Subscriber Retention and Understanding Involuntary vs. Voluntary Churn

The Importance of Churn

Every e-commerce site should be aware of the importance of churn, and how devastating it can be on a business. Measuring and reducing churn is paramount to successfully scaling your company. While reducing churn is easier said than done, there are standard measures you can take to help reduce it. Fundamentally, churn boils down to your product - how sticky it is and how robust your offering is compared to others in the space. It also has to do with your industry. Some segments, like box of the month, experience higher churn 10.54% than SaaS, which hovers around 4.79%.  

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Managing Subscriber Churn During The Downturn

The disruptive force of the COVID-19 pandemic generated 17 million U.S. unemployment claims by mid-April, with the unemployment rate hovering near 15 percent — the highest since WWII. Record-setting workforce displacement and sluggish government response has left tens of millions of people virtually without funds and having to decide between wants and needs.

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How Pausing & Postponing Subscriptions Can Retain Subscribers in Uncertain Times

COVID-19 has penetrated nearly every aspect of our lives and there is no precedence or template for how to respond to this ever-changing situation. Consumers are challenged with layoffs, shelter in place and quarantine orders, plus struggling with how to work from home while juggling the needs of their daily lives.

Showing empathy and providing flexible access to your products and services is critical right now. 

In this post, we’ll provide two highly effective options to help retain subscribers in these uncertain times: pause a subscription and postpone a subscription.

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Addressing Seasonality in Your Subscription Business

Software as a Service—also known as the SaaS model—was one of the earliest adopters of the subscription model concept. There are, of course, a multitude of compelling, strategic reasons to adopt a subscription model based on access rather than ownership: more predictable recurring revenue streams (and compounding revenue); improved subscriber experience and greater subscriber loyalty; access to more consistent data from the confluence of marketing, customer, and billing events; and easier inventory management. 

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