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Paola Lagunes

Digital Media Marketing Manager, Recurly

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Paola is the Digital Marketing Manager at Recurly. With social media management and SEO content creation experience, she’s joined the demand generation team to bring new ways to position Recurly as a thought leader in the subscription management and billing industry across digital platforms.

After graduating with a Bachelor’s Degree in Marketing from Universidad Autónoma de Guadalajara in México, she’s helped local and global companies grow their social media audiences and increase online engagement through interactive, innovative content.

Outside Recurly, she likes to spend her time traveling, reading, exercising, and listening to Taylor Swift’s latest releases.

Latest posts by Paola Lagunes

The critical payment experience in consumer subscriptions

As payments become a crucial part of the customer experience, optimizing your payment experience is key to maintaining backend efficiency and a strategic imperative to foster trust, reduce churn, and unlock unprecedented growth. Forrester Principal Analyst Lily Varon, Recurly CPO Jonas Flodh, and Recurly CMO Lina Tonk came together to...

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AI & subscriber churn: Mastering recurring payments

It’s no surprise that payments are crucial in delivering seamless subscription experiences. From payment alternatives to local currencies, businesses continuously work to improve their checkout and recurring payment experience. And now, new technologies like artificial intelligence (AI) and machine learning (ML) can certainly boost these efforts. During AI & churn:...

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Inside Subscription Sessions: Combatting churn

On April 18, Subscription Sessions: Combatting churn gathered industry experts from leading brands like Alaska Airlines, FabFitFun, Roku, The Guardian, and Output to discuss trends, tactics, and real-world examples to drive retention, renewals, and upsells.  Watch the event on-demand now, or keep reading to get the highlight of each...

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How to successfully A/B test subscription pricing strategies

In today's consumer-centric economy, price can be the deciding factor for the success or stagnation of a product. Fine-tuning pricing is vital for success–whether it's about acquiring new customers, moving them from promotional offers to regular rates, or retaining them in the long run, the path to sustainable revenue growth...

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How to optimize subscription pricing with bundling strategies

Subscription models have become the holy grail of customer retention and revenue streams. To compete, you must continually evolve and optimize your subscription pricing strategy. As part of our virtual event, Subscription pricing & packaging: How to optimize and implement, Matt Lindsay, CEO of Master Economics, and Niraj Naik,...

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How to optimize your subscription pricing strategy with engagement and cohorts

In subscriptions, one size does not fit all. Understanding the intricacies of your customer base is pivotal when it comes to pricing and packaging. A generic pricing model often misses the mark in considering the diverse needs and preferences of unique subscribers. Personalized pricing and packaging strategies have surged to...

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How to navigate dynamic pricing for subscription businesses

Dynamic pricing is not new—it's been the staple of companies like airlines and hotels for decades. But today, with the rising demand for digital products and services, the subscription industry is adopting this model at an accelerated pace.  Why the shift? This pricing strategy allows businesses to respond to many...

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Key takeaways from 2024 State of Subscriptions: Industry benchmarks & trends

It’s hard out there. The new year brings new subscription challenges for global companies: spending is down, customer acquisition is challenging, personalization is now a necessity, and payments play a crucial role in the subscriber experience. As companies shift to retention, thorough benchmark and trend analysis are vital for success....

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2024 Trends and benchmarks for subscription businesses

The subscription model continues to experience major shifts in consumer behavior and expectations, where flexibility is not an option but a necessity–for both physical products and digital subscriptions. Additionally, as the global economy profoundly influences subscriber preferences, the key to sustainable growth lies in adapting to the latest trends in...

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Cyber Monday 2023 report: Trends & benchmarks in subscriptions

Cyber Week lasts from Thanksgiving Day through Cyber Monday and is a long-awaited time for online shoppers. It marks one of the biggest shopping opportunities of the year and kicks off the holiday season. This year, consumers spent $12.4 billion online on Cyber Monday only, after a record-breaking Black...

