Robbie Kellman Baxter's Blog, page 3

How to Win Back Lost Subscribers

Most “retention teams” focus on keeping customers from canceling in the final days of their subscription term, trying to save them at the moment of cancellation, and then trying to win them back once they’re gone. It’s much easier to build good habits with customers just after they’ve subscribed, in the “onboarding phase.” But if […]

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Retention is Everyone’s Job

Most organizations place responsibility for retention with Marketing–-and that’s where a lot of the levers are: The entire marketing department contributes to retention.  Even when it comes to acquisition, the people creating and placing messages that attract new customers also set customer expectations about the kind of relationship they’re going to have with your organization.  […]

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The 5 Drivers of Churn and How to Fix Them

Churn is the rate of customers leaving a company, most frequently used to describe people canceling subscriptions. You can improve churn, or stem the tide of departing or disengaging customers, by identifying the “holes in the bucket”—the reasons people, especially your best customers, leave you. While most organizations think their churn drivers are unique and […]

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Why Retention Matters and How to Optimize for it

Retention is having a moment. Marketing budgets and marketing staff are shrinking, and consumers are less likely to buy. It’s more important than ever to keep the customers you already have–and expand the relationships. Additionally, recurring revenue gets higher multiples with investors than transactional revenue, and retaining a customer is way cheaper than attracting a new […]

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Three Ways to Re-Engage Your Least Engaged Subscribers

How do you re-engage a sleeper? A sleeper is a subscriber who hasn’t been active in awhile. It seems like the sleeper may have forgotten they subscribed at all. Many subscription business owners like to let sleepers sleep — and keep paying — even when they’re not getting any value from their subscription. But here’s […]

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Design Subscription Models for Outcome, not Addiction

Subscription businesses depend on habits. If subscribers adopt behaviors that use a subscription offering, they’re not going to cancel. Some habits have positive outcomes. People subscribe to Noom to eat better, to Strava to exercise more, and MasterClass to know more. But some habits have less positive or even negative outcomes. Is it good that […]

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Launching and Scaling Subscriptions as a Solopreneur with Mike Morrison of Membership Geeks

Many of my guests on the podcast have built and skilled large membership and subscription businesses with big teams of specialists and sophisticated software to support their efforts. But what if the team is just you? Mike Morrison launched the Membership Geeks Podcast 9 years ago to help solopreneurs build online membership businesses. You can […]

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Subscription Intrapreneurship with Bosch BlueMovement’s E-Lin Tan

What do you do when powerful tailwinds change to headwinds as you’re growing your business? Many Membership Economy businesses have struggled to keep up momentum in the past few years as the golden era of growth has evolved to a bottom-line era. Today’s guest, E-Lin Tan, took the helm at BlueMovement offering subscriptions to Bosch […]

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Is the Future of Subscriptions Circular? A Conversation with Patrick Hypscher of Circularity.fm

Today we’re talking about sustainability. Where do the circular economy and the membership economy intersect, and how can both be applied to tread more lightly and produce less waste? These questions have been at the center of the work of my guest, Patrick Hypscher. Patrick is a consultant and advisor and the host of Circularity.fm, […]

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How Zumba Balances Instructor and Consumer Subscriptions with Yael Dornbusch, Zumba’s Chief Subscription Officer

Zumba is a phenomenon. Since its founding in 2001, the addictive fitness dance program with a Latin beat has taken the world by storm. As of 2022, the company claimed 15 million people taking Zumba classes weekly at 200,000 locations in over 180 countries. At its core is the Zumba Instructor Network, a monthly membership […]

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