Keeping subscribers.
WHY IT MATTERS MORE THAN ACQUISITION
Losing a tenth monthly means recruiting that many to stand still.
Reducing churn is cheaper than increasing recruitment.
THE LARGEST CAUSES
Failed payments never resolved Subscribers who stopped using it Value that stopped arriving
THE PAYMENT CAUSE
Frequently the biggest, and entirely fixable.
Retries, clear notification, easy card updating.
THE USAGE CAUSE
Subscribers who stop engaging cancel eventually.
Notice it and re-engage before the cancellation.
THE FIRST PERIOD
Where most churn happens.
A subscriber who uses it properly in the first month stays far longer.
Build onboarding that gets them there.
WHAT REDUCES CHURN
Regular delivered value Contact between billing dates Annual plans Good onboarding Easy payment updating
WHAT TO MEASURE
Monthly churn rate, and where in the lifecycle people leave.
