Subscription Marketing

Subscription marketing has evolved from what was a primarily a print based commodity into an essential digital component in many of the world’s largest commercial strategies. From Netflix to Amazon, Graze to News UK, subscriptions are now key to steady revenue.

Whether you are just starting out in subscriptions or you’re working in a well-tuned subscription company, our course will teach you vital steps in how to approach subscription marketing, measuring the true value of your income verses your marketing spend. It will teach you about the logistics of getting people to pay on a regular basis and how to use automation and personalisation.

So what does it take to make a subscription successful? How do you entice people to commit to ongoing payments, keep them happy and stop them from leaving? Our Subscription Marketing course will answer all these fundamental questions and more.


Course Details:

More than 1 in 10 households now have a Netflix subscription, 30 million people subscribe to listen to music on Spotify and there are an estimated 80 million Amazon Prime subscribers. There are many benefits to subcriptions, including improved forecasting ability, steady revenue and lower retention costs for customers, convenience and perceived value are key.

Our course will help you gain a better understanding of the importance of segmenting your customers and their lifetime value. You will have clearer insight into pricing, what works and what doesn't and finally, how to be successful in subscription marketing.

At the end of the day, you’ll come away with invaluable subscriptions marketing knowledge that you can put in to practice straight away.

What we'll cover on the day:

An introduction to Subscription Marketing

  • What is subscription marketing?
  • Advantages to subscription marketing
  • What drives profitable subscriptions?
  • Downside of subscriptions
  • Customer life cycle of a subscriber
  • How to categorise subscribers & structure your customer base
  • What is life time value?
  • How to calculate life time valueHow to manage cost of acquisition vs ROI

Paying for subscriptions

  • Payment types
  • Repeat billing
  • Special offers & promotions
  • How to sell subscriptions content & engagement

Content strategy & scheduling

  • Media consumption & devices
  • Automation & personalisation
  • Building relationships & engagement

Managing churn & extending the lifecycle

  • Introduction to churn
  • How should you define churn?
  • Types of churn?
  • Reasons people cancel
  • Building loyalty & rewardsAdvocacy

Payment options: All major credit cards (Online) or invoicing


None of these dates work for you? Or would you prefer an on-site training session? Either way, IT People can help. Our tailored training courses are totally flexible and built around you, from location to number of attendees (we even train one-to-one) to how the course is delivered right through to the specific content. Whatever we can do to help with your session, we will do it.

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