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INMA launches master class on digital subscriber retention

By Dawn McMullan


Dallas, Texas, USA


INMA is launching a special master class June 16-30 focused on how to retain digital subscribers at the highest levels. “Digital Subscriber Retention In the Pandemic Age” aims to save the COVID bump gains with state-of-the-art churn reduction programs. 

Led by INMA Researcher-in-Residence Greg Piechota, key master class topics will be: 

  • How to engage new subscribers in the first key 100 days?
  • How to help readers develop a habit?
  • How to nurture value of subscription?
  • How to predict with AI who is going to churn and when?
  • How to wake up sleepers?
  • How to save revenue lost by the payment failures? 

The just-in-time Master Class is part of INMA’s Readers First Initiative

Confirmed speakers thus far include Anne Janzer, author of Subscription Marketing; Anne Powell, director of engagement for The Wall Street Journal; Fiona Chan, head of analytics, CX and business operations for Singapore Press Holdings; Patrick Appel, director of research at Piano; and Michal Ciesielczyk, head of AI engineering at Deep.BI.

The master class faculty will share evidence-based strategies and tactics in retention — inclusive of benchmarks, frameworks, and best practices in data-informed onboarding, engagement, and fighting churn. The sessions will be practical and hands-on.

The Master Class will include more than six hours of video-based programming over three modules: 

  • June 16: Know your churn to strangle it.
  • June 23: Engage readers to they never want to leave. 
  • June 30: Predict the future, save revenue today. 

“Retire the optimistic term ‘retention’ and look the real beast in the eye: churn,” Piechota said. “It’s wasting your money, your time, your effort, and it is killing your growth. No more.” 

The early (discounted) registration deadline for the master class, which will held via Zoom, is Wednesday, June 10.

For complete master class information and registration, click here

About Dawn McMullan

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