Why Subscribers Join and What Keeps Them From Quitting

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What keeps members from quitting

Have you heard about those OPEC meetings where leaders from oil-producing nations agree to production rates to control the price of oil around the world? Have you ever wondered what those meetings are like? Is everyone at these OPEC meetings sitting on chairs made of solid gold, speaking while a team of servants fans them and feeds them grapes? Or are these meetings remarkable because they are as normal as a school board meeting in Lincoln, Nebraska? Dr. Kent Moors, an investing guru for the Agora affiliate Money Map Press, attends those OPEC meetings. Each month in his publication Energy Advantage, Dr. Moors provides insights on which companies consumer investors should buy based on his insider knowledge. I had the opportunity to work with the cracker-jack editorial team at Money Map Press this spring. Dr. Moors has always been a great storyteller. He provides in-depth analysis into the companies he … Continued

Datebox Subscription Secrets for Reducing Churn by Creating Strong Customer Engagement

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Subscription Secrets

This is pitiful. The largest growth sector of the subscription economy knows the least about how to connect with new members and stop subscriber churn. I’m so dedicated to helping you stop your members from quitting that I go to great lengths to bring you the strategies and tactics that’ll reduce your subscriber churn rate and grow your membership. This includes subscribing to more than four dozen subscription boxes to see what insights I could bring to you from the fastest growing sector of the subscription economy. There are more than 150 percent more subscription box offerings than there were just a year ago. And boxes are becoming ever more popular. There are boxes for candy lovers, dog lovers, chocolate lovers, camping lovers, cosmetics lovers, lovers of children and even loving couples. I must admit, the Choco Rush monthly box of single source dark chocolate makes me very happy when … Continued

Are You Doing Enough to Stop Subscriber Churn?

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Are You Doing Enough to Stop Subscriber Churn?

I hate subscriber churn. Each time a member quits feels like a personal rejection. And it is! I’ve been marketing memberships for more than two decades. And when I see a client report with higher churn than their product value deserves, it makes me angry. Even if it’s a client prospect that I haven’t worked with yet, I still take it personally. For me, there is no normal churn. Churn means rejection, disappointment, and someone else getting your member instead of you. Okay yes, I understand that SOME churn is a necessary part of selling. If your churn is really low, it could mean you aren’t signing up enough new members. There are always going to be some people who join but aren’t a perfect fit, and it’s better for them to go quickly rather than for you and your team to try to please everyone. You can never be … Continued

Why Do Members Refuse to Do Anything With the Materials You Give Them and Then Quit Their Membership?

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It makes me so mad. Customers opt-in, review my sales message, talk to my people and choose to buy. Then they do NOTHING and quit. Some even have the gall to criticize the program when they did nothing with what I sent to them. I can see they never opened their emails or logged into their member dashboard. Argh! I’ve had SAAS clients with past customers who did nothing with the product, but still took the time to post a negative review of the product. Or I’ve seen subscription boxes with past customers posting on social media, saying, “Received a box, never opened, stupid.” Oh, and this is really a sore spot with my publisher clients. How many times have you heard, “When I put this month’s unopened mailing on top of a pile of four other months of unopened mailings, I decided I needed to call to cancel.”? And, … Continued

How to Communicate Your Benefits in a Compelling Way so Members Want and Appreciate What You Deliver

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“What are the benefits I can offer to stop members from quitting?” is the most frequent question I hear. Yet, for the most part, the benefits these clients deliver to their members are just fine. But there’s usually a huge problem in the way benefits are communicated. You may have an understanding of your benefits, how they’ve helped other members in the past, and how they can help your current members. However, your new member has no idea about any of this. And she’s not going to read a bunch of stuff to try to learn about everything, either. You’ve got just a few seconds to pique her curiosity and get her engaged, even if she invested in buying your subscription. Most importantly, rather than talk about what the benefits are, such as discounts, publications, or a subscription box, illustrate how each benefit helps your member. There should be a … Continued

