Key takeaways
- Most subscription brands answer yes to only 3 or 4 of these 10 churn audit questions on their first pass.
- Brands scoring 5 to 7 lose 20 to 30% of subscribers who could have stayed, and brands under 5 likely lose 50%+ in the first 90 days.
- The audit checks cancel timing, skips, cancel flow routing, onboarding, billing frequency, dunning and rewards at orders 2, 3 and 6.
Try this.
Answer yes or no to each question about your subscription program.
No looking things up.
Just what you know right now.
- Do you know the exact month most of your subscribers cancel?
- Can your subscribers skip an order without emailing you?
- Does your cancel flow show different options based on why someone is leaving?
- Do you have more than one email in your onboarding sequence?
- Does your billing frequency match how quickly subscribers use the product?
- Do you have an automated dunning sequence for failed payments?
- Is there an email scheduled to go out before your highest-churn month?
- Does your cancel flow include a personal video from the founder?
- Do you reward subscribers at order 2, 3, and 6?
- Can you pull your 90-day retention rate in under two minutes?
Count your yes answers.
- 8 to 10: your retention infrastructure is solid.
- 5 to 7: you are losing 20 to 30% who could have stayed.
- Under 5: you are likely losing 50%+ in the first 90 days.
Most brands score 3 or 4 on their first pass.
The gaps are not complicated to fix.
They just have not been built yet.
Want every question checked for your brand? Get your free Subscription LTV Scorecard.
