Engaged subscribers don’t just stick around longer; they’re also more likely to spend more and advocate for your brand. But how do you deliver continuous value that keeps subscribers hooked? 

Key challenges in subscriber engagement

Some of the main obstacles businesses face include the following:

  • Rigid pricing structures: One-size-fits-all pricing doesn’t meet subscribers’ diverse needs. Customers demand flexibility in how they engage with services. 

  • Low personalization: Generic experiences fail to provide value to modern subscribers who expect tailored interactions. 

  • Limited retention tools: Without dynamic features like loyalty incentives or pause options, it becomes difficult to win back disengaged customers.

Key strategies to retain and re-engage subscribers

Let's look at actionable strategies to actively engage subscribers while addressing these challenges.

1. Create personalized experiences

Subscribers want to feel like more than just another number. Leverage personalization to deliver recommendations, exclusive offers, or content that’s tailored to their needs. Moreover, add ways for subscribers to have choices with your products across the lifecycle.

💡 Tip: Allowing subscribers to choose their type of experience or “specialize” your service can be a great tactic. For instance, FabFitFun personalizes subscription boxes and allows for hundreds of different combinations.  

2. Offer flexible and customizable plan options

Recurly’s report reveals that 71% of merchants provide both monthly and annual plans, showing a clear preference for customizable subscription models. Offering multiple plan options caters to diverse customer needs and gives users a reason to stay rather than switch to competitors. 

💡 Tip: Test hybrid plans (like pay-as-you-go options) or allow upgrades/downgrades between tiers. Subscribers value the freedom to choose what works best for them at different stages of their lives.  

Bundling with other services can also add value to your pricing and reach subscribers across different platforms. Speaking of flexible plans…..

3. Add subscription pause functionality

Sometimes, subscribers don’t want to cancel completely—they just need a break. The option to pause a subscription is becoming more popular, with digital media services seeing a 330% increase in pause features and a 68% rise in their use year over year across all industries. 

💡 Tip: Offer subscription pause options in-app when a customer wants to cancel. Include reminders that keep paused users aware of upcoming offers or features they’re missing.  

Pausing allows subscribers to step away for financial, seasonal, or personal reasons without canceling entirely. When combined with reactivation campaigns, pause features significantly boost the chances of subscribers returning. Churn no longer has to be the end. 

4. Communicate value early and often

When subscribers know what they’re getting and why it’s worth it, they’re less likely to churn. Letting them know as early as possible and as often as possible can help them stay engaged with your product.

💡 Tip: Build a value-focused onboarding experience. Onboarding isn’t just about technical setup; it’s your first opportunity to communicate your service’s benefits.  

💡 Tip: Maintain communication. Regular updates, curated newsletters, or video messages that highlight new features or products help frame your service as indispensable. 

5. Reward loyalty

Imagine you’re about to cancel a subscription—but then you’re offered a reward, like an exclusive discount or a free upgrade. Would you reconsider? Statistically speaking, 70% of subscribers would. Incentivizing loyalty with points, discounts, or rewards makes customers feel valued and appreciated. There's no shortage of ways to build stronger relationships with your subscribers. 

💡 Tip: Offer loyalty rewards that are exclusive to long-term customers (2 years +). For example, send a personalized email containing a unique code on their annual anniversary date.

6. Frictionless, secure payments

Subscribers want simplicity and security in their payments. Friction in the payment process can lead to churn before users even engage with your service. Using alternative payment methods like Apple Pay and Google Wallet is one way to make this process as easy and as safe as possible. 

Additionally, merchants using APMs saw fraud declines as low as 1.4%, compared to higher rates for traditional debit and credit cards. Accepting global payment methods—or offering regional pricing—can further expand your subscriber base and foster trust.  

💡 Tip: Make sure your checkout process is seamless on all devices. Integrate multiple payment methods and allow subscribers to pay how they want.

7. Build a community of subscribers

Many businesses use micro-communities and events to increase engagement and drive loyalty. For instance, some digital media companies host exclusive virtual events for long-term subscribers, while eCommerce brands create forums where users share knowledge and experiences with each other. This kind of interaction fosters a shared sense of belonging that keeps customers engaged. 

💡 Tip: Launch a private online community or engage your audience with regular check-ins on social media. Add special perks, like early access to new features. 

8. Utilize AI to tackle engagement

AI empowers businesses to segment, target, and personalize the subscriber experience with greater precision. It also helps minimize failed payments, transforming potential customer churn into valuable growth opportunities. Additionally, AI can analyze customer data to identify patterns and behaviors that indicate high levels of engagement. This enables businesses to create targeted campaigns and offers based on individual interests and preferences.

💡 Tip: Consider using tools like Recurly Compass to simplify your workload and make strategic decisions quickly.

Re-engaging lapsed subscribers 

No matter how effective your engagement strategy is, some customers will eventually drift away. But that doesn’t mean they’re gone for good. 

Strategies to win them back:

  • Exit surveys – Learn why they left to address specific concerns. 

  • Limited-time offers – Discounts or free access to premium features can entice old subscribers to return. 

  • Value-focused communication – Remind them of what they’re missing and share updates on improvements since they last subscribed. 

Want to learn more about retention and engagement? 

Want to learn more about why retention should be your top priority in 2025? You can read our 2025 State of Subscriptions report here.