Retention Training to Stop Your Members from Quitting

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I may have to seek therapy. My son, Robert William, has chosen to attend the University of Florida to become a … I can’t write it. Their mascot begins with the letter G. Ugh! I graduated from the superior school within the state, Florida State University. My favorite daughter is set to graduate from Florida State this December. She followed my plan perfectly. I remember sitting with my daughter at an FSU baseball game when she was 10 years old or so. Between innings, the stadium announcer began to read off scores to the crowd. One score spurred a tremendous cheer: “Here’s an update from the SEC gymnastics tournament — Kentucky 8, Tennessee 5, and Florida 2.” My daughter gave me a quizzical look as if to say, “Why does anyone care about a gymnastics tournament?” “As a Florida State Seminole, we root against Florida in every sport they play,” … Continued

The Secret for Faster Recurring Revenue Growth, Invest More on Member Retention

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It’s been exhilarating working with several $100 million — and larger — publishers over the last couple of months. These companies spend millions of dollars on member acquisition. They track their numbers and know what’s working — and what’s not — within their marketing and sales funnels. Some have weekly training seminars for copywriters. They get together, analyze promotions that are working, talk about what’s effective, and consider how they can use these ideas to improve their own promotions. They make a tremendous investment in new-client acquisition. Many of the top copywriters are paid more than $1 million a year to create winning subscriber-acquisition promotions. And these great promotions are art; they are interesting to consume, and I can feel myself get excited when I look at them. I agree that customer acquisition is important, but what about the art of keeping subscribers? It’s one thing to make a sale. … Continued

How Are You Sabotaging Your Membership Growth?

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I was always the chubby kid in school. Since I can remember, I’ve been embarrassed about how my body looks. I’m too self-conscious to leave my closet without a shirt on. Forget running in public or strolling at the beach without wearing a shirt. For decades, I’ve lived with this problem, telling no one. And yet, I love Cuban sandwiches. The bread, the meat, the cheese, and the dressing — these have been wonderful delights in my life. I totally understand that physical fitness is 80 percent about diet and only 20 percent about exercise. However, because I run, I figured I could eat my Cuban sandwiches — and don’t forget about the side of black beans. For decades, I’ve understood that Cuban sandwiches are one of the causes of my body weight challenge — leading to my ongoing embarrassment. However, I’ve been powerless in giving them up. Once or … Continued

How Will You Help Me Stop the Churn Monster from Making Your Members Quit?

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This month I’m traveling to Germany to visit with the country’s largest subscription publisher, VNR. I’ll meet with their 498-member team, conducting training sessions and workshops focused on reducing churn and improving retention rates. This is the kind of proactive action many of my clients have been taking. Last month, I had the privilege of leading a workshop at the headquarters of Money Map Press, an Agora affiliate in Baltimore. Over several weeks, I worked with two editorial teams. With one task force, we focused on new subscriber onboarding, aiming to lower refund rates. The second task force worked on improving editorial efforts, in order to improve subscriber renewals. Then, I led a workshop with the entire editorial team, where we shared our lessons learned, what we did as a result, and our breakthroughs. One of the key lessons we focused on with the onboarding task force was just how … Continued

What President Donald Trump, Fake News, and Nationalism Mean for the Subscription Economy

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“What? You asked your friends from high school for advice on how to do your job? What qualifies them to help you with that problem?” I asked my college marketing intern in 2007. She shrugged her shoulders and responded, “I dunno. One of them gave me the answer and took care of it.” It would have never occurred to me to ask a bunch of random people a specific technical question. I’d likely have to sort through dozens of nonsensical answers, and even if I got something that sounded plausible, there would be no way of knowing if the answer were any good. But in 2007, for a young person, it was the most natural thing in the world. Everyone’s opinion mattered equally, whether they were an expert on the topic or just some crackpot. Everyone had something to contribute and should be heard. Social media platforms flourished. Twitter exploded … Continued