You're reading The Audiencers' newsletter #81 sent out on January 21st, 2026. To receive future newsletters straight to your inbox every two weeks, sign up here.
It’s good to be back! A little more tanned, a lot more rested (although jet lag is tough!) and very much ready for this year ahead!
It feels like a lifetime ago already, but happy new year – I hope you got to make the most of the festive period to relax and spend time with friends and family.
In today’s newsletter:
- Benchmarking galore: when you’re in need of some inspo you know where to look
- 5 things subscription leaders should do: how to become an elite player in the game of extreme cross-functional collaboration
- Referrals as a subscription growth tool: the inexpensive, loyalty-building acquisition strategy to make use of
Benchmarking galore
To gently switch my brain back into work mode and catch up on everything you’ve been working on recently, I’ve been busy screenshotting media sites from around the world, covering various steps in the reader revenue funnel to inspire your redesign and testing efforts!
In our latest collection of benchmarks, you’ll find:
- How to increase your newsletter subscriber base
- User needs models benchmarks
- Value proposition benchmarks
- 150+ paywall (on-site & on-app) benchmarks
- Registration wall benchmarks
- Content, features & benefits to offer subscribers
- Subscription offers page
- Onboarding benchmarks
- Cancellation benchmarks
!!!
Yes, it took a while…
> You can find them all here, your new fave link to bookmark and come back to
5 things subscription leaders should do
Subscriptions sit at the exact intersection of business, product, editorial, and data, which makes those in charge of the topic elite players in a game of extreme cross-functional collaboration.
To succeed in this role, consultant Selma Stern suggests working on these 5 things:
-> Accept your real job: consensus builder, not decision maker
You bridge the gap between “commercial needs” and “technical constraints” by analyzing the data and presenting it without ego
-> Master internal storytelling
When you don’t have the power to decide, you only have the power to compel. You can’t simply tell an editor to “assign more premium content”. You have to sell them the story of why it matters in a freemium setup.
-> Build cross-functional infrastructure
While storytelling matters, you cannot rely entirely on logic. You need to build a “shadow” organization that bypasses the bureaucracy to get things done – weekly meetings, chat groups, killer subscription dashboards…
-> Invest in human chemistry
The strongest data pipelines aren’t built in SQL; they are built in social settings. Personal empathy unlocks collaboration
-> Give away the credit
If you make teams look like heroes, they’ll be ready to help you in the blink of en eye in the future!
Find the full article by Selma on Audiencers
Referrals as a subscription growth tool
Rising customer acquisition costs are making it increasingly difficult to win new subscribers at affordable prices. But, according to Lennart Schneider, there’s one channel that’s not being used to the max… your users.
Your most loyal subscribers and fans are likely already talking about you to others, so why not reward them for these conversations and encourage them to do it more ofter?
So how can you make the most of referrals as a subscription growth tool?
1. Maximize visibility
The most common mistake is hiding the referral program in a sub-menu. To maximize engagement:
- Place it on the “first level”: Making the referral icon visible on the main navigation or home screen can increase usage by 8x
- Use visual cues: Include a currency symbol (to highlight monetary value) and small animations to draw the eye to the referral link
- Identify “moments of delight”: Prompt users to refer others immediately after a positive experience, such as finishing a great article or giving a high NPS rating
- CRM integration: Regularly remind users about the program through newsletters and push notifications
2. Prioritize cash rewards
While discounts and free months are common, cash is the most effective incentive for several reasons:
- Universal appeal: It’s valuable to every user, regardless of their interests
- Scalability: Unlike free months (which lose appeal after a while), cash remains a strong incentive even after 10 or 20 referrals
- Mobilizes non-subscribers: In freemium models, cash incentives can turn the 90% of users who don’t pay for a subscription into a powerful acquisition force
3. Align rewards with lifetime value
To reduce the risk of high Customer Acquisition Costs (CAC), publishers should consider ongoing payouts rather than a one-time fixed bonus.
- Revenue sharing: Offer referrers a percentage (e.g., 10%) of the referred user’s monthly subscription fee for as long as they remain a subscriber
- Risk mitigation: This ensures you never pay more to acquire a customer than you earn from them. If the new subscriber cancels, the bonus payments stop
4. Consider double-sided rewards
A referral involves a user spending their “social capital” to suggest to a friend or family member to join. To make sure this isn’t wasted, you could consider:
- Balanced rewards: Provide both the referrer and the referee with a benefit. An exclusive discount for the person being invited significantly increases the acceptance rate.
- Time-limit discounts: For the referee, offer a discount for a set period (e.g., the first 3-6 months) rather than indefinitely. This protects your Average Revenue Per User (ARPU) in the long term.
TLDR: when used effectively, referrals can provide a sustainable, low-risk engine for acquisition!
> Find the full article on Audiencers, definitely one to share with your acquisition & marketing team
See you in 2 weeks for the next newsletter,
Madeleine
