Key takeaways
- IM8 scored 64 out of 80 on 48 subscription checkpoints, with two frequencies and the same discount on every product and bundle.
- IM8 publishes six months of subscription gifts on the product page before checkout, so subscribers know what arrives in months 2, 3 and 5.
- IM8 loses points for onboarding with no results timeline, flexibility mentioned once and never explained, and leaning on celebrity over ingredients and science.
I am obsessed with IM8.
They built a $188M subscription engine in just 18 months.
A while back I sent you their investor numbers. 79% subscribe on the first order. 81% of revenue from repeat.
That was the deck talking.
This time I went to the site and scored their subscription program itself. 48 checkpoints across 8 dimensions, all from public data.
They score 64 out of 80. Strong, with room to climb.
We’ll see what they’re doing right, and what they’re doing wrong.
And what you can learn from a $188M+ subscription brand.
The offer engineering is world class. Two frequencies. Cadence matched to consumption. The same discount on every product and every bundle, so nothing in the messaging contradicts anything else.
The gifting roadmap is the best I have seen. Six months of gifts published on the page before you subscribe. You know what arrives in month 2, month 3, month 5.
And the part I keep thinking about: they never talk about subscription benefits. The page pitches a daily habit that happens to arrive every month.
They lost points in three places:
Onboarding never sets a timeline. Day 14, day 30, day 90, nothing.
Flexibility is mentioned once and never explained.
Over-indexing on celebrity. Less about the ingredients and the science.
18 months old. 80,000 paid subscribers. Beckham, NASA, Mayo Clinic.
Endorsement gets you the first order.
Retention gets you the twelfth.
If you want your own program scored the same way, book a live session below. Same 48 checkpoints, and you get the ranked list of what to fix first.