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Inside Subscription Sessions: Unlocking profitable subscriber growth

On November 2, Subscription Sessions gathered industry experts from leading consumer brands like Cinemark, CNBC, Sling TV to uncover strategies that drive long-term customer relationships–from acquisition to renewals, payments, taxes, compliance, technology, and more. Access all the sessions on-demand now, or keep reading the highlights of the industry event of...

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5 tactics to balance convenience & security in recurring payments

Payments have become experience architects in subscriptions–an essential aspect of flexible, seamless checkout processes.  Customers are always mindful of sharing their payment information when subscribing to a new service, so striking the right balance between convenience and security is key to long-term subscriber relationships.  Here are five proven tactics you...

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How to gain data visibility in app store & web subscriptions

Did you know that 90% of the top-grossing apps in the Apple App Store monetize their products through subscriptions? It’s no surprise that companies are turning to recurring revenue models to propel growth. In fact, 62% of businesses already have–or are developing–a mobile app. While it's a bold...

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Scaling subscriptions: Payments and compliance best practices

The digital subscription economy is expected to reach $1.5 trillion by 2025. Both digital and traditional businesses like hotels and automotive companies are shifting to a recurring business model to improve customer loyalty. As the industry matures, consumers have higher expectations when choosing subscription services, demanding smooth, predictable, convenient...

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Holiday shopping 2023: Consumers want to gift & receive subscriptions

The holiday season is near, and both businesses and consumers are preparing for the upcoming festivities. While economic conditions may affect spending, 53% of consumers are interested in giving gift subscriptions this year, according to our recent survey for 2023 holiday shopping trends. We asked 2,000 consumers in the...

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Understanding GAAP – ASC 340-40

The Accounting Standards Codification (ASC) is essential in keeping the integrity and consistency of financial reporting in the United States. Besides ASC 606 compliance, the ASC 340-40 has set criteria for firms to capitalize on short-term contract acquisition expenses. In this article, we’ll explain the definition, process, and considerations...

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What is Annual Recurring Revenue (ARR)?

Whether you offer short-term contracts or multi-year contracts, annual recurring revenue (ARR) is a key metric for businesses studying the financial health of their subscription model. Like every other company, subscription brands like BarkBox, Twitch, FabFitFun, Sling, Blue Apron, and Dollar Shave Club were shocked when the COVID-19 pandemic...

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Key subscription business metrics

Monitoring acquisition, revenue, and retention numbers are vital to your business's success. Metrics provide valuable insights into your company, offering a clear understanding of its performance and helping you make informed decisions. By monitoring key performance indicators (KPIs), businesses can assess their financial health, identify areas of improvement and expansion,...

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A definitive guide to recurring billing and subscription commerce

Recurring billing powers many of the services that both businesses and consumers use, rely on, even love every day. These automatic payments handle all the payment details on a regular schedule without each person (from customer to payment processor to business owner) having to manage these transactions. Can you imagine...

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How to calculate Monthly Recurring Revenue (MRR)

Consumers love their subscriptions–and so do businesses. The subscription model offers significant advantages for a company's financial health. Knowing your monthly recurring revenue (MRR) makes hiring more staff, investing in new product developments, or signing a lease for a bigger office space easier. Let’s review what is monthly recurring revenue,...

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Why the subscription business model is the future

From food delivery to Microsoft Office to Webflow—it seems like there's a subscription service for everything these days. What's evident in the trend is that the subscription economy will only grow in the years ahead. In fact, 70% of business leaders say subscription business models will be key...

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Delighting subscribers: Recurring payments trends, tech & compliance

The ever-evolving needs and preferences for particular payment options continue to drive purchasing behaviors, making the subscription payments experience a crucial element in personalization, where the right method and timing are key for acquisition and retention. When working on a payment strategy, a few questions come to mind: How do...

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Monthly Recurring Revenue (MRR) for subscription businesses

Although key performance metrics such as your customer retention and subscriber growth rate are important, many would argue that nothing is as vital as Monthly Recurring Revenue–after all, it is what makes the subscription business model so appealing.  This one stat can offer you a vantage point for developing...

