Once every three months, I take our car to get an oil change.
I've been going to the same spot for almost two years now.
I love how fast they are, but what impresses me most is how they're upsell masters.
As one mechanic changes your oil, another starts inspecting your car and offering to replace what they find.
"Your cabin air filter has a lot of debris in it. You want a new one?"
"Your coolant is looking dirty. Do you want a flush?"
"Your windshield wipers are tattered. Want me to replace it?"
Most of the time, I say no.
But the last time I went that windshield wiper got me.
"Yeah, just change it for me…."
AOV-maxxing at its finest.
That leads us to today's issue.
I saw one of the best subscription upsell emails EVER, and I wanted to break it down.
This email comes from MUD\WTR, a functional mushroom beverage company that's built its entire business around subscriptions.
Four months ago, I started a subscription to see what their post-purchase journey was all about.
I'm breaking the entire thing down next week in a YouTube video, but today I want to focus on one incredible upsell email they sent me.
Check it out.
Subject: Exclusive Invite: Join the $1 Mud Club
The Copywriting Mechanics
Before we touch the copy, the timing matters.
It doesn't show up until 15 days after your second order.
By then, you've received two shipments and had plenty of time with the product. If you love MUD\WTR, this offer makes sense.
If you hate it, you're probably going to cancel anyway.
Not exactly a risky group to ask.
1. The subject line opens a curiosity gap.
"Exclusive Invite: Join the $1 Mud Club" makes you wonder what's inside and what the $1 buys.
Then you open the email and they immediately pay it off: Get MUD\WTR for $1 per serving.
2. They stack the benefits.
The offer isn't framed as "buy more stuff from us."
You get fewer refills, more savings, less waste, fewer emails, and a lower carbon footprint.
The discount gives you the rational reason to upgrade. Convenience, lower waste, and a smaller carbon footprint make the quarterly subscription feel like the smarter way to buy.
They're also hitting the identity of someone who cares about their body and the planet.
3. They make the upgrade stupid easy.
There's no subscription portal to click through or tempt you with options to change or cancel.
You reply with one word: "Upgrade."
Their team handles the rest.
They put the burden on customer service instead of the customer. Fewer clicks. Less time to second-guess it.
Done.
The Subscription Economics
The customer gets a better deal, but MUD\WTR wins big here too. Let’s break down the retention economics.
→ They get $90 upfront. Instead of collecting one month at a time, they pull three months of cash into the business right now. For an e-commerce brand paying for ads and inventory, that cash is huge.
→ They cut renewal reminders from 12 to four per year. Every upcoming renewal email gives the customer a reason to reconsider. By switching you to a quarterly subscription, there's only four chances per year for you to cancel
→ They turn three shipments into one. That's one fulfillment cost instead of three. Those savings can help absorb part of the 28% discount.
This is a perfectly executed upsell offer.
And they keep sending variations of this email a few weeks after every subscription that you get with them
In my experience, most subscription brands spend all their time trying to get the first subscription and have no clue what to do after that.
You can sell an add-ons.
You can introduce another flavor.
You can try to get them into a second subscription.
But if a quarterly option makes sense for your product, it can be a massive LTV booster for your brand.
Alright that’s all I got this week.
If your a subscription brand that’s struggling with first order cancellations and you need help fine tuning your post purchase experience - let’s talk.
I’ll catch ya further on down the trail,
Ben
💸 If you’re running a 7–8 figure eCom brand but it still feels like nothing’s working book a free strategy call with me Here.
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