Black Friday Without the Profit Burn

Pete Ericson, CEO & FounderZEEN101

Boost Black Friday Revenue Without Devaluing Your Subscriptions

Skip deep discounts on Black Friday; instead, offer time-based promotions like three months for the price of one to encourage trials without lowering perceived value. Focus on annual plans and a tiered upgrade strategy to build loyalty and reduce churn.

This podcast (video version below) discusses a strategic approach for publishers considering Black Friday promotions without eroding their subscription value. Here are key takeaways:

Avoid Deep Discounts: Traditional large discounts, like 50% or more, often devalue your content and create “sticker shock” at renewal, increasing churn. Instead, consider moderate offers or add value in other ways.

Sell Time, Not Price: Rather than slashing prices, offer time-based promotions, such as three months for the price of one. This encourages trial without implying lower content value.

Encourage Annual Subscriptions: Annual subscriptions tend to have lower churn than monthly ones. If a discount is necessary, apply it to annual plans only. This gives users more time to build loyalty before renewal.

Use a “Leveling Up” Strategy: Think about subscription as a progression. Start with an affordable plan and gradually offer upgrades, such as ad-free options, access to premium content, or even a higher donor level for supporters.

Referral Promotions: Offer subscribers a three-month gift subscription to share with a friend. This brings in qualified leads and grows your newsletter list without heavy discounts.

Test Simple Offers: A well-designed subscribe page with a clear offer, such as “First 3 months for the price of 1” alongside an annual option with a small discount, can increase conversions.

Ultimately, structuring your promotions around time and experience upgrades rather than steep discounts can protect your brand and reduce churn, building a loyal subscriber base.

Listen to this audio podcast here: paywallpodcast.com.


Watch the videocast

Let’s talk paid subscriptions

Peter Ericson

Want to learn more about growing your audience and converting subscribers with your paywall? Get in touch with Pete.

Let’s talk

Learn how Leaky Paywall can help grow your subscription revenue