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Avoiding the drip: Fix & prevent subscription revenue leakage

Maintaining a steady revenue stream is crucial for long-term success in today's competitive business landscape. Subscription companies often invest their resources in marketing, sales, and customer acquisition strategies to boost revenue. However, revenue leakage is a frequently overlooked aspect that can impact the bottom line. Subscription revenue leakage refers to...

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How to connect with subscribers from Boomers to Gen Z

From streaming services to box-of-the-month kits to software applications, subscriptions are the preferred way for consumers to access convenient products and services. However, companies must meet the preferences across generations to achieve sustainable growth in this competitive landscape. Understanding the demands and expectations of each subscriber cohort is key to...

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16 Strategies to reduce subscriber churn

In the subscription business, winning a customer is only the beginning. If you're ready to take serious steps to reduce customer churn rates, there's a lot of good news. It takes some work, but it pays off. Noticeably in your monthly recurring revenue and customer feedback surveys. 1. Analyze why...

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How to start a subscription business

Subscription companies have several advantages over companies that only have one-time offerings, such as a consistent and predictable revenue stream and the opportunity to build a more loyal customer base. There are countless examples in other industries, including outdoor gear and clothing. Many consumers have gotten used to...

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Westminster eForum: Priorities for digital competition and growth in the UK

In today's fast-paced technological landscape, the digital sector plays a significant role in the UK's economy, but it also brings new challenges for businesses–especially in the subscription industry.  Subscriptions are a growing industry. In fact, the subscription economy is projected to hit $1.5 trillion by 2025. It’s a business...

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TechCrunch Webinar: Turbocharge your business for the payment revolution

The need for a future-proof global payments infrastructure has become paramount–especially in the subscription space. As technology evolves and consumer expectations shift, businesses must adapt and be a step ahead to stay competitive and relevant. Recurly CTO Tony Allen, Worldpay Strategy Manager Ben Bello, The New York Times...

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How AI helps the subscriber experience, retention & revenue growth

Artificial intelligence (AI) continues to transform the ecommerce industry, and subscriptions aren’t an exception. With new technologies come new challenges, and business owners must understand how to incorporate AI into their current strategy and product offerings. In this article, we’ll share everything you need to know about artificial intelligence and...

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What subscribers want: 48% of consumers feel valued when rewarded for loyalty

Consumers’ demands and expectations are shaping the way subscriptions are perceived. And businesses must understand them to succeed.  To help you create a better consumer experience, Recurly asked over 6,000 consumers globally what they want from their subscription service–discovering valuable insights that drive engagement, loyalty, and satisfaction across geographies and...

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How the right subscription and billing software helps you scale

The subscription industry is growing at a fast pace, and technology is crucial in driving transformative changes. For tech leaders of fast-scaling brands, there’s always one big challenge: allocating engineering resources to focus on product innovation while struggling with the limitations of inadequate in-house recurring billing systems.    At Recurly, we’ve...

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What subscribers want: 71% of consumers want pausing options

Consumers are shaping the path for growth in the industry–understanding their demands and expectations is essential for success. To help you get a better picture, we went straight to the source. Recurly surveyed over 6,000 consumers globally about what they look for in subscription services to identify the key factors...

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What subscribers want: 82% of consumers want loyalty incentives

In the dynamic world of subscriptions, understanding consumer needs and expectations is essential for success. To tap into exactly what subscribers demand, Recurly surveyed over 6,000 consumers globally to discover valuable insights into what subscribers want from their subscription service—and the key factors that drive engagement, loyalty, and satisfaction. Our...

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Scaling subscription tech stacks: Insights for product leaders

Consumers dictate today’s market pace, especially in the subscription industry, where customers demand and expect flexible, personalised, and valuable offers.  How can subscription businesses continue to expand globally amid challenging economic times? And how can they do it seamlessly? On the 19th of June, a panel of subscription experts consisting...

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Consumer trends that drive subscription revenue

As the subscription industry continues to bloom, understanding what it takes to accelerate subscriber and revenue growth sustainably is key to differentiating from competitors.  At Recurly, we’re committed to sharing the latest findings on consumer demands, economic trends, and their impact on the industry. Oscar Wall, Recurly EMEA General Manager,...

