Most organizations place responsibility for retention with Marketing–-and that’s where a lot of the levers are: The entire marketing department contributes to retention. Even when it comes to acquisition, the people creating and placing messages that attract new...
Churn is the rate of customers leaving a company, most frequently used to describe people canceling subscriptions. You can improve churn, or stem the tide of departing or disengaging customers, by identifying the “holes in the bucket”—the reasons people, especially...
Retention is having a moment. Marketing budgets and marketing staff are shrinking, and consumers are less likely to buy. It’s more important than ever to keep the customers you already have–and expand the relationships. Additionally, recurring revenue gets higher...
How do you re-engage a sleeper? A sleeper is a subscriber who hasn’t been active in awhile. It seems like the sleeper may have forgotten they subscribed at all. Many subscription business owners like to let sleepers sleep — and keep paying — even when they’re not...
Subscription businesses depend on habits. If subscribers adopt behaviors that use a subscription offering, they’re not going to cancel. Some habits have positive outcomes. People subscribe to Noom to eat better, to Strava to exercise more, and MasterClass to know...
