INMA’s master class to help companies capitalize on digital subscription surge

Six hours of video-based programming

Online news subscriptions have increased

The Covid-19 induced lockdown has brought hundreds of thousands of new digital subscribers across news brands. In response to the Covid-19 surge in digital subscriptions, INMA is launching a special master class between 16-30 focused on how to retain subscribers at the highest levels.

Led by INMA researcher-in-residence Greg Piechota, “Churn Busters: Digital Subscriber Retention In the Pandemic Age” aims to save the Covid bump gains with state-of-the-art churn reduction programs. Registration can be done here.

“Retire the optimistic term ‘rete3ntion’ and look the real beast in the eye: churn,” Piechota said. “It’s wasting your money, your time, your effort, and it is killing your growth. No more.”

The early (discounted) registration deadline for the master class, which will be held via Zoom on 10 June.

Key master class topics will be:

How to engage new subscribers in the first key 100 days?

How to help readers develop a habit?

How to nurture value of subscription?

How to predict with AI who is going to churn and when?

How to wake up sleepers?

How to save revenue lost by the payment failures?

Confirmed speakers thus far include Anne Janzer, author of Subscription Marketing; Anne Powell, director of engagement for The Wall Street Journal; Fiona Chan, head of analytics, CX and business operations for Singapore Press Holdings; Patrick Appel, director of research at Piano; and Michal Ciesielczyk, head of AI engineering at Deep.BI.

The master class faculty will share evidence-based strategies and tactics in retention – inclusive of benchmarks, frameworks, and best practices in data-informed onboarding, engagement, and fighting churn. The sessions will be practical and hands-on.

The Churn Busters Master Class will include more than six hours of video-based programming over three modules:

June 16: Know your churn to strangle it.

June 23: Engage readers to they never want to leave.

June 30: Predict the future, save revenue today.

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