Research, case studies shed light on top subscriber retention tactics

By Greg Piechota


Oxford, United Kingdom


As discussed in my post yesterday about new subscriber retention, Robert Skrob, an author of “The Retention Point,” described to me recently: “The Retention Point is when your subscriber decides that he wants to be a member of your tribe, that he’s engaged and he’s going to do what it takes to succeed.”

How does that look in the news industry?

Searching for the retention point in news

Patrick Appel of Piano looked at the historic usage data of 428 news Web sites internationally, finding most readers who visited on eight or more active days in a month returned within a week. 

Active days is a popular metric for news reader engagement and is often found correlated with retention. For example, this is the key engagement metric for both the up-market Wall Street Journal and for the more popular Daily Beast.

Appel and his team built a propensity to churn model, analysing the correlation with 70+ metrics. They found that among subscribers least likely to churn, most visited on four or more active days.

So, what is the average retention point for news sites — four or eight active days?

“From a subscriber retention standpoint, I’d focus more on a four active days threshold. From an audience development and advertising standpoint, I would aim higher,” answered Appel.

INMA asked 256 participants of the retention master class how they measure the retention point:

  • 38% respondents said they looked at the usage threshold, such as the number of active days.

  • 29% measured readers’ progress in a journey, e.g., a post-trial conversion or a renewal.

  • 13% analysed accomplished actions on a site or in an app, e.g., a newsletter sign-up.

  • Others looked at the completion of the on-boarding series, declared perception, such as a satisfaction or NPS score, revenue per user, and other metrics.

Leading subscribers to the Retention Point

Armed with the insight on the Retention Point, publishers ideate how to help new subscribers reach it quickly. 

For example, Mediahuis in Belgium formed an agile, cross-disciplinary team that runs rigorous experiments to drive engagement. “Focus on new subscribers. A good start is half of the battle,” said Hanne Hendrikx of Mediahuis.

Guided by an agile coach, Hanne’s growth team includes members of the marketing, data, customer service, editorial, and tech departments. 

Mediahuis measures the success with a blended engagement metric RFV based on Recency and Frequency of active days in a week and Volume of sessions in a week. RFV is used to segment readers, so Hanne and her colleagues can focus the further analysis and the treatment on the readers who are at the highest risk of churning.

Data analysts found high-risk readers visited the site the last time six or more days ago, on average they visited two or fewer days in a week, and they had three or fewer sessions in a week.

The growth team identified the key levers for leading these readers to the Retention Point:

  • Guide new readers: log in, on-boarding, and re-boarding of the new subscribers.

  • Motivate to use and form a habit: tools such as newsletters, social posts, push notifications, better selection and recirculation of editorial content, digital replica, podcasts, and puzzles.

  • Retain: value nurturing communication.

Most valuable retention tactics

INMA members who participated in the retention master class echoed Hanne’s experience. In a survey, they told us the five most valuable retention tactics were:

  1. On-boarding new subscribers.

  2. Tracking what subscribers read. 

  3. Studying interests and behaviours. 

  4. Identifying at-risk subscribers. 

  5. Using metrics to evaluate churn. 

These internationally sourced priorities are similar to the March findings of the American Press Institute, which surveyed 133 news executives in the United States alone.

Based on more than two decades of work in not-for-profit and for-profit membership businesses, the author Robert Skrob revealed the secret in engineering the combination of value, communication, and community:

  • Inspire new subscribers to improve themselves.

  • Give them clarity over their pathway to improvement.

  • Help them take the first step.

  • Reveal your brand’s unique personality.

“What retains subscribers really is the solution to their problem,” Skrob told the INMA master class. “When working on your retention plan, ask yourself: How are you changing the way your subscribers feel about themselves? Did they solve their problem? Are they accomplished?”

See you this week at the INMA World Congress

If you want to get an update on the state of data and media subscriptions, join the INMA World Congress of News Media on May 6-27. Agenda includes leaders from Axel Springer, Bloomberg, Folha de S. Paulo, Singapore Press Holdings, Schibsted, and Torstar, and the faculty from Harvard and Wharton. I will dive into digital subscriptions as part of the World Congress on Thursday, May 20 (full agenda here). Register here.

Greg’s Readers First newsletter is a public face of a revenue and media subscriptions initiative by INMA, outlined here. Subscribe here. 

About Greg Piechota

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