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A transparent breakdown of the deliverables inside our retention programmes: what you get, when you get it, and what it costs.
From £1,500/month.
Every programme includes: an audit, onboarding, renewals, scoring, win-back, reporting
Your first 90 days
weeks 1–2
weeks 3–6
weeks 7–12
ongoing
01/ acceptance and ownership
A retention sequence needs more than approved copy. Our suggested acceptance review checks the audience rules, the member record and the action each message asks someone to take. Agree the checks for your actual platform before launch.
Test a paid renewal, an outstanding invoice, an automatic renewal, a failed payment and a recorded cancellation as separate cases. A member who has already renewed should leave the reminder audience. A support case should reach the person who can resolve it, with enough context to avoid asking the member to start again.
For onboarding, agree what counts as a useful first action and how staff record it when it happens offline. For an at-risk list, include the reason the member was flagged and what staff should check before contacting them. An absence of portal activity is a prompt to investigate, not a confirmed intention to leave.
Keep the approved message versions, segment definitions, test results and operating owner together. At handover, the team needs to know how to pause a sequence, correct a record and explain a report. Use the onboarding checklist to check readiness, member onboarding for the welcome journey and membership renewals for reminder templates. Keep the cohort definition and completed renewal outcomes in a retention tracker.
03/ deliverables
Each one is a concrete output you can see, review and measure, not a line in a proposal.
The programme is modular: tick what you already have, and the gaps are where it would start.
01 / Deliverable: audit report + baseline dashboard
A written analysis of your renewal data: overall and first-year retention rates, churn patterns by segment and join-year cohort, and where you sit against sector medians.
Book a call →02 / Deliverable: live onboarding journey
A designed and built first-90-days journey (welcome series, early value moments and a pre-habit check-in) implemented in your email platform.
Book a call →03 / Deliverable: renewal sequence + payment review
A multi-touch renewal sequence with timing, copy and channel plan, plus payment-option recommendations to remove friction at the moment of decision.
Book a call →04 / Deliverable: scoring model + monthly at-risk list
A scoring model built from your engagement signals, with monthly at-risk lists and trigger points for intervention before members drift to lapse.
Book a call →05 / Deliverable: segmented win-back campaign
A segmented lapsed-member campaign separating admin lapses from deliberate leavers, each with its own message, offer logic and re-entry moment.
Book a call →06 / Deliverable: monthly report + test plan
A monthly performance report against your audit baseline, with the next month’s test plan, so the programme compounds instead of repeating.
Book a call →Already in place · 0/6 in place
The unticked ones are where a modular programme would start: the audit shows which matters most.
04/ timeline
A retention programme should show its workings early. This is the standard delivery rhythm.
The quick wins in weeks 3–6 sit inside rules that shape every renewal message, so the sequence is built to them from the start.
The line between a service message and marketing matters: a neutrally worded auto-renewal notice or a call about a failed membership payment is not direct marketing, but a message that encourages renewal usually is (ICO).
Data access, retention audit and cohort benchmark. You see the baseline and the biggest leak before anything is built.
Renewal sequence fixes and payment-friction changes go live first, because they can affect the current renewal cycle.
Onboarding journey, engagement scoring and the win-back campaign are built, tested and launched.
Monthly reporting against baseline, at-risk lists and a rolling test plan keep the programme improving.
The subscription regime (Digital Markets, Competition and Consumers Act 2024) applies where a membership is a consumer subscription contract: government response, April 2026. Not legal advice.
05/ the numbers
Why a structured retention programme pays for itself: sector benchmarks, not promises.
Put your own numbers on it with the churn cost calculator and the membership retention calculator.
Tenure derived from the MGI 2026 median (US) by Rossell’s method · MembershipCorp, published rule of thumb · our own pricing · Bain & Company, from The Loyalty Effect (1996), cross-industry, not membership data.
06/ when you need something else
Retention deliverables solve a leaking bucket. These sit alongside them in the member lifecycle.
Retention is not a growth plan on its own. The Ehrenberg-Bass Institute argues growth comes mainly from acquiring non-customers, and that most acquisition tactics also help retain existing ones.
So a healthy renewal rate still needs a pipeline behind it.
Is retention the place to start?
01Do members renew but rarely take part?
02Is the pipeline of new joiners thin?
03Is the value proposition itself in doubt?
Answer the 3 questions to see where you stand.
Members kept
If members renew but never participate, start with engagement: lack of engagement is the top reason members give for not renewing (MGI 2024).
If retention is healthy but the pipeline is thin, the problem is acquisition, not renewals.
If the value proposition itself is the doubt, fix the strategy before optimising the mechanics.
Written by Dan Keegan
07/ questions
15 minutes · video or phone
Book a free consultation and we will walk you through the retention audit, the first deliverable on this page, and what it would show for your membership. From £1,500/month.
Pick a day that suits · live availability
Book 15 minutes · no obligation
Book a free consultation and we will walk you through the retention audit, the first deliverable on this page, and what it would show for your membership.
09/ sources
US sources and practitioner rules are labelled as such.