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Webinar recap: Engineering subscription & billing management to scale

Scaling IT infrastructures is a common challenge for subscription businesses. Engineering and product teams are strapped for resources, often lacking the tech stack to handle the complexities of scaling globally.  Regardless of your business size, success relies on optimized internal processes, especially in technology. However, technology teams invest in building...

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Subscription accounting: Revenue recognition must-haves

The changing landscape of monetization and pricing models, along with an increased demand for personalized plans and product offerings in the direct-to-consumer (DTC) realm, create a greater need for accounting automation to comply with complex global revenue recognition standards.  Moreover, due to the current economic downturn, businesses are shifting to...

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Digital media subscription benchmarks: How does your business compare?

The streaming industry continues to transform how we consume media and enjoy entertainment. Modern-day customers are always on the lookout for ways to stay entertained, especially in the comfort of their homes, and streaming subscriptions offer a vast array of content at their fingertips. According to Forbes, video services...

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How to fight churn, boost customers' LTV, and never lose a subscriber

It's a big promise: "Never lose a subscriber." After all, isn't a churn rate of 0% impossible? Even in the best-case scenarios. Even if you've maxed out your customer loyalty programs, established an iron-clad payment method, and created a retention strategy that markets the best side of your business to...

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Revenue recognition software for Saas businesses

For a SaaS business model, revenue recognition is one of the most important accounting requirements; you often bill for services to be rendered far into the future, so the time that revenue is recognized can have a major impact on your quarterly and annual revenue models. In this article, we...

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How are recurring payments processed?

Think back to the last time you signed up for a subscription with a well-known company like Paramount+, Speedo, or PupBox. It was likely a fast and easy process. You provided your payment details, and off you went. From there, you were automatically charged an agreed-upon amount on an annual...

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How SoundCloud achieves global growth by delivering subscriber value

Accurate tax calculations and localised compliance are essential for subscription brands seeking global expansion. Although just one part of the expansion puzzle, neglecting these elements can create great challenges when scaling operations on an international level. Professionals in this space can find invaluable resources at the Vertex Exchange Europe 2023...

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Supercharging growth: Subscription trends & demands that drive revenue

The subscription economy continues to bloom–and as the industry thrives, the competition becomes more challenging every day. Understanding what it takes to sustainably accelerate subscriber and business growth is key to setting your business apart.  How can your brand stand out and become an industry leader? At Recurly, we are...

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Recurring revenue management software

The recurring revenue model has taken the business world by storm. According to Forbes, more than 90% of technology organizations are in the process of moving to this business model—or have plans to do so. However, only 55% consider themselves ready for the shift, which is likely far lower...

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The ultimate guide to recurring payment services

Recurring payment systems enable you to set up automatic billing cycles, ensuring customers are charged regularly without manual intervention–simplifying the payment process for both customers and the business. Automatic payment collection ensures reliable and secure payment processing, supports various payment alternatives, and offers subscription management and financial analysis tools. These...

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What to consider when choosing revenue recognition software

Subscription revenue recognition continues to bring new challenges for businesses. The consumer demand for diverse monetization and pricing models creates a greater need for accounting automation to comply with complex revenue recognition standards, like ASC-606 or IFRS-15. While many companies set out to develop a revenue recognition solution, this extensive...

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Recurring subscriptions: What you need to know

The subscription-based business model continues to rise in popularity, helping companies to find new revenue streams and cultivate long-term customer relationships. While economic pressures usually drive purchase decisions and customer behaviors, the demand for recurring products and services proves that subscriptions are the future of consumerism. In fact, the subscription...

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How automated credit card account updaters fight subscriber churn

"Card declined." These two words can do more than spoil someone's binge-watching plans. Credit card declines can hurt a subscription business' bottom line, and at the very least interrupt your cash flow. Card info changes all the time, and the more customers you have, the harder it is to track...

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Recurly Revenue Recognition: Simple, automated & accurate

Recognizing recurring revenue in subscriptions continues to become more complex and regulated. The trend toward diverse monetization and pricing models creates a greater need for accounting automation. And Recurly can help. If revenue recognition automation is of your top priorities this year, watch this 30-minute demo with Recurly’s...

