Publishers have long understood the vital importance of high retention rates to delivering high customer lifetime value. The correlation between high customer engagement and high retention rates is also increasingly understood and recognised.
This course will provide you with a realistic ‘to do list’ of practical steps you can take proven to increase your customer engagement and retention rates.
The course will provide real publisher ‘best practice’ case studies.
The course is aimed at:
Marketers with responsibility for improving customer retention and engagement in B2B and B2C publishing companies.
What you will learn during the half-day course:
- Why retention is so important to generating high customer lifetime value
- How to accurately measure subscriber retention
- How to increase subscriber engagement and why it is worth the effort
- How to onboard subscribers so that they stay with you and retain
- How to design an effective retention communication series
- Simple techniques to prevent payment failure and ‘involuntary’ subscriber loss
Course Agenda:
Why retention is so important
- The maths of retention and its impact on customer lifetime value
- The various ways to measure retention and their pros and cons
The correlation between engagement and retention
- How to measure engagement and its relationship to retention
- How to predict retention failure and proactively prevent it
Subscriber onboarding
- Why ‘first impressions’ count
- What a great onboarding experience looks and feels like
Retention communications
- The three stage of an effective retention communication series
- Use of multi-channel marketing in retention communications
Steps to take to prevent ‘involuntary’ subscriber loss
- How to reduce payment failures
- Identifying and addressing the causes of subscriber loss
What you will be able to confidently do after attending the course:
- Assess against ‘best practice’ benchmarks what you are already doing well in terms of retention and where you can improve
- Write a prioritised action plan you should begin to implement immediately that will have a positive impact on your customer retention rates
Course Details:
| Leader | Julian Thorne, The Big Wheel Consultancy |
| Length | Half day |
| Date | 26th February 2020 |
| Location | The Office Group (TOG), Henry Wood House, 2 Riding House St, London W1W 7FA - Nearest Tube: Oxford Circus |
| Time | 10.30 - 15.30 (Lunch included. All courses start at 10.30am to enable delegates from outside London to travel in on the day) |
| Style | Mix of classroom and workshop styles |
| Price | £199 +VAT (PPA Member) or £349 +VAT (Non-Member) |
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