From Trial to Subscription: What Works (And What Doesn't) - A Conversation with Jose Vigo Titelbild

From Trial to Subscription: What Works (And What Doesn't) - A Conversation with Jose Vigo

From Trial to Subscription: What Works (And What Doesn't) - A Conversation with Jose Vigo

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 Free trials are everywhere in DTC, but most brands struggle with what matters most: turning trials into full-price buyers and subscribers. In this episode of Subscription Prescription, I’m joined by Jose Vigo, founder of Healthy Metal, a magnesium sleep brand built around sachets and a “try it first” acquisition strategy.

We unpack how a shipping-only trial can work, what drives conversion after the sample arrives, and the practical systems that bring customers back. We cover:
  • How Healthy Metal uses a shipping-only trial to acquire new customers
  • What actually influences trial-to-full conversion (product experience, price, and expectations)
  • The post-trial follow-up stack: inserts, email flows, retargeting, and flash offers
  • Testing direct mail with Paperrun, including a “personal letter” vs discount mailer experiment
  • Offer page experimentation in Replo, choice reduction, and AOV tradeoffs with multi-box subscriptions
  • Why sometimes breaking “best practices” is exactly what makes a model work
Connect with Jose here: https://www.linkedin.com/in/josevigocasais/

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