Every publisher today is being asked to do more: grow audiences, protect revenue and deliver a joined-up experience across print, digital and membership. It sounds simple; after all, we know our readers better than anyone. But with acquisition becoming more expensive and competition for attention increasing, holding onto the audiences we already have is now just as critical as finding new ones.
Here are seven things you can do to support a positive and engaging customer experience that will help improve retention:
- Turn your unknown customers to known. You need to know your customers and why they are picking up your magazine or visiting your website. Promote subscription offers and newsletter sign-ups and run competitions and surveys. Capturing an email address can go a long way.
- Make those known customers feel wanted and appreciated. Review your user journey; are you just speaking to them on purchase? If so, introduce a welcome email and follow up emails ahead of new issues. Show them what’s in store with sneak peeks, make them feel as though they can’t cancel. They’ve signed up as they rely on you, they trust you and they’re loyal to your brand, but you need to work at it
- Legacy subscription models need revisiting. It’s not just a magazine anymore, it’s now a brand with a new identity, and a club that people can’t do without. You’re the experts in your field and customers know and trust you.
- Craft positive DMCC comms. Automated payments, recurring card payments and direct debits are something that a lot of us already use and are key for retention but are you ready for the changes coming into play with the Digital Markets, Competition and Consumers (DMCC) Act? Communication with your customers will be key. However, when advising customers they have a payment coming up, put a positive spin on it; it’s a chance for you to give the customer a reason to stick around.
- Create member-only benefits. These give customers a reason to stay, going beyond great content to offer something that feels genuinely exclusive, from competitions and gifts to premium downloads and member-only content.
- Find out why they leave. What happens to the customers who do choose to leave? Finding out why they have left is key to finding a reason for them to re-subscribe. You could try a leavers survey or even just one question, ‘Before you leave, can I just ask why?’
- Focus on customer service. There is nothing better than receiving a thank you from a customer! Customer service is something that we all take immense pride in. Providing reliable delivery and responsive customer service is a must.
About us
Warners Group Publications has been delivering an effective bespoke ‘Total Circulation’ service for over 35 years. We provide all services under one roof: newstrade distribution, subscription and membership management, digital marketing and print and recognise the importance and benefits of strategies that bring all of these channels together to maximise engagement, retention and profitability.
natalie.smith@warnersgroup.co.uk
07720 739 674
