Rachel’s Interview
Our interview with Rachel from Awe Inspired.
What metrics have improved since launching with Subscribfy — LTV, retention, recurring revenue?
LTV was the big one for us, but other metrics we saw improving since launching with Subscribfy were AOV, Retention Rate, and CVR.
How does the membership model support your broader goals (e.g., margin, repeat rate, brand stickiness)?
Like most DTC brands, it's a crowded space and not sustainable to constantly spend acquisition dollars without a strong retention foundation. When we launched our Membership program with Subscribfy, we understood the problem - but wasn't sure yet of what the solution was. After trying a few other things as well including relaunching a points based Loyalty program and revamping all our retention logic and messaging, Subscribfy pulled out ahead as the clear driver and culmination of our retention efforts (and was where our repeat customers and brand loyalists were naturally gravitating towards). With that early success, we moved to streamline our retention efforts around our Membership program since it had the earliest and best metrics pulling out ahead of a business-as-usual/control group. Since doing that, our program has only continued to grow with the guidance and expertise of the Subscribfy team - along with our LTV and repeat rate.
Was there a moment or result that made you feel this investment paid off?
I was optimistic early on when we went live with the program, since we saw an immediate higher AOV as well as general interest + a strong opt-in. Later on though, seeing the consistent LTV increases and below benchmark churn shows our investment is continuing to pay off.But what really makes me go "this is working" is our continued customer reviews of the Membership product. The program really resonates with our customers - there were too many to pull, but some of my favorite reviews are:
"Great discounts and rewards! I have really enjoyed the benefits of being in the Goddess Circle; early access to purchase for sure to be hot pieces, early access to sales, and that wonderful percentage off all purchases have been a joy both for gifting to others and to gifting to myself!"
"Very recommended! Useful if you plan on buying a few different items (and aren't super wealthy, so it's something you'd be doing over time/during sales)"
"I'd say the membership is worth it. I have to wait for sales, and the notifications for that are really useful, since items sell out so quickly and then don't come back for some time (or at all, in some cases). The discounts you get with the membership definitely add up after a few purchases and make the fee worth it."
"5 star rating! Great program! At first I didn’t think it would be worth it to do The Goddess Circle, but then there was so much that I wanted and it felt like a savings plan for jewelry. When I got my first pieces, I was truly impressed by the quality. I wear my goddesses every day and get so many compliments."
"I love AWE! I started The Goddess Circle and it allows me to purchase the jewelry I love at a discount. And you get free gifts with purchases over $250!!"
"Overall, I think it’s a nice program. I like that it can be paused easily."
"Love The Goddess Circle! I love the exclusive access and discounts! I’ve been saving my in store credit for new pieces I simply can’t say no to."
"The Goddess Circle program allows me to pay over time for meaningful pieces! I love the membership!"
"When spending hard earned money on pieces, knowing it’s free shipping and handled with the upmost care is amazing peace of mind. Also, having access to new pieces before everyone else…now that’s not bad thing. Awe values their customers!"
"So worth it! I save so much using this membership!"
"Love the idea of this, it’s like a savings account to buy jewelry!"
"I’m so glad I joined The Goddess Circle! It makes collecting charms super affordable and fun. The 10% discount never gets old, and free shipping is just the icing on the cake."
"Great discounts and rewards! I have really enjoyed the benefits of being in the Goddess Circle; early access to purchase for sure to be hot pieces, early access to sales, and that wonderful percentage off all purchases have been a joy both for gifting to others and to gifting to myself!"
"Very recommended! Useful if you plan on buying a few different items (and aren't super wealthy, so it's something you'd be doing over time/during sales)"
"I'd say the membership is worth it. I have to wait for sales, and the notifications for that are really useful, since items sell out so quickly and then don't come back for some time (or at all, in some cases). The discounts you get with the membership definitely add up after a few purchases and make the fee worth it."
"5 star rating! Great program! At first I didn’t think it would be worth it to do The Goddess Circle, but then there was so much that I wanted and it felt like a savings plan for jewelry. When I got my first pieces, I was truly impressed by the quality. I wear my goddesses every day and get so many compliments."
"I love AWE! I started The Goddess Circle and it allows me to purchase the jewelry I love at a discount. And you get free gifts with purchases over $250!!"
"Overall, I think it’s a nice program. I like that it can be paused easily."
"Love The Goddess Circle! I love the exclusive access and discounts! I’ve been saving my in store credit for new pieces I simply can’t say no to."
"The Goddess Circle program allows me to pay over time for meaningful pieces! I love the membership!"
"When spending hard earned money on pieces, knowing it’s free shipping and handled with the upmost care is amazing peace of mind. Also, having access to new pieces before everyone else…now that’s not bad thing. Awe values their customers!"
"So worth it! I save so much using this membership!"
"Love the idea of this, it’s like a savings account to buy jewelry!"
"I’m so glad I joined The Goddess Circle! It makes collecting charms super affordable and fun. The 10% discount never gets old, and free shipping is just the icing on the cake."
How do you see memberships fitting into your brand’s long-term strategy?
Transparently, our membership program did start out as a test. But I'd say after the first quarter of going live with our program, we had so much internal excitement about it that we hinged a big part of our 2026 promo and product launch strategies around the membership program.So I'd say now it is a CORE part of the business, and we're continuing to focus efforts on our Members. This area of the business continues to outperform - a recent example is when we did our first early access member's only sale, and that early access drove more revenue than we projected. So now we're planning on a full member's only sale later this year!
If you were recommending Subscribfy to another exec, what would you say in one sentence?
If you feel like the traditional e-commerce tactics you're doing are getting stale, take the chance on a Membership program with a team that built business on Membership programs - Subscribfy.
What more would you like to see from us? New features, analytics, reporting, done-for-you flows?
Usage and integration of AI for predictive customer behavior and program optimization. Revenue modeling and projections based off of program analytics. Out-of-the-box built for you retention flow logic. Self service widgets management (to edit onsite widgets ourselves, add program rules etc).