Blog: Strategies and workflows to increase engagement and retention

Martin Johnsen shares insights from 100+ retention experiments at INMA’s Subscriber Retention Master Class, hosted by Greg Piechota.

June 23, 2025

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 Jonsson, who took the virtual stage at INMA’s latest Subscriber Retention Master Class, hosted by Greg Piechota, to unpack what his team learned from running over 100 experiments with publishers around the world.

Nikolai Skelbo

June 23, 2025

Learn how agentic lifecycle marketing uses AI agents to manage retention experiments, automate successful journeys, and measure subscriber outcomes.
Retention Science

Agentic lifecycle marketing for subscriber retention

Louise Trelles-Tvede

November 6, 2026

AI retention for predicting churn, reducing cancellations, & proving what works
Retention Science

AI retention for predicting churn, reducing cancellations, & proving what works

Nikolai Skelbo

October 30, 2026

Learn how to test churn prevention strategies, measure retention lift across subscriber audiences, and identify which experiments are worth scaling.
Lifecycle Automation

How to test churn prevention strategies

Louise Trelles-Tvede

October 16, 2026

How to retain recycler subscribers
Retention Science

How to retain recycler subscribers

Jonas Rideout

October 9, 2026

how to solve retention for spike cohorts using Subsets
Retention Science

Solving retention for spike cohorts

Louise Trelles-Tvede

August 28, 2026

AI decisioning for subscriber retention using Subsets
Lifecycle Automation

AI decisioning for subscriber retention

Nikolai Skelbo

August 14, 2026

Channel and cadence for retention results
Lifecycle Automation

Channel and cadence for retention results

Nikolai Skelbo

August 7, 2026

Subscriber auto-renew-off as a signal for retention journeys
Retention Science

Auto-renew-off as a signal for retention journeys

Louise Trelles-Tvede

July 31, 2026

Pause, discount, and downgrade should not be treated as interchangeable levers. A cancellation offer only tells you something useful when it is matched to the reason a subscriber is leaving.
Retention Science

Cancellation-flow experiments: pause vs. discount vs. downgrade

Nikolai Skelbo

July 24, 2026

Daily Mail uses Subsets to run faster retention experiments, compare control and test groups, and improve engagement and customer lifetime value.
Retention Science

How Daily Mail uses Subsets to run retention experiments faster

Judith Schrader

July 17, 2026

In 2026, subscriber acquisition costs are at an all-time high for businesses, while switching platforms has become almost frictionless. A subscriber can leave a media platform, retailer, or streaming service in the time it takes to tap "cancel," with a competitor one search away.
Retention Science

Recurring revenue through personalization, data, & scalability

Nikolai Skelbo

July 10, 2026

Subsets crosses 500+ lifecycle experiments run across onboarding, activation, engagement, renewal, upsell, winback, and churn prevention.
Company Updates

Subsets crosses 500+ lifecycle experiments

Judith Schrader

July 7, 2026

Pricing experiment matrix for subscriber retention
Retention Science

Pricing experiment matrix for subscriber retention

Nikolai Skelbo

June 26, 2026

Subscriber retention looks flat after 90 days for a reason. See what hides early progress and how teams build the system to improve it.
Retention Science

The 90-day subscriber retention problem

Nikolai Skelbo

June 19, 2026

Conversion journeys that every media subscription team should run to lift retention and CLV, backed with results from Daily Mail & a major US streaming company.
Lifecycle Automation

7 conversion journeys for subscriber retention in media

Louise Trelles-Tvede

June 12, 2026

How content consumption patterns can predict subscriber retention, identify churn risk early, and turn behavioral signals into always-on journeys.
Lifecycle Automation

Subscriber content consumption patterns that indicate retention

Nikolai Skelbo

June 5, 2026

pause flows can reduce cancellations and improve retention when they are matched to subscriber behavior.
Retention Science

Pause flows to turn cancellation intent into retained subscribers

Louise Trelles-Tvede

May 29, 2026

Subscription retention metrics commercial teams should track and own to reduce churn, improve LTV, and connect lifecycle actions to revenue outcomes.
Lifecycle Automation

Subscription retention metrics commercial teams should own

Nikolai Skelbo

May 22, 2026

LLM-generated content is not enough for subscriber retention. You need a lifecycle automation and retention engine.
Retention Science

