Launch Your Box Podcast with Sarah Williams | Start, Launch, and Grow Your Subscription Box

Are you 30 days away from launching your subscription box?

Whether you’re launching for the very first time or opening up to new subscribers again, these steps will help you build momentum, stay focused, and launch with confidence.

When you commit to a specific date—and announce it to your audience—everything shifts.

You create urgency.

You focus your content.

You hold yourself accountable.

So go ahead—circle it on the calendar and tell your people what’s coming.

Email matters. Even if your list is small.

Building know/like/trust happens in the inbox.

Here’s what to do:

And in every single email?

Make your call-to-action: Join the waitlist.

Haven’t started building your email list yet? Prioritize it now.

Video builds trust fast—and gives you a powerful tool for retargeting.

Go LIVE on Facebook. Post reels on Instagram. Share behind-the-scenes stories. Show packing day, talk about your why, or just let people see you.

You can repurpose what you’re emailing or posting and bring it to life through video. When people view even 3 seconds, you can retarget them with ads later. So the more you show up, the more your future customers get to know you.

And again—make your call-to-action: Join the waitlist.

Your waitlist is not just a page. It’s the heartbeat of your launch.

These are your warmest leads—your future VIPs. So treat it like the powerful tool it is.

Make it the one thing you're asking people to do every day.

And if you’re planning a bonus or early access offer? Use that to create urgency and get more people signed up.

Getting people to join your waitlist is only step one. You’ve got to keep the energy going.

Send a short email sequence that makes your future subscribers feel seen, excited, and ready to buy when you open the doors.

Here’s a simple plan:

Even with a small budget, running the right kinds of ads can help you grow faster.

Ads aren’t just for launch week—they’re a great way to fill your funnel in the 30 days leading up to it.

These 30 days? They’re your prep time.

You’ll thank yourself when you’re in the middle of your launch and you’re not scrambling to “catch up.”

These six steps aren’t just for launch season—they’re what you should be doing year-round to build a thriving subscription box business.

Whether you're launching for the first time or re-opening your subscription, this episode will help you show up with confidence and a clear plan.

Join me in all the places:    

Are you ready for Launch Your Box? Our complete training program walks you step by step through how to start, launch, and grow your subscription box business. Join the waitlist today!

Whether you’re just getting started or dreaming of your next big milestone, this conversation will encourage you, motivate you, and inspire you . We talk about how they built momentum, what they focused on (and what they let go of), and the mindset shifts that helped them scale without losing their sanity.

Kristy launched Kristy’s Craft Room in 2019 by simply doing what she loved — crafting and building community. She hosted in-person craft nights that quickly moved online just before the pandemic hit. When everyone was suddenly at home in spring 2020, Kristy’s classes exploded.

At first, she wasn’t selling anything. Her audience had to convince her to start offering craft kits — and when she did, they sold like crazy. After hearing me speak at an event, she realized she could turn this into something sustainable… and launched her subscription box.

In 2024, Kristy faced some real-life challenges — aging parents, kids leaving home, and a business that had started to take over her time. Instead of pushing harder, she pulled back. She paused one-off product launches and went deeper with her subscribers.

She offered behind-the-scenes content, created FOMO with unboxing videos, and focused on nurturing her core community. And guess what? She still hit $1 million — and had more time to spend with the people she loves most.

Stacey’s story starts even earlier — she began painting custom furniture in 2013. By 2017, she pivoted online, going LIVE with decorating tips and DIYs, and her audience grew quickly.

She launched her subscription in 2018 with just 20 subscribers. Today, 1,100+ members strong, her community is one of the most loyal I’ve ever seen.

But in 2024, Stacey hit a wall with growth. Getting new subscribers was tough. So instead of spending her time and energy chasing new subscribers, she focused on the people who already loved her.

She gave them exclusives, launched new offers just for them, and stopped trying to do all the things. She focused on growing her main thing — and it worked.

What I love most is that both Stacey and Kristy set this goal in 2023… and missed it.

But they didn’t give up. They came back in 2024 — a year full of challenges for both of them — and hit that milestone by staying focused and trusting the process.

This episode is full of those kinds of reminders — that you don’t have to do everything. That your subscribers are your most important customers. That leaning into what’s working beats chasing everything else.

Let this episode be your inspiration.

These two amazing women are proof. And I couldn’t be more proud of them.

Whether you're just getting started or dreaming of your next big milestone, this conversation will light a fire under you.  Grab your earbuds and come join us.

Past episodes featuring Kristy and Stacey: 

Find and follow Kristy: 

Find and follow Stacey: 

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Are you ready for Launch Your Box? Our complete training program walks you step by step through how to start, launch, and grow your subscription box business. Join the waitlist today! 

