This session, from the 2025 PPA Independent Publisher Conference, dived into strategies for building subscription growth through audience trust and loyalty. Expect hands-on strategies you can take away to engage and convert your audience and build long-term loyalty.

Speakers

• Abi Spooner, Strategy Partner, Atlas
• Athena Chrysanthou, Deputy Head of Newsletters, The Times
• Emma Robinson, Head of Customer Experience, New Scientist
• David Robinson, Group Senior Subscription Marketing Manager, Big Issue
  

Listen to the audio from the session, and read the key takeaways below

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Key takeaways

Become a daily habit for your audience
You need to create opportunities for your audience to interact with your brand at least once a day. If you’re able to give them a reason to make your content part of their habits and routines, they are more likely to stay loyal.

Talk to your customers and collect data
Understanding what your audience wants and expects is essential. You need to proactively collect feedback, especially from those who are at risk of lapsing. And utilise automations and dynamic content when your data shows specific users aren’t engaging.

Your newsletter strategy can bring back lapsed members
The Times demonstrated how different newsletters have different purposes – from being a shop window of your best content for cold audiences, to niche daily bulletins that are for subscribers – each newsletter should have its own strategy and audience.

Focus on bringing your audience something new
What can’t they get anywhere else? Quality over quantity is crucial here – you can make what you already have work harder for you by repacking archival content or go deep and create something bespoke.

Global events provide new opportunities
During the Pandemic, The Big Issue introduced a subscription model as traditional purchasing from vendors wasn’t possible. It’s proven successful and allowed the brand to continue diversifying with new products and forge deeper connections with their audience.