Why LLM-generated content is not enough for subscriber retention

Nikolai Skelbo

May 15, 2026

Reducing subscription cancellations in 2026
Retention Science

Reducing subscription cancellations in 2026

Nikolai Skelbo

May 8, 2026

A/B testing for streaming subscription growth
Lifecycle Automation

A/B testing for streaming subscription growth

Martin Johnsen

April 24, 2026

Enterprise subscription management for B2C businesses using lifecycle data, segmentation, and testing to improve retention and long-term subscriber value.
Lifecycle Automation

Enterprise subscription management for retention and growth

Judith Schrader

April 17, 2026

Customer winback strategies for subscription businesses
Retention Science

Customer winback strategies for subscription businesses

Nikolai Skelbo

April 10, 2026

Pricing strategies for reducing involuntary churn in subscription businesses
Lifecycle Automation

Pricing strategies for reducing involuntary churn in subscription businesses

Nikolai Skelbo

April 3, 2026

Guide to AI-powered segmentation for subscribers
Retention Science
Lifecycle Automation

Guide to AI-powered segmentation for subscribers

Nikolai Skelbo

March 27, 2026

Customer retention playbook for subscription businesses
Retention Science

Customer retention playbook for subscription businesses

Martin Johnsen

March 20, 2026

What is subscriber retention and how subscription businesses can improve retention for sustainable growth
Retention Science

Subscriber retention and the foundations of sustainable growth

Nikolai Skelbo

March 12, 2026

AI engagement illusion in modern retention programs
Retention Science

The AI engagement illusion in modern retention programs

Nikolai Skelbo

February 20, 2026

Why predictive lifecycle automation beats AI campaign optimization for retention
Retention Science

Why predictive lifecycle automation beats AI campaign optimization for retention

Nikolai Skelbo

February 13, 2026

Retention strategies for subscription companies
Retention Science

Retention strategies for subscription companies in 2026

Martin Johnsen

February 6, 2026

common subscription lifecycle management challenges and how teams overcome execution, data, and retention gaps.
Lifecycle Automation

Common subscription lifecycle management challenges and how to overcome them

Nikolai Skelbo

January 30, 2026

Subscription lifecycle management & the role of retention in maximizing ROI
Retention Science

Subscription lifecycle management (SLM) and the role of retention in maximizing ROI 

Nikolai Skelbo

January 23, 2026

Guide to Marketing Campaigns for Subscription Businesses in 2026
Lifecycle Automation

Complete guide to marketing campaigns for subscription businesses

Nikolai Skelbo

January 16, 2026

how subscription businesses are approaching lifecycle automation in 2026
Lifecycle Automation

Lifecycle automation strategies for subscription growth in 2026

Nikolai Skelbo

December 29, 2025

How To Identify And Fix LTV Leaks Using Lifecycle Automation
Lifecycle Automation

How to identify and fix LTV leaks using lifecycle automation

Nikolai Skelbo

December 19, 2025

Subscription companies orchestrating CRM, CDP, analytics, and messaging tools to power scalable, measurable retention automation.
Retention Science

Building retention automation that works across CRM, CDP, and messaging tools

Nikolai Skelbo

December 12, 2025

Illustration of a retention automation roadmap showing predictive audiences, experiments, and automated lifecycle journeys.
Retention Science

Retention automation roadmap for subscription companies

Martin Johnsen

December 5, 2025

data foundations you need for automating lifecycle marketing
Lifecycle Automation

The data foundations you need before you automate lifecycle marketing

Nikolai Skelbo

November 28, 2025

Customer retention strategies that strengthen growth using Subsets
Retention Science

Customer retention strategies that strengthen growth

Martin Johnsen

November 21, 2025

Automated journey converting trial users into subscribers
Retention Science

Improving free trial conversion in subscription businesses with simple retention experiments

Nikolai Skelbo

November 14, 2025

Visualization of predictive models connecting experimentation, automation, and retention metrics in a subscription lifecycle by Subsets.
Retention Science

Predictive models for closing feedback loop in retention experimentation

Nikolai Skelbo

October 30, 2025

Illustration of lifecycle marketing software connecting acquisition, engagement, and retention stages to improve subscriber lifetime value.
Lifecycle Automation

How lifecycle marketing software powers retention and revenue growth

Nikolai Skelbo

October 23, 2025

Lifecycle marketing automation is the process of transforming every stage of the customer journey into a measurable and adaptive system.
Lifecycle Automation

