Welcome to the third part of the Recuro × Sesamy Knowledge Series.
In the first two articles, we looked at how to grow your subscriber base smarter and how to keep more customers for longer.
Now we’re shifting focus to a question every subscription business eventually faces:
How do you increase revenue without risking the customer relationships you’ve worked so hard to build?
Revenue Strategy and the Product Lifecycle
Your subscription product isn’t static. It moves through different stages, and each stage calls for its own strategy. Understanding where you are helps you make better decisions.
Growth phase: focus on volume
When the product is expanding, your goal is simple: bring people in. Lower the barriers, use compelling introductory offers and broaden your reach.
Maturity phase: focus on profitability
When growth slows down and the audience stabilises, it’s time to shift gears. Pricing, packaging, upgrades and annual plans often have a bigger impact on revenue than acquisition campaigns.
Decline phase: monetise while you still can
Some markets, like print, are naturally shrinking. Here, waiting for volume to recover doesn’t help.
The subscribers who stay tend to be your most loyal and value-driven, which means their willingness to pay is higher than you might expect.
This makes it important to monetise thoughtfully while the product still carries strong perceived value.
When is it time for a price increase?
It’s completely normal to hesitate before raising prices. But there are clear signs that the timing is right:
- Product has improved or expanded
- Price is noticeably below competitors
- Margins are starting to tighten
- Data shows that your customers can handle a higher price
When these signals align, you have a solid foundation to build on.
How to raise prices without losing customers
A price increase doesn’t need to be a stressful moment. With the right approach, it can even strengthen trust.
- Be open about why the price is changing. Customers appreciate honesty.
- Show what has improved before the new price takes effect.
- Give people options, such as annual plans or lighter tiers.
- Test different levels and messages so you understand how each segment responds.
When customers feel respected and informed, they stay.
Unlock more revenue through packaging and differentiation
Revenue optimization isn’t only about raising prices. Often, you can increase both perceived and actual value simply by presenting your offer in a smarter way. Clear tiers make it easier for customers to understand what they’re choosing and find the level of access that suits them. When upgrades are introduced at the right moment and in the right context, they feel like helpful improvements rather than sales pushes. Add-ons such as archives, niche verticals, audio versions or print bundles give customers the freedom to personalise their subscription based on what they value most.
And one more thing worth emphasising: longer subscription periods are a powerful, often overlooked lever. Annual plans lower churn, strengthen engagement and improve cash flow, and they tend to resonate especially well when framed as a way to “secure the best long-term price.”
In short
If you want to grow revenue sustainably, focus on:
- Matching your strategy to the product lifecycle
- Pricing with confidence and explaining your logic clearly
- Using packaging, upgrades and add-ons to highlight value
- Letting data guide your decisions, not guesses
Revenue optimization isn’t about asking customers to pay more. It’s about helping them understand the value you already deliver — and making the timing work for both sides.
Book a meeting with us if you like do know more.