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Is SaaS billing software the right solution for you?

Subscription management and recurring billing platforms are key to Software as a Service (SaaS) companies for several reasons: they provide an automated mechanism for billing and revenue collection, offer flexibility in pricing models, and provide robust analytics and reporting, enabling companies to gain valuable insights into customer behavior and preferences....

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Understanding subscriber churn

Churn–it’s the most coveted topic for all businesses, especially businesses that rely on the recurring revenue of subscribers. To understand churn–what it is, why it matters, how to calculate it, and how to minimize it–is to fully understand what your subscription business needs to grow faster, smarter, and stronger. While...

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Subscription revenue recognition: definition & steps

Cash flows differently for every business. Revenue recognition for subscription billing can be challenging to understand, calculate, and report. Traditional businesses sell and deliver products immediately, and thus they can recognize revenue immediately. Subscription-based businesses, however, deliver their services repeatedly and must recognize revenue over the time the service is...

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How to elevate your growth strategy with subscriber insights

Customer insights are a powerful way to ensure a data-driven, subscriber-centric approach across your business. These insights result from thorough analysis and interpretation of valuable information in consumer interactions and channels. Download now: The State of Subscriptions report provides the acquisition, growth, churn, and payments insights you need to...

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2023 Subscription trends upcoming webinar: Churn, acquisition, growth & payments

If one thing remains predictable within today’s erratic economy is subscriptions–especially for direct-to-consumer businesses, who are experiencing significant transformations.  The subscription economy market value expects to top $1.5 trillion by 2025. But as the industry matures and faces macroeconomic pressures, consumer expectations evolve. Is your business ready?  Keep a good...

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Five insight examples & how subscription brands have used them

Subscription businesses thrive on cultivating lasting relationships with their clientele, and in an era where subscriber preferences evolve rapidly, unlocking the secrets hidden within customer data is key for sustained growth. Subscriber insights make your overall strategy more targeted and guide you in designing an effective growth plan. From innovative...

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Consumer insights: A guide for subscription businesses

Anticipating consumers’ needs has become the main goal for most subscription businesses, especially in challenging economic times. Quality, actionable subscriber insights are the most effective way to achieve it.  The importance of subscriber insights analysis Consumer insights give you a deeper understanding of how your audience behaves and why–helping you...

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Chop churn by 73%: 5 effective churn management strategies

Churn is a reality in subscriptions. Businesses are constantly looking for new ways to identify, manage, and reduce churn.  Last month, Recurly experts Eric Holle, Senior Product Manager, and Jonas Flodh, Chief Product Officer, sat down with David Krauss, Vice President of Product Marketing, to discuss effective churn management strategies...

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Identify high-profitable subscribers & maximize your revenue

Every subscription business aims to build a strong subscriber base and turn their customers into brand ambassadors. Valuable subscribers aren’t necessarily the customers who spend the most. Profitable customers advocate on your behalf, share valuable feedback, and actively interact with your brand.  When identifying your most profitable subscribers, apply the...

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Credit card for subscription free trials?

Many components create the ideal customer acquisition promotional toolkit. Free trials are one of them. According to our survey report, The State of Subscriptions: What consumers want, 75% of consumers are more likely to subscribe if a free trial is offered. But this is no surprise–cautious customers love to...

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How to optimize your member journeys for a better subscription experience

Subscriber expectations constantly change; however, a compelling experience remains a top driver for revenue. Over 90% of consumers said they’d spend more with brands that offer streamlined experiences, while businesses enjoy 1.7x higher customer retention when prioritizing customer experiences.  Let’s review five effective strategies you can start working...

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The 5 must-dos to master subscription customer acquisition

Subscriber acquisition impacts your business and revenue growth, and it’s one of the most important and challenging strategies in subscriptions. Acquisition requires a deep understanding of your product, subscriber preferences and behavior, and consumer loyalty.  This article will teach you the ideal subscriber acquisition strategy and how to optimize yours...

