Mitigating passive churn and recovering revenue from failed payments are growing priorities for publishers as they look for ways to maximize subscription revenue.
As a subscription-first company since its inception, The Information has always been thoughtful about subscriber retention and lifecycle management. But as attracting and converting new subscribers becomes increasingly challenging for publishers across the board, the company has stepped up its focus on retention. That has meant ensuring its existing subscriber base is as happy, healthy, and engaged as possible, but also identifying and addressing any weaknesses in its payment architecture that could result in subscribers churning unintentionally.
“Some of the mechanisms and processes we had in place to help us mitigate involuntary churn just weren't as effective as we needed them to be,” said The Information’s VP of growth, George DiGuido.
To share more about The Information’s approach, DiGuido joined the latest Toolkits Forum alongside Vijay Menon, CEO of Butter Payments, which is helping publishers including The Information and The Athletic recover revenue lost to failed payments with machine learning technology.