It’s no secret that it's cheaper to keep an at-risk subscriber than to acquire a new subscriber. But how do you keep subscribers renewing year after year? Better yet, how do you build a relationship that not only retains them but turns them into brand advocates? According to exclusive reporting in our annual State of Subscriptions report, the average subscriber lifetime value is around 2 years’ time. Fostering trust and loyalty is a strategic investment that directly impacts your bottom line. 

A lack of transparency and trust from the subscriber perspective can lead them to disengage and even churn. Building trust requires consistent effort, but the payoff is undeniable: loyal subscribers who view your company as a partner, not just a service provider.

Practical steps to build and maintain subscriber trust

Building subscriber trust is a gradual process that requires time, dedication, and a well-thought-out strategy. It’s about more than staying ahead in your industry; it’s about mastering the fundamentals and ensuring subscribers feel valued, understood, and engaged.

Personalization for subscribers

Subscribers shouldn’t feel like just some account on a spreadsheet. Personalized experiences are no longer just an expectation—they are now an essential cornerstone of thriving merchants. Personalization comes in many forms, some of these options include:

  • Tailored payments: Seamless checkout experiences that allow subscribers to pay how they choose whether that be credit, debit, Apple Pay, or any other payment. Seamless checkout is on the rise with services like Apple Pay jumping to 1.8% usage in 2024 over 0.6% in 2023. 

  • Plan structure: Subscribers want flexibility in their plan selection. Nearly three quarters of Recurly’s merchants offer both annual and monthly plans for their subscribers. Right subscribers, right time, right plan.

  • Pause capabilities: Pausing subscriptions grew by over 66% in 2024. Pausing is a must-have for subscribers and will continue to be for the foreseeable future.  

  • Loyalty programs: 70% of subscribers would reconsider cancelling if offered rewards. Loyalty programs offer you the personalization to keep and retain at-risk subscribers. 

  • AI tools: AI enables better segmentation of subscribers and predicting at-risk subscribers. It can even help you craft dunning campaigns and win-back campaigns as well. 

Transparent and clear communication 

Let’s start with one of the most important and basic fundamentals: Trust begins with clarity about your product and pricing. Hidden fees, confusing billing, and sudden product changes can harm subscriber trust. Even with custom pricing, it’s vital to clearly explain the subscription benefits and how pricing is calculated. Add-ons and tiers are encouraged, but merchants should ensure subscribers understand the value behind the price.

Subscribers come back to subscriptions they trust. Churn is no longer the end—nearly 1 in 5 subscriber acquisitions resulted from re-acquiring a subscriber who had formerly canceled.  With upcoming rule changes from the FTC, known as “click-to-cancel,” this will become even more present. Consistent and unified communication across channels on your services can ensure subscriber trust. 

Communicate proactively

Along with transparency, merchants should be proactive in letting subscribers know about the benefits of their services. This includes letting them know about:

  • Rewards/loyalty programs

  • Improvements to the service

  • Opportunities to renew subscriptions

  • Discounts offers

The first 30 to 60 days of a new subscription are critical. During this period, subscribers may be unaware of the full range of rewards and benefits you offer. It’s essential to actively communicate these advantages, not only during this initial phase but consistently throughout the subscriber's lifecycle. Consider using our retention cheat sheet for best practices in those early and later phases. 

Create community

Building a community around your brand can deepen your subscriber relationships and build trust among skeptical would-be subscribers. Consider taking actions like:

  • Create spaces for interaction: Establish user portals, website forums, social media groups, or even host in-person events to connect subscribers.

  • Build micro-communities: Focus on groups, shared interests, or niche product features to cultivate loyal and engaged audiences while leveraging opportunities to expand connections. Alaska Airlines and The Guardian have both used this strategy to great effect. 

  • Provide opportunities for feedback: Actively seek subscriber input on new features or offerings, ensuring they feel involved and valued in your product’s development.

Correct mistakes

No company can achieve perfection, though everyone aspires to it. Subscribers know that mistakes can happen, however, it can turn into a disaster if you are not there to meet the moment. Exceptional customer support can turn churn into triumph. Admit mistakes and address them quickly with subscribers. Consider offering multiple ways of support for subscribers and regularly train staff on ongoing problems subscribers are experiencing. 

Recurly offers an entire site dedicated to most common questions, definitions, and problems merchants may encounter. Merchants can easily find answers, and Recurly can focus on bigger and more complex issues for merchants. 

Trust is the key

Building trust with subscribers isn’t just a strategy—it’s a competitive edge. Prioritize transparency, honesty, and personalized communication to boost loyalty, reduce churn, and strengthen your market position. Start today with one trust-building practice—because in the subscription economy, trust is everything. 

Like what you’ve read and want to learn more about Recurly? Let's chat!

Behind the data: Join our State of Subscriptions webinar

Want to unlock the full story behind our State of Subscriptions data? Tune in on February 5, 2025, for an exclusive virtual webinar, 2025 State of Subscriptions: Behind the data, where we will dive even deeper into industry benchmarks, trends, and predictions across churn, retention, payments, and more. 

Mary Rosberg, VP Growth Evangelist, and Brian Geier, VP of Business Intelligence at Recurly—along with other industry experts from Chegg, Lucid Software, and Codecademy—will break down the report’s findings and share actionable insights to help you grow and retain subscribers.

What to expect:

  • A deeper analysis of acquisition, churn, and retention benchmarks.

  • Success stories and strategies from top subscription businesses.

  • A live Q&A to tackle any questions around your must-haves in 2025.

Save your spot today! Can’t join us live? Register anyway, and you’ll receive the recording straight to your inbox.