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 programmes.

"Retire the optimistic term 'rete3ntion' and look the real beast in the eye: churn," Piechota says. "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 held via Zoom, is Wednesday, 10 June.

The master class topics will comprise:
  • 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? and
  • 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 aim to 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 focussed.

The master class will include more than six hours of video-based programming over three modules:
  • Tuesday, June 16: 'Know your churn to strangle it'
  • Tuesday, June 23: 'Engage readers to they never want to leave', and
  • Tuesday, June 30: 'Predict the future, save revenue today'.
Individuals who are interesting in registering for the class can register here.

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