Valentine’s Day offers a perfect opportunity to express love and appreciation for those who matter most to us. An opportunity to remind them why they chose us over the competition and to reinvigorate a partnership that could use a fresh perspective, writes Lina Tonk, CMO at Recurly.
But let’s not forget that this is just one day in the year, and a strong, meaningful relationship is about the other 364 days too. In many ways, a partner is like a subscriber, and to forge that long-lasting relationship, we want to keep them happy. Oftentimes, easier said than done.
But while love is blind, the world of subscriptions is based on fresh data and thanks to 67mn subscribers across 2,200 vendors worldwide, we have the latest tips to keep subscribers engaged and loyal.
Date before you commit
Despite the best efforts of the producers of Married at First Sight, not many people would happily commit to a life of matrimony without knowing what they’re getting themselves into. This is why subscribers so value the free trial. In 2024, 33.7% of all trials were successfully converted into paying subscriptions. While this rate has been gradually decreasing year over year, it is still universally acknowledged that a successful first date often leads to a second.
Getting to know a brand before subscribing is essential for consumers, and the time spent upfront can provide significant benefits in the long run.But it is not the only way to entice a new customer – in fact, new consumer pressures, customer expectations, and technological advancements are changing how we view our customers.
“We were on a break”
Ross from Friends may have a questionable dating history, and his catchphrase “We were on a break” may not have worked out in the beloved sitcom, but in the real-world subscribers love flexibility.
Subscription pauses as a function grew by 66% last year, as more businesses believed their users would return when given the chance. We all know that life has its ups and downs, and economic challenges can arise at different times throughout the year. Most customers who need to balance the books one month don’t want to permanently ghost their favourite subscriptions.
Pausing a subscription keeps customers onboard, while giving them flexibility to spend elsewhere when needed, and forms an essential part of a long-term relationship with a customer. Absence makes the heart grow fonder, and a month or two away can make the lifetime of a subscription even longer.
Rekindling the flame
Now we arrive at the age-old question, should you get back with your ex? Conventional wisdom might suggest not, but we disagree. Over the last 12 months, 20% of all new subscribers were “exes” or returning subscribers who had previously ended things.
Things may not have worked out the first time, but with some self-reflection and growth, it’s clear that success is still within reach.Most people don’t cancel a subscription out of dissatisfaction, but rather temporary issues like budgets or changes in their immediate needs. This means many will happily return when the time is right, so this could be the perfect opportunity to reach out with an enticing promotion or exclusive offer.
Riding off into the sunset
At the end of the day, we all like to feel special. For a subscriber, like a partner, this is about understanding each other, fulfilling our needs, and listening when we communicate. In a world of advancing technology, the relationship between a business and a subscriber is evolving, and consumers are demanding greater personalisation. For a relationship that lasts a lifetime, flexibility, personalisation and communication are the best strategy – and a special gift on our anniversary wouldn’t hurt either!
Lina Tonk, CMO at Recurly
Subscribe!
Our editor carefully curates two InternetRetailing newsletters a week filled with up-to-date news, analysis and research. In addition to this, there is a dedictaed mailer focusing on the subscription economy with detailed commentary from Cobus Heyl every second Wednesday – click here to subscribe to the FREE newsletter.
And why not follow us on LinkedIn to receive the latest updates on our research and analysis.
You are in: Home » Subscriptions » GUEST COMMENT Re-kindle the customer love this Valentine’s Day
GUEST COMMENT Re-kindle the customer love this Valentine’s Day
Katie Searles
Valentine’s Day offers a perfect opportunity to express love and appreciation for those who matter most to us. An opportunity to remind them why they chose us over the competition and to reinvigorate a partnership that could use a fresh perspective, writes Lina Tonk, CMO at Recurly.
But let’s not forget that this is just one day in the year, and a strong, meaningful relationship is about the other 364 days too. In many ways, a partner is like a subscriber, and to forge that long-lasting relationship, we want to keep them happy. Oftentimes, easier said than done.
But while love is blind, the world of subscriptions is based on fresh data and thanks to 67mn subscribers across 2,200 vendors worldwide, we have the latest tips to keep subscribers engaged and loyal.
Date before you commit
Despite the best efforts of the producers of Married at First Sight, not many people would happily commit to a life of matrimony without knowing what they’re getting themselves into. This is why subscribers so value the free trial. In 2024, 33.7% of all trials were successfully converted into paying subscriptions. While this rate has been gradually decreasing year over year, it is still universally acknowledged that a successful first date often leads to a second.
Getting to know a brand before subscribing is essential for consumers, and the time spent upfront can provide significant benefits in the long run.But it is not the only way to entice a new customer – in fact, new consumer pressures, customer expectations, and technological advancements are changing how we view our customers.
“We were on a break”
Ross from Friends may have a questionable dating history, and his catchphrase “We were on a break” may not have worked out in the beloved sitcom, but in the real-world subscribers love flexibility.
Subscription pauses as a function grew by 66% last year, as more businesses believed their users would return when given the chance. We all know that life has its ups and downs, and economic challenges can arise at different times throughout the year. Most customers who need to balance the books one month don’t want to permanently ghost their favourite subscriptions.
Pausing a subscription keeps customers onboard, while giving them flexibility to spend elsewhere when needed, and forms an essential part of a long-term relationship with a customer. Absence makes the heart grow fonder, and a month or two away can make the lifetime of a subscription even longer.
Rekindling the flame
Now we arrive at the age-old question, should you get back with your ex? Conventional wisdom might suggest not, but we disagree. Over the last 12 months, 20% of all new subscribers were “exes” or returning subscribers who had previously ended things.
Things may not have worked out the first time, but with some self-reflection and growth, it’s clear that success is still within reach.Most people don’t cancel a subscription out of dissatisfaction, but rather temporary issues like budgets or changes in their immediate needs. This means many will happily return when the time is right, so this could be the perfect opportunity to reach out with an enticing promotion or exclusive offer.
Riding off into the sunset
At the end of the day, we all like to feel special. For a subscriber, like a partner, this is about understanding each other, fulfilling our needs, and listening when we communicate. In a world of advancing technology, the relationship between a business and a subscriber is evolving, and consumers are demanding greater personalisation. For a relationship that lasts a lifetime, flexibility, personalisation and communication are the best strategy – and a special gift on our anniversary wouldn’t hurt either!
Lina Tonk, CMO at Recurly
Subscribe!
Our editor carefully curates two InternetRetailing newsletters a week filled with up-to-date news, analysis and research. In addition to this, there is a dedictaed mailer focusing on the subscription economy with detailed commentary from Cobus Heyl every second Wednesday – click here to subscribe to the FREE newsletter.
And why not follow us on LinkedIn to receive the latest updates on our research and analysis.
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