[DAY 8] Retain your paying subscribers
Let’s talk about one of the most overlooked aspects of a paid newsletter: retention.
Getting new paid subscribers gets you overexcited, but here’s the reality: not everyone will stay.
From what I've seen, the average retention rate for paid subscriptions after 12 months is around 60%. Some people will leave, and that’s okay.
It’s part of the game.
But with the right strategies, you can retain more members, build a loyal community, and even grow your revenue from your most loyal fans.
So far I have an above Substack average paid members growth rate and above Substack average retention rate at 6 months.
Here’s how:
1. Build Personal Connections
People don’t subscribe to some website or a newsletter, they subscribe to you.
Your paid members joined because they value your voice, your insights, and the way you make them feel seen and heard. To keep them around, you need to nurture that relationship.
Show Interest: Send personal messages to new paid subscribers. Ask why they joined, what they’re looking for, and how you can help.
Engage Directly: Reply to their emails, respond to comments, and make them feel valued.
Ask Questions: You'll learn more about them which will make them feel important and also give you valuable insights for your audience.
Pro Tip: A simple “Thank you for subscribing! What are you hoping to get out of this newsletter?” won't work. Go deeper and personal. Ask about their journey, their challenges and how can you better help. This can go a long way in building loyalty, and even friendship.
2. Continuous Value
Here’s a list of some ideas how to keep delivering value month after month:
Ongoing Challenges: Host exclusive challenges that keep your paid members engaged.
Workshops & Live Sessions: Offer regular live events where they can interact with you directly.
Exclusive Chats or Groups: Create spaces where paid members can connect with each other and with you.
When subscribers feel they’re getting more than just content, they’re more likely to stick around.
3. Accept Churn Happens
No matter how much value you provide, some subscribers will leave. It’s not a reflection of your work. It's business.
Don’t Take It Personally: People unsubscribe for all kinds of reasons—financial changes, shifting priorities, or simply because their inbox is full.
Focus on Retention, Not Perfection: A 60% retention rate is average. If you’re above that, you’re doing great.
Focus on Who Stays: don't try to win back those who leave. It's too late. Focus on the remaining - those are the people who still care.
4. Build an Engaged Community
People may unsubscribe from you, but they won’t leave a community where they feel like they belong. It's an unconscious survival instinct, you can't control it. That's why communities are so powerful.
Here’s how to grow an engaged, supportive community:
Create Opportunities for Interaction: Encourage members to share their thoughts, ask questions, and connect with each other.
Build a Sense of Belonging: Use inclusive language that makes members feel like they’re part of something bigger.
Be the Leader: Act on increasing the interactions and keep the conversation going. If you don't start the conversation, nobody will.
Pro Tip: Your community doesn’t have to be huge to be impactful. A small, tight-knit group of engaged members is often more valuable than a large, passive audience. Especially if those are your paid members.
5. Your Paid Members Are Your Biggest Fans
Here’s a secret: your paid subscribers aren’t just readers. They’re your true fans.
These are the people most likely to buy from you again.
Don’t just think about retaining them.
Think about how you can offer even more value.
The more you listen and respond to their needs, the more they’ll trust you.
And the more likely they’ll be to stick around and buy more from you.
Bottom Line
Growth naturally slows down over time.
At some point, retention will be your main job.
Start your newsletter with a retention strategy in mind.
Build your offers thinking about how you retain these people after 12 months. It will save you tons of time (and frustration) in the future.
Take it from someone who's been dealing with this for more than 15 years.
Thank me later ;)
What’s Next?
Tomorrow, I’ll show you how I became a Substack bestseller in just three months, so you can see what’s possible when you put these strategies into action.
See you then, Yana
P.S. This post is the raw foundation of the retention strategy I have as part of my paid subscription, so take it as a gift. It's part of my flagship Write2Sell column, where I talk about growing your Substack and especially how to retain paid subscribers.
P.S.S. I still haven't announced this yet, so you're the first to know: I'm deep-diving into these (and some more topics) about Substack, compiling them into a flagship course, called Substack Quest - where you'll have everything in one place. All my strategies, case studies and tools I use to achieve these results. Once I complete it, I'll increase the price (currently just $5/month (paid annually)). Upgrade now and secure your spot at this low price forever!