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Why churn analysis matters & how to do it well

Various studies have shown that acquiring a new customer is anywhere from five to 25 times more expensive than retaining an existing one. It’s a big number but hardly surprising; companies have to spend a lot of money on advertising and sales to acquire new subscribers. With that in...

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Pause subscriptions: A powerful retention tactic

Subscriptions are a top driver of loyalty and revenue growth for brands looking to grow. However, there comes a time when consumers may consider canceling their subscriptions. In fact, our survey report states that 31% of U.S. consumers say they plan to cancel some subscription services this year–after 46%...

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Common credit card declines & how to prevent them

For most ecommerce businesses, failed one-time transactions are easy to solve when the shoppers simply use another payment method to complete the transaction. However, it is a different story for subscription businesses where the card details are captured during sign-up and used for recurring monthly payments.  In this article, we’ll...

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Six data-based strategies for fighting involuntary churn

Getting smart about nurturing your customer base is a true competitive advantage for subscription businesses. Every subscription business should be aware of what churn is, the different types of churn, and how to offset your customer acquisition cost with a robust retention strategy. To turn your churn around, you have...

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How to calculate churn rate: A better formula

Unlike other business models, subscription-based services rely on a consistent and steady stream of revenue coming from recurring payments. Churn serves as an indicator for customer satisfaction, perceived value, and overall business health.  Understanding and managing churn is crucial for sustained subscription success. Knowing what percentage of customers might not...

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Expert’s Guide: How to reduce subscription churn

Getting new subscribers is on every sales team's agenda. While acquisition efforts matter, retention ensures business growth. But with retention comes subscriber churn. All subscription brands face customer churn–it’s inevitable. We’d be lying if we said that you could eliminate it; however, you can actively work to reduce your...

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Subscriptions explained: What is churn rate?

Subscription models continue to grow exponentially with no signs of stopping. Competition rises, shopping priorities shift, and prices change; yet one thing is certain: not all subscribers will stay with you forever. Enter churn rate, the number of subscribers who cancel your service during a specific period. It may seem...

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Ecommerce personalization to reduce churn & how Recurly helps

In the last couple of years, especially during the pandemic, we saw the rise of new consumption preferences–personalization is one of these.  It’s no secret that personalization drives subscription success. According to Forrester, 77% of consumers prefer brands that offer tailored services and experiences, while 66% of customers expect...

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15 critical questions to ask when evaluating a payment gateway

Besides a billing and management platform, subscription businesses also need a payment processor to handle their recurring payments—that critical link in the chain that delivers revenue to the business. Understanding the factors that are most important to your business and knowing how a gateway–or two–can meet those requirements will help...

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5 tactics to nail the endemic customer experience with Recurly

The impact of COVID-19 on subscriber behavior has been drastic. Lockdowns and restrictions expedited the shift from purchases in brick-and-mortar stores to ecommerce–changing every aspect of the customer experience, especially in the subscription business. While some have seen a positive impact, others have faced more challenges than opportunities, forcing...

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What is & how to calculate net revenue retention

When running a subscription-based business, fighting against churn is one of your everyday battles. Even though customer acquisition is a major need to scale a business, the ability to retain existing ones is easier and less costly.  Tracking and constantly improving net revenue retention (NRR), among other revenue churn...

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Understanding the dunning process

According to Recurly’s comprehensive study on churn, subscription based businesses have an average involuntary churn rate of 1.0%. That may sound like a tiny percentage, but that’s the monthly rate. Over a full year, a large percentage of subscribers leave involuntarily—and it’s very possible to save them by taking...

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The benefits of subscription billing software for your business

More and more companies are turning to the subscription business model to generate dependable, predictable recurring revenue. After all, subscription businesses are growing five times faster than the average company. However, subscription services bring new challenges–especially when it comes to payments and billing. To name a few, customers may...

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PSD2 compliance with Recurly: A comprehensive guide

PSD2 is a European regulation for online payment services that seeks to make them more secure and less fraudulent. In this article, we’ll answer all your questions about this regulation and how you can stay PSD2-compliant with Recurly. What is PSD2? PSD2 stands for Payment Services Directive 2 and is...

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