Practical strategies for growth, marketing, and conversion
This autumn, Sesamy and Recuro are joining forces to launch a series exploring the biggest challenges publishers face in subscription growth.
Working from two sides of the same mission – Recuro helping companies hands-on to design and grow their businesses from a commercial perspective, covering everything from strategy to execution, and Sesamy enabling open, flexible access models for digital content by offering a full-fledged payment platform for analytics, payments, churn prevention and more – both companies share a vision for a more sustainable, user-centric subscription ecosystem.
The subscription economy keeps expanding – but so does the competition for people’s time, trust, and money. Winning new subscribers today isn’t about shouting the loudest; it’s about understanding the customer journey and guiding it with clarity and purpose. The most successful subscription businesses treat growth as a balance between marketing, product, and data. In this first part of our joint series, we explore how to attract more subscribers – in smarter, more efficient ways.
Start with the big picture
True growth comes from understanding the entire customer lifecycle – not just the moment of acquisition. A new subscriber only creates value if they stay over time.
That’s why acquisition, onboarding, and retention need to work together. When these stages align, you gain control over key metrics such as CAC (Customer Acquisition Cost), conversion rate, and LTV (Lifetime Value).
Growth isn’t about buying customers – it’s about building lasting relationships.
The offer is everything
Before investing in new campaigns or channels, make sure your offer is strong. A compelling offer is clear, relevant, and easy to understand – it answers the question: “Why should I subscribe to this, right now?”
Ask yourself:
- Is the value clearly communicated?
- Is the price aligned with what customers feel it’s worth?
- Is there a simple, motivating reason to act today?
In a crowded market, clarity beats creativity. Your offer is the promise that connects every part of the customer journey – from the first impression to long-term loyalty.
Make the most of your own channels
The most effective growth tools are often the ones you already own and can control: your website, newsletter, and content.
- Content that attracts. Share insights, guides, and stories that bring in the right audience and lead naturally toward subscription.
- Communication that builds relationships. Use automated flows and segmented messaging to guide interested readers toward action.
- Conversion optimization. Test your headlines, landing pages, and purchase flow- small changes can have a big impact.
Your own channels also give you something paid media can’t: the freedom to experiment, learn, and improve continuously – without paying Meta, Google, or others while you do it.
And there’s solid evidence that it pays off. Working with more than 50 publishers across the Nordics, we’ve seen that conversions from owned channels produce subscribers who are three times more loyal on average. The reason is simple: when readers already have a relationship with the publisher – through content, newsletters, or direct engagement – they’re far more likely to stay.
Get paid channels to work smarter
However, most likely, you need to look beyond your own channels in order to grow. Paid marketing can accelerate growth – but only when it’s precise. The goal isn’t to maximise reach or clicks; it’s to reach the right people with the right message and the right offer. Treat paid acquisition as a continuous learning loop, not a one-off campaign:
- Improve targeting. Go beyond broad demographics. Use behavioural and engagement data from your best subscribers to refine audiences and build high-quality lookalike segments. Prioritise those most likely to convert – and stay.
- Communicate for understanding. Make your messaging crystal clear. People don’t buy what they don’t understand. Focus on clarity over cleverness: what’s the value, what do they get, and why does it matter to them?
- Adapt the offer to conversion likelihood. Not every audience needs the same proposition. For colder prospects, a low-commitment trial can lower barriers. For warmer, high-intent users, position longer-term or premium plans that match their readiness to buy.
- Optimise for commitment, not clicks. Incentivise longer sign-up periods – for example, quarterly or annual plans. They improve cash flow, increase retention, and attract customers who value continuity when the offer is framed right.
- Keep learning. Test creative, copy, and pricing constantly. Each campaign is an opportunity to learn who converts best, under what conditions, and at what cost.
The best paid acquisition isn’t about volume – it’s about precision. The winners measure retention per channel, not cost per click.
There’s also much to be gained in how you communicate the offer. Breaking down the price into relatable terms – for example, saying “20 SEK per week for 8 weeks” instead of “160 SEK for two months” – helps customers perceive value more intuitively. Small framing choices can dramatically improve conversion rates.
We’ve also seen how technical optimisation can transform performance. In experiments using Meta and Google’s built-in conversion tools, we managed to shorten the conversion flow and reduce CAC by 75 percent. It’s a powerful reminder that sometimes the biggest wins come not from more advertising, but from removing friction in the path to purchase.
In short
Smart acquisition means guiding potential customers step by step:
- Discovery: Create curiosity and build trust with value-driven content.
- Consideration: Clarify your difference and communicate your value.
- Decision: Make subscribing easy, transparent, and safe.
- Onboarding: Deliver value right away to build engagement and reduce early churn.
Winning new subscribers isn’t about pushing harder; it’s about being smarter.
A strong offer, engaged owned channels, and a seamless customer journey form the foundation for growth that lasts.
That’s how you grow your subscription business – the smart way.
