REWARDING SUBSCRIBERS WEEK IN, WEEK OUT

Reducing subscriber churn is the primary objective of The Australian’s Retention team. With subscribers who took up an offer being half as likely to cancel as those who did not, it was imperative to encourage subscribers to redeem their rewards.

The Australian Plus offers subscribers with exclusive benefits with offers, events and competitions. To let subscribers know of the rewards they were entitled to and drive redemption, I managed the development of weekly rewards campaigns across press, digital display and email.

Over time, these campaigns helped increase redemption, creating more engaged customers and reducing churn. In fact, customers who redeem an offer through the campaigns were 60% less likely to cancel as those who did not.