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Post webinar blog: INMA subscriber retention master class with Martin Johnsen
Subscriber retention is not about luck, instinct, or a few well-timed emails. It comes from building a scalable system of continuous experimentation across the subscriber lifecycle. That’s the core lesson from our CEO, Martin Johnsen, who took the virtual stage at INMA’s latest Subscriber Retention Master Class, hosted by Greg Piechota, to unpack what the team at Subsets learned from running over 100 experiments with publishers around the world.
What you will learn from this session
- The common misconception about subscriptions
“It’s easier to retain a subscriber than it is to acquire a new one.”
Martin explained why this is the most common misconception and why first-party data, poor tooling, and limited experimentation are often to blame.
- What does an A-class profitability at scale looks like from retention perspective?
$748M in revenue and 41% year-on-year growth? Duolingo achieved it through thousands of A/B tests and a relentless focus on systematic retention experiments.
- Why does sophistication drop after pre-life (acquisition)
Most publishers invest heavily in acquisition and onboarding but strategies grow thinner as subscribers move into mid and late lifecycle stages. That’s where the real opportunity lies.
- Key takeaways from facilitating 100+ retention experiments
- Mindset change: Move beyond vanity metrics like open and click rates
- Different objectives: Not every experiment needs to be about retention
- Experimentation never ends: The most successful teams build a continuous testing system, not an occasional one
Watch the complete recording
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