What if I told you writing six simple emails once could bring ongoing revenue into your subscription box business? 

There are three email automations (also called flows or sequences)every subscription box owner needs to have in place. Write these once and they’ll work for you for a long time. 

If you’ve listened to my podcast, seen me on social media, or read my blog, you know I like to keep things simple but effective. That’s why I recommend that each automation needs to be only two emails. 

The three types of email automations you need are: 

Each email has a purpose. Each email contains a call to action. Each email needs to connect with your audience, engage them, and encourage them to take action. 

These email automations - plus the bonus automation I tell you more about in this episode - account for a full 5% of my monthly revenue. 5%! That’s a lot of revenue coming into my business that requires no work from me. I wrote the emails once and they keep working for me… month after month. 

Join me for this episode as I share more details about each of the three types of email automations you need to put in place right now. Learn what to put in each email and how to write subject lines that get noticed. 

Important Links: 

Join me in all the places: 

Are you ready for Launch Your Box? Our complete training program walks you step by step through how to start, launch, and grow your subscription box business. Join the waitlist today! 

Spring is here, and it’s the perfect time to bring in some extra revenue—even if you don’t add any new subscribers. In this episode, I’m sharing two super simple, super effective ways you can generate quick cash flow this season by creating limited-time, one-time boxes your audience will love. These strategies work, whether you want to clear out inventory or make the most of gift-giving opportunities.

Spring is the perfect time to launch limited-time boxes to bring in extra revenue and keep your audience engaged. Two of my favorite spring offers are Mother’s Day Gift Boxes and Spring Cleaning Mystery Boxes. They’re easy to curate, fun to promote, and they provide an injection of cash into my business.

One-time boxes serve a specific purpose in your business, giving you a quick revenue boost without the need for new subscribers. 

One-time boxes are:

One-time boxes require you to temporarily shift your focus from recurring subscriptions to creating hype and excitement around these one-time purchases.

Mother’s Day is like Christmas in May for your business. Make the most of this gift-giving holiday and create one-time boxes. Some examples that have worked great for me and members of Launch Your Box include: 

“Treat Yourself” boxes for moms to buy for themselves (because yes, moms will buy for themselves)

Sarah’s One-Time Mother’s Day Box Pro tips:

Turn extra inventory into profit—without running a clearance sale. Mystery boxes:

Spring Mystery Boxes Pro Tips:

Marketing these seasonal boxes doesn’t need to be complicated. Keep it simple and show up.  

Pick one of these seasonal box ideas and::

Grab your notebook and join me on this episode as we talk through Mother’s Day Boxes, Spring Cleaning Mystery Boxes, and how to use both to re-engage your audience, boost sales, and build even more excitement around your subscription box business. 

Join me in all the places:  

Are you ready for Launch Your Box? Our complete training program walks you step by step through how to start, launch, and grow your subscription box business. Join the waitlist today! 

When Jane Wild of Jane’s Agenda first joined me on the podcast in Episode 92, we were celebrating a huge milestone: 500 subscribers to her planner subscription. That was a big deal—and one that meant Jane had to start doing things differently in her business.

Now she’s back, and her numbers have more than doubled. With 1300 active subscribers and an 85% growth rate in 2024, Jane is sharing exactly how she got here—and what she’s doing to scale intentionally in 2025.

When the pandemic hit in 2020, Jane’s one-off planner sales dropped off. After all, no one had anything to plan. So Jane created a subscription box to give her customers something to look forward to—and some much-needed structure in uncertain times.

Reaching 500 subscribers was a major turning point. Jane had to shift from small-scale planning to:

Those changes laid the foundation for what came next.

The secret to Jane’s growth? Consistency and connection.

Jane committed to going LIVE 2–3 times a week, every week. Not just random LIVEs—she scheduled them in advance, gave each one a purpose, and showed up even when she felt nervous or unsure.

This consistent visibility:

Jane also ran a KingSumo giveaway, following the step-by-step training inside Launch Your Box. The result?

Giveaways aren’t just about free stuff. When done right, they build your list, generate excitement, and drive conversions.

Jane uses a closed-cart model and leans hard into:

She keeps a waitlist and creates serious FOMO with high-value, wow-worthy products her audience doesn’t want to miss. And when her box hits its anniversary each September? She celebrates BIG—with a special edition box and a major sale in her online shop.

Jane’s success didn’t come without some hard lessons. She realized:

Now she’s building out SOPs, instituting team reviews, and cultivating a culture of "Why are we doing what we’re doing?" Oh—and she’s taking weekends off.