The complete guide to lifecycle marketing automation for subscription businesses

Nikolai Skelbo

October 10, 2025

Measuring the impact of upsell experiments in subscription businesses.
Retention Science

How to measure the impact of upsell experiments

Nikolai Skelbo

October 3, 2025

Boost subscriber retention with lifecycle mapping, personalized messaging, structured experiments, and automated journeys that drive growth
Retention Science

How to improve the retention rate for subscribers

Nikolai Skelbo

September 25, 2025

AI-powered email marketing boosting subscriber retention, showing lifecycle stages from awareness to reactivation with automated journeys.
Lifecycle Automation

AI-driven email marketing for customer retention

Martin Johnsen

September 19, 2025

Scaling results turn single lifecycle experiments into compounding revenue gains. When outcomes are promoted into always-on journeys, they result in consistency, efficiency, and speed for businesses.
Lifecycle Automation

Turning experiment wins into automated lifecycle journeys

Nikolai Skelbo

September 12, 2025

Leading teams in 2025 drive retention through structured lifecycle experimentation, AI-powered testing, and KPI-aligned decision-making.
Lifecycle Automation

State of lifecycle experimentation in 2025

Martin Johnsen

September 5, 2025

4 stages of attribution maturity discussed starting from manual reporting and ending with predictive models leading to better decision quality and high retention.
Retention Science

Attribution maturity as a catalyst for growth strategy

Nikolai Skelbo

August 29, 2025

testing maturity drives sustainable subscriber retention through structured experimentation and constant optimization
Retention Science

How testing and constant optimization drive long-term subscriber retention

Nikolai Skelbo

August 22, 2025

Measuring subscriber performance beyond open rate & CTR using retention lift rate, LTV, and real engagement.
Retention Science

Measuring subscriber performance beyond open rate and CTR

Nikolai Skelbo

August 8, 2025

Evolving segmentation from static lists to intelligent retention engines using Subsets
Retention Science

Evolving segmentation from static lists to intelligent retention engines

Nikolai Skelbo

August 6, 2025

Scaling subscriber retention with automation and triggers | Subsets
Retention Science

Scaling subscriber retention with automation and triggers

Nikolai Skelbo

August 1, 2025

How to design smarter retention journeys with audiences and experiments
Lifecycle Automation

How to design smarter retention journeys with audiences and experiments

Martin Johnsen

July 18, 2025

Predictive analytics for customer retention
Retention Science

Predictive analytics for customer retention

Nikolai Skelbo

July 16, 2025

Turning churn metrics data into a retention strategy for subscribers
Retention Science

Turning churn metrics data into a retention strategy

Martin Johnsen

July 11, 2025

Role of channel sophistication in scaling subscriber retention
Retention Science

Role of channel sophistication in scaling subscriber retention

Nikolai Skelbo

July 8, 2025

Learn how to find retention blind spots in your subscriber's lifecycle.
Retention Science

Retention blind spots in the subscriber lifecycle you should avoid

Nikolai Skelbo

June 30, 2025

Assessing subscription retention marketing maturity using in-depth list of questions
Retention Science

Assessing subscription retention marketing maturity

Nikolai Skelbo

June 26, 2025

Subsets Is Now Managing Over 20 Million Subscriptions
Company Updates

Subsets is now managing over 20 million subscriptions

Nikolai Skelbo

June 16, 2025

Learn how the cyclone funnel is replacing subscriber journeys with early conversion, experiments & automated retention in publishing & streaming industries.
Retention Science

The cyclone funnel: Reality of subscriber journeys

Nikolai Skelbo

June 17, 2025

How to Bring Dormant Subscribers Back to Life Using Reactivation Workflows
Lifecycle Automation

How to bring dormant subscribers back to life

Martin Johnsen

June 11, 2025

Why Churn Predictions Do Not Retain Subscribers and Why You Need Retention Automation Engine Like Subsets
Retention Science

Why churn predictions do not retain subscribers

Nikolai Skelbo

June 2, 2025

Subsets joins FT Strategies and Google News Initiative
Company Updates

Subsets joins FT Strategies and Google News Initiative to shape the future of AI in publishing

Nikolai Skelbo

March 3, 2025

Subsets raises $1.65M to automate retention for subscription media using explainable AI
Company Updates

Subsets raises $1.65M to automate retention for subscription media using explainable AI

Nikolai Skelbo

February 27, 2024

Automate retention and lifecycle experiments

Learn how leading subscription businesses use AI to grow CLV, engagement and retention with Subsets.

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