Best Practices for Retaining and Growing Your Subscriber Base

Subscriber counts look impressive, but let’s face it: growth without retention is a treadmill, not a strategy. Every savvy subscription-based business knows that sustainable growth isn’t just about the acquisition; it’s about loyalty—retaining and cultivating the relationships you already have. In a world that constantly screams “more, more, more,” let’s shift the narrative to “better, deeper, stronger.”

Here are some contrarian truths and actionable strategies for keeping your subscribers engaged, loyal, and invested in your brand for the long haul.

Stop Obsessing Over Acquisition Metrics

The first mistake subscription businesses make is focusing solely on getting new subscribers. While acquisition is important, it often comes at the expense of nurturing the existing community you’ve already worked hard to build. Think about it: what’s the point of acquiring 500 new subscribers if 400 old ones quietly leave through the backdoor?

Instead, shift your focus to retention. Brands that invest in their current subscribers—through personalized experiences, value-rich updates, and consistent engagement—build long-term loyalty that acquisition campaigns can’t replicate.

• Action Step: Celebrate Longevity

Reward milestones, like a subscriber’s first, third, or fifth anniversary with your service. Small gestures—such as exclusive discounts, a personal thank-you note, or surprise perks—can go a long way toward showing appreciation.

The Power of “Less” in Subscriber Relationships

More features. More content. More updates. Businesses often believe that adding more to their subscription packages equals better value. But overwhelming your subscribers with unnecessary complexity is a surefire way to disengage them.

Less is more when it’s thoughtful. Subscribers don’t want clutter; they want clarity. Take Headspace (headspace.com), the meditation app, as an example. Rather than bombarding users with too many features, it focuses on delivering simplicity and usability in its offerings. The result? A loyal, global subscriber base that appreciates the straightforward approach.

• Action Step: Audit Your Offerings

Ask yourself: Are all the features in your subscription truly delivering value, or are they just adding noise? If it’s the latter, streamline your offerings to focus on what matters most to your audience.

Nurture Emotional Connection Over Transactional Engagement

Your subscribers don’t just want a product or service; they want to feel seen, heard, and valued. Transactional relationships don’t foster loyalty. Emotional connections do.

Take Glossier (glossier.com) as an example. This beauty brand has mastered the art of creating an emotional connection with its audience by listening to feedback, engaging authentically on social media, and co-creating products with its community. The result? A fiercely loyal subscriber base.

• Action Step: Start Conversations

Go beyond one-way communication like newsletters. Ask for feedback, host live Q&A sessions, and invite subscribers into the decision-making process for future offerings. When subscribers feel they have a voice, they’re more likely to stay.

Predictability Creates Confidence

One of the biggest reasons subscribers leave is uncertainty. Whether it’s unclear billing, inconsistent content delivery, or unpredictable value, a lack of reliability erodes trust.

This is where brands like Amazon Prime excel. Subscribers know exactly what to expect: two-day shipping, exclusive deals, and a robust content library. This consistency builds trust and keeps members coming back year after year.

• Action Step: Over-Communicate

Make your subscription process as transparent as possible. Use automated emails to remind subscribers about billing dates, shipment schedules, or upcoming content drops. Consistency builds confidence.

Reignite Lapsed Subscribers

Retention doesn’t just mean preventing churn—it also means bringing back the ones who’ve already left. Too often, businesses see churned subscribers as a lost cause. In reality, re-engagement campaigns can breathe life into those dormant accounts.

Take Blue Apron (blueapron.com), a meal kit delivery service that sends targeted email campaigns to former subscribers, offering special discounts or highlighting new features. This strategy has helped them reclaim lost subscribers while showcasing their adaptability.

• Action Step: Design a “Win-Back” Strategy

Create a tailored campaign for lapsed subscribers. Highlight what’s new, offer an irresistible incentive to return, and remind them why they signed up in the first place.

Embrace Sustainable Growth

Subscriber growth isn’t about achieving overnight success. It’s about creating a sustainable foundation that compounds over time. Chasing quick wins—like massive discounts to lure in new subscribers—often devalues your brand and leads to higher churn rates when those subscribers don’t stick around.

Instead, focus on building a subscription model that prioritizes quality over quantity. Look at Everlane (everlane.com), which has successfully grown its membership base by sticking to its brand values of transparency and sustainability. Their subscribers feel aligned with the company’s mission, creating loyalty that’s not easily swayed by competitors.

• Action Step: Craft a Loyalty Program

Offer long-term benefits for subscribers who stick around, such as early access to new products or members-only pricing. Rewarding loyalty reinforces the value of staying.

The Human Touch in a Digital Age

In the age of automation, human connection stands out. While chatbots and automated systems can streamline operations, they can’t replace genuine human interactions. A personalized email or a surprise phone call to check in can make a world of difference.

• Action Step: Surprise and Delight

Send unexpected perks, like a handwritten thank-you note or a bonus freebie. Small gestures can turn subscribers into lifelong advocates.

Conclusion: Loyalty Over Numbers

The subscription model is about more than recurring revenue; it’s about recurring relationships. By focusing on retention, emotional connection, and sustainable growth, you’re not just building a subscriber base—you’re cultivating a community of loyal advocates who see the value in what you offer.

Want to dive deeper into creating sustainable subscription models? Join my 2-Day Virtual Subscription Business Model Workshop and learn how to retain, engage, and grow your subscribers like never before. Sign up here.