If you’re in that 300–500 subscriber range and feeling like you’re about to outgrow your systems, Jane has some advice:

Join me for this episode as I check in with a past guest whose subscription has grown from 500 to 1300 subscribers since our last interview. Find out what’s behind that growth and why canceling is “never about the money.”

Listen to Jane’s first interview on episode 92.  

Find and follow Jane: 

Join me in all the places:    

Are you ready for Launch Your Box? Our complete training program walks you step by step through how to start, launch, and grow your subscription box business. Join the waitlist today!

Audience building should always be on your to-do list. Whether you already have a subscription box or you’re just getting started, consistently work to reach and engage new people. 

One audience building strategy I teach inside Launch Your Box is to run a giveaway on social media. I use a free, easy-to-use software called Kingsumo to run my giveaways a couple of times a year. My last giveaway added 1500 people to my email list!  

When you run a giveaway, follow four simple steps 

There are rules for running giveaways on social media. You need to be aware of these rules and follow them. 

Every week inside Launch Your Box, members are setting up and running giveaways. It’s one of the best things you can do to jump-start your audience building no matter where you are in your subscription box journey. 

Join me for this episode as I talk about why you should run a giveaway as part of your audience building strategy, the steps to follow to make it a success, and the important rules you need to follow! 

Important Links: 

Join me in all the places: 

Are you ready for Launch Your Box? Our complete training program walks you step by step through how to start, launch, and grow your subscription box business. Join the waitlist today! 

As subscription box business owners, we wear all the hats—marketing, customer service, tech, fulfillment—you name it, we do it. But trying to do everything can hold you back from growing your business. That’s where hiring help–a Virtual Assistant (VA) or a Digital Marketing Assistant–comes in.

If you've been thinking about hiring help but aren’t sure where to start, this episode is for you!

I sat down with Emily Reagan, who specializes in training smart women to provide digital marketing services to online business owners. Inside her Digital Marketing Assistant School, Emily teaches the core marketing skills businesses need, from SEO and blogging to email marketing and funnels and so much more. She also runs the Digital Marketers Workgroup, where experienced freelancers continue honing their skills. Emily brings online business owners’ needs to her experienced freelance digital marketing assistants, often resulting in a match made in online business marketing heaven!

I turned to Emily to hire my first VA who is still on my team many years later and has grown far beyond her original VA title and role. 

You’ve probably heard the term Virtual Assistant (VA) before—it’s a general term for anyone working remotely to help a business. A Digital Marketing Assistant is a specialized VA who focuses specifically on marketing tasks that drive growth for online businesses.

A Digital Marketing Assistant can help with:

In short, they help you get more done in less time—so you can focus on growing your subscription box.

If you’re thinking: I’m not ready to hire someone yet, the truth is that by the time you feel ready, it’s already too late.

You don’t have to hire a full-time employee. Start small! My first VA worked just 10 hours a week, and she got SO much done in that time. These team members often work faster and take things off your plate—especially those tasks you keep putting off. (I’m looking at you, tech stuff!)

Instead of feeling overwhelmed and unproductive, focus on the things you love to do and those things that will move your business forward. And delegate the rest. 

Where do you even find a digital marketing assistant for your subscription box business? Emily makes it easy—just head to hireaunicorn.com and post a job. Up to 10 digital marketing assistants will reach out, and you can get on Zoom or Google Meets and have a conversation with the ones who seem to be the best fit.

Sarah’s tip: Personality matters. You want someone who’s not only skilled but also a great fit for you and your business.

Hiring a digital marketing assistant is just the first step—making it work is just as important. Give both of you the best chance of success by: :

Emily said it best: “No one successful does it alone.” And something I say inside Launch Your Box and Scale Your Box: Hire before you feel ready. Because if you wait until you finally feel ready, you’ll already be drowning in tasks that could have been delegated months ago. 

Find and follow Emily: 

Join me in all the places:    

Are you ready for Launch Your Box? Our complete training program walks you step by step through how to start, launch, and grow your subscription box business. Join the waitlist today!

Are you relying solely on automations to recover failed payments? If so, you are losing money and experiencing unnecessary churn in your subscription box business. Business is personal. Recovering failed payments needs more than just automation - it needs a personal touch. Your personal touch. 

Think about how much time, energy, and money you spend getting new subscribers. How much time and energy are you willing to spend to keep them? In my subscription business, we use a combination of automations and personal outreach to follow up on failed payments. The result? Each month we recoup 98% of our bounced payments. 

Keep in mind, most failed payments are not due to subscribers wanting to cancel or intentionally not paying. Credit cards expire and need to be updated. Other things happen that unintentionally cause payments to fail. Assume subscribers want to stay with you and just need help updating their info. 

