Why do so many subscribers quit without ever consuming anything they purchased through your subscription? Subscriber engagement is the #1 key to retention. Someone who isn’t using their subscription is very likely to cancel that subscription. Every subscription business must have a plan for getting subscribers engaged and using what they deliver. Subscriber engagement and retention systems are as important … Continued
The Netflix Subscription Marketing Strategy You Should Be Using Right Now
Summary: Overwhelmed prospects don’t take action. Most subscription marketers overwhelm prospects by including a long list of features and benefits within lead generation advertising. Meanwhile, the most successful subscription brands focus their advertising on one key benefit. Increase your subscription revenue growth by focusing your lead generation ads on one benefit to generate traffic to your subscription sign-up pages. Then, … Continued
Subscriber Cancelation Processes and Retention
How do you create a cancellation process that saves as many subscribers as possible? And when does a cancellation process go too far in trying to prevent customers from canceling? Your subscriber cancellation process is critical to the success of your subscription or membership business. I’ll explain the 5 critical elements you must have in your subscriber cancellation process, to … Continued
7 Secrets to Subscription Trial Conversion
If you’re offering free trials to new subscribers, you need to know these 7 key factors to increase your trial conversion. Improving trial subscription conversion rates has become a superpower of mine. Many subscription programs offer a discounted or free trial. The purpose of the trial is to induce more people to give the subscription a try. The hope is … Continued
Your Members Don’t Exist to Solve Your Company’s Problems Your Membership Exists to Solve Your Member’s Problems
There are so many big promises out there about the benefits of membership and subscription business models that too many people launch, expecting that offering a membership will solve their business problems. You invest money and hundreds of hours creating a brand-new marketing campaign, but it generates so few members you wonder if it’s really worth it. You try to … Continued
Your Monthly Member Calls Have Become Social Proof Documenting the Problems With Your Program
Members are calling each week, presenting their problems, their self-doubts, their questions about the strategy, their fears about whether the program works — and if it does work, whether it will work for them. Although it’s important to challenge your members to expand beyond their comfort zones, if your calls are one doubt after another, you are sowing discontent, frustration, … Continued
Motivation First, Engagement Second, and then Retention for Life
Zander Marshall, son of my friend and client friend Perry Marshall, told me this quote in a conversation we had at the Connemara National Park in Ireland. I made note of it in June when he said it, and I’ve been reading and rereading it ever since. Too often, when I’m asked to review why a membership program is failing … Continued
Hidden Peril or Power of Your Member Stakeholders
Most membership marketers ignore the people around their member. What does the husband say to his wife about her monthly subscription box credit card charge? What does a wife say when her husband of 50 years, a retired engineer, buys a $2,000.00 subscription trading service on stock options when his past stock picks include Lucent Technologies, Enron, and General Motors? … Continued
Connect Your Members to Dramatically Increase your Retention Rates
Every Tuesday morning, my wife and I participate in an interval training group at the running track. The group is led by a Hall of Fame track coach who will help you become a faster runner by running fast-paced intervals once or twice a week. But my wife goes to chitchat with her friends in the group. I started going … Continued
There’s a Lot More to Retention Than Value, and That’s Good News for You
It’s expensive to deliver value. Solutions to your members’ problems are expensive to conceive, test, and produce on a regular basis. It should be good news that members are looking for a mix of benefits and aren’t focused solely on value. Members want to be part of something bigger than themselves. Memberships that are about having a greater impact have … Continued