More Emails Won’t Fix Your Churn

Most brands think they have a retention problem.They don’t.They’ve got an everything-else problem…and they’re trying to fix it by sending more emails.In this episode, Adam is joined by Craig Niven, Founder of FILDI, to unpack what actually causes subscription churn — and why your lifecycle team is being asked to fix things they didn’t break.From acquisition quality and pricing strategy to failed payments quietly draining revenue, this is a look at the parts of subscription businesses that don’t show up in your Klaviyo dashboard.Craig’s spent 15+ years working in subscriptions across Sky, BT, News UK and sports streaming platforms, and now helps brands stop the bleeding and build subscription models that actually hold together.He’s also a Lord of one square foot of Scotland. In this episodeWhy “retention = emails” is one of the biggest myths in eCommerceHow churn often starts with who you acquire (not how you retain)Why discount-led acquisition can backfire long-termThe pricing mistakes that quietly kill subscriber valueWhat passive churn is — and why most brands miss itWhy emails can’t fix broken systems (but still have a role)What a proper retention system actually looks likeLinksFILDI → https://fildi.coCraig Niven (LinkedIn) → https://www.linkedin.com/in/craigniven/Adam Pearce (LinkedIn) → https://www.linkedin.com/in/shopifyexpertadampearce/Blend Commerce → https://blendcommerce.comIf your churn rate is creeping up…this episode will tell you why and what you can do about it.