase your customer lifetime value. This email drives traffic to that experience.
I would completely ignore the impulse to build out a complicated, points-based loyalty program. While those can be valuable, they are a much bigger project. The simple act of creating an exclusive offer does more to build loyalty than many complex systems. On Shopify1Percent, the hosts make a strong case that a small, thoughtful gift or offer can be far more powerful.
The specific trap I would avoid is making generic offers that don't feel special. A subscriber should feel like they're getting inside access. If the add-on offer is just a standard product at its normal price, it misses the point. They chose to subscribe, and as Kurt Elster says, they expect to see deals and products that regular customers don't. Make it exclusive, make it easy, and you're not just selling more, you're giving your best customers what they already want.
