Show Appreciation to Your New Subscribers

If you’ve ever worked on subscriber campaigns, you know how hard it is to get first-time subscribers.

They’re expensive to acquire, and unfortunately, they often renew at lower rates than longer-term subscribers.

Too often, these subscribers don’t hear from the organization again until it’s time to renew, and by then, the connection might already be fading.

I remember dealing with this challenge when I was an executive director, and I know how critical it is to keep those first-time subscribers engaged.

Let’s talk about how to use the holidays to strengthen that connection and improve your chances of renewal.

Here’s how you can show your appreciation during the holidays in three simple steps:

Step One: Send a Personalized Thank-You.

Take the time to send a heartfelt, personalized thank-you message to your first-time subscribers.

Use their names, reference their specific support for the season, and express genuine gratitude.

A handwritten note, an email, or even a video message can make all the difference in showing that you see them as more than just a number.

Step Two: Remind Them of the Benefits They’re Already Enjoying.

In your message, subtly reinforce the perks of being a subscriber.

Highlight benefits like exclusive discounts, early access to tickets, preferred seating, or the comfort of knowing their seats are guaranteed.

This gentle reminder reinforces the value of their subscription without pushing a renewal.

Step Three: Make It About Them, Not You.

Avoid including a call-to-action or making it transactional.

The goal here isn’t to sell anything—it’s to make your subscribers feel valued.

This kind of gesture during the holidays builds goodwill and strengthens their emotional connection to your organization.

By taking this extra step during the holidays, you’ll help your first-time subscribers feel more connected to your organization, increasing the chances that they’ll stick with you for seasons to come.