News fatigued, busy with post-COVID life, cash-strapped. Your subscribers are at risk of churning. Get intimate, offer good value for money, and fight churn with data.
Save the trialists
Personalise retention e-mails
Increase prices smartly
Predict who is worth saving
Master how to save relationships with readers (and also know when to let go)
In the past three years, a median news brand more than doubled the number of online subscribers. But the interest in news on the pandemic faded in many countries.
Have you felt a cold breeze when Netflix, Spotify, and other media giants reported a slowdown in the first months of 2022? You are not alone.
Many consumers are back to offices and pre-pandemic routines, and they have less time for the media. People feel and fear the rising cost of living. Many adjust spending. What will you do when they cancel your subscription?
At this trying time, INMA gathers the best news industry experts and practitioners to master the latest retention strategies and tactics:
- Convert trialists to full price and upgrade your longtime subscribers
- Add features to subscriptions that make them indispensable
- Personalize the way you talk to subscribers
- Predict which relationships are worth saving or even bothering
Speakers
Lauren DeLong
Senior Manager
Marketing Technology
Los Angeles Times
Karina Arkhangelskaya
Head of Project
Notix
Katelyn Belyus
Associate Director
Piano
Inês Espojeira
Product Manager, Subscriber Engagement and Retention
Público
Tomasz Gaweł
Managing Director, Paid Content
Ringier Axel Springer
Haakon Johansen
Founding Partner, Ageda & ex-Vice-President, Consumer Market
Amedia
TinaShe Makwande
General Manager, Digital Subscriptions and Transactions
Media24
Prof. Ed Malthouse
Research Director, Medill IMC Research Center
Northwestern University
Jeff Mancini
Chief Strategy Officer
Arizent
Gemma Postlethwaite
Chief Executive Officer
Arizent
Maria Sgromo
Head of Subscriptions
RCS Media Group
Radhika Shukla
Head of Subscription Growth, Strategy and Analytics
Times of India
Mark Walker
Vice-President, Product Subscription Management & Billing
MPP Global
Curated by
Greg Piechota
Lead, Readers First InitiativeInternational News Media Association (INMA)
Topics
Automation: Do more work with less resources
Bundling: Serve people’s needs beyond the news
Customer service: Arm your save teams with data
Data analytics: Understand your churn, act more confidently
Exit strategy: Plan a cancellation journey that makes people reconsider
Innovations in onboarding: Make good impression on the first day
Involuntary churn: Best practices in avoiding payment failures
Product lines: Upgrade and … downgrade customers
Subscriber engagement: Find ideas for new experiments
Automation: Do more work with less resources
Bundling: Serve people’s needs beyond the news
Customer service: Arm your save teams with data
Data analytics: Understand your churn, act more confidently
Exit strategy: Plan a cancellation journey that makes people reconsider
Innovations in onboarding: Make good impression on the first day
Involuntary churn: Best practices in avoiding payment failures
Product lines: Upgrade and … downgrade customers
Subscriber engagement: Find ideas for new experiments
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