Every subscription box business should have a failed payment automation set up. You can do this directly in your subscription platform or CRM. The goal is to recover as many payments as possible through automation, reducing the time spent manually recouping payments via personal outreach. 

The automation process we use in my subscription box business is set up like this: 

At this point, we start working through the list of remaining failed payments with personal touch points. 

Now we’re ready to run one last automation. 

We follow this plan every month. And every month, we recoup 98% of our failed payments. 

Business is personal. Don’t forget the importance of a personal connection point when working to retain your customers. Business is also business. Don’t leave money on the table. Following up on bounced payments reduces involuntary churn and retains more recurring revenue. 

Join me for this episode as I talk you through the automations combined with personal touches process I use to recoup 98% of bounced payments every month.  

Important Links: 

• 6 in 60 Workshop 

Join me in all the places: 

Are you ready for Launch Your Box? Our complete training program walks you step by step through how to start, launch, and grow your subscription box business. Join Launch Your Box today! 

When I first started my subscription box, I thought I was selling cute products.  I didn’t realize my audience wasn’t just buying things—they were buying transformation. They wanted to feel confident, stylish, and put-together, but my messaging wasn’t reflecting that. 

Making that shift—from selling products to selling a feeling—was one of the biggest game-changers in my business. And it can be the biggest game changer in your business, too. 

The person who helped me understand the need for this shift in messaging was my very special guest on this episode, my mentor Stu McLaren.

Stu McLaren is the go-to expert when it comes to creating and scaling profitable memberships. For the past 17 years, he’s helped business owners build recurring revenue models that provide stability, growth, and freedom–hello, recurring revenue! And now, he’s packed his best insights into a brand-new book, Predictable Profits.

Before I took Stu’s course in 2018, I had about 300 subscribers in my subscription box business. I had hit a plateau and didn’t know how to break through it. Stu’s course showed me the biggest reason for my plateau. I was focusing on selling instead of serving.

People don’t subscribe to a box because of what’s inside. They buy it because of how it makes them feel. My audience wanted to feel stylish, confident, and put together without spending hours shopping or second-guessing their outfits. Once I shifted my messaging to reflect that transformation, my business took off.

Want to make this shift in your own business? Here are three key takeaways from my conversation with Stu:

Instead of just thinking about what’s inside your subscription box, think about how it impacts your customer’s life. Ask yourself: What problem are you solving? What feeling are you creating?

Stu shared a simple but powerful exercise. I did it with him and want you to do it, too. 

Draw a line down the middle of a piece of paper. On one side, write down all the frustrations and struggles your customers feel before they purchase. On the other side, write down how they feel after they’ve experienced your subscription box. Your messaging needs to focus on bridging that gap.

My customers don’t just want earrings, bags, or t-shirts—they want confidence, ease, and style. What does your audience want? Your messaging should highlight the outcome, not just the product itself.

I went from 300 subscribers to 750 in my next launch. And over time, I’ve built a seven-figure subscription business that gives me the stability and confidence to scale even further.

With predictable, stable income coming in each month, you can make smarter business decisions, invest in growth, and stop feeling like you’re constantly chasing sales. Recurring revenue is business and life-changing! 

And that’s why Stu’s book Predictable Profits is such an amazing resource—it walks you through exactly how to build and scale a business that runs with you, not just because of you.

If you’re ready to learn more from Stu, go grab your copy of Predictable Profits by Stu McLaren. You can find it at all major retailers, or head to Stu.me/book for links to order.

I’d love to hear your biggest takeaway from this episode! Screenshot it, share it on Instagram, and tag me @launchyourbox. And if you’re loving the podcast, hit subscribe and leave a review—it helps more subscription box business owners find us.

Find and follow Stu: 

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Are you ready for Launch Your Box? Our complete training program walks you step by step through how to start, launch, and grow your subscription box business. Join the waitlist today!

Is your subscription box missing something that would increase its value in the eyes of your subscribers? Maybe things are feeling a little monotonous or routine. Or maybe some months you feel like you need “a little something extra” to make your subscription box feel like the complete experience you want it to be. But, how can you add value without blowing your budget? Remember, you need to stay profitable to stay in business. 

In today’s episode, we’re talking about increasing the perceived value of your box. Perceived value is simply a subscriber’s perception of the merit or desirability of a product. There are five things you can do to increase the perceived value of your subscription box for little or no cost. 

Join me for this episode as I talk about five ways you can increase the perceived value of your subscription box and stay within your budget. 

Important Links: 

• 6 in 60 Workshop 

Join me in all the places: