When to send it
The first box is the trial that decides whether a subscription lasts. Send this a few days after the first delivery, once the subscriber has opened everything and tried some of it, and well before the second box ships. That gap is your chance to fix something before it becomes a cancellation. Add the link to the delivery email or send it on WhatsApp, and include ?name= so the greeting is personal.
Why these questions
It opens with a five-point satisfaction score for the first box. Track the average for each month's intake of new subscribers; a dip after you change a supplier or the box contents tends to show up here first.
The second question compares the box with what the subscriber expected. Your website, ads and unboxing photos set those expectations, and a gap between the promise and the box is a common reason new subscribers drift away without saying anything. Anyone who says it wasn't as good as expected gets a follow-up asking what was different.
A short grid then rates five parts of the box: the choice of items, quantity, quality, value for money, and delivery and packaging, each from poor to great. One grid is quicker than five separate questions and shows exactly which part is dragging the score down.
The subscriber then names their favourite item, which helps when planning future boxes and tells you what to feature in your marketing. The last question asks whether the delivery schedule suits them. A schedule that's too frequent leads to a cupboard of unused product, and that's among the most fixable reasons people cancel.
The coupon
A free add-on in the next box fits better than a discount. It thanks the subscriber for finishing, and it gives them something to look forward to in box two, which is exactly the box you need them to stay for. A shared code is fine here, because it only works for active subscribers.
What to do with the answers
Each week, read the follow-ups from subscribers whose box fell short of expectations, and check whether your product pages oversell anything. If many people want a different schedule, make changing it easier in their account, or mention the option in your welcome email. Over time, compare the grid with your monthly box pulse results to see whether later boxes keep up with the first. If first-box answers often mention damage, add the packaging and unboxing QR code to your inserts.