Over the last decade, subscription products and services have been on the rise. Everything from the systems and software we use at work and to manage our lives to the media we consume for information and entertainment, and even the clothes we wear and the food we eat come to us via subscriptions.
The subscription business model is showing no sign of losing momentum as individuals and especially businesses continue to prove this is the way they want to pay. In fact, the average business already uses about 80 subscription SaaS applications.
This model is a huge benefit to your businesses too, with its recurring revenue predictability and its tendency to increase your business valuation.
But how often should your subscription model business be billing its customers?
The short answer is, it depends.
Subscription billing frequency is a balancing act
When building your subscription business, be sure to choose a billing frequency that's right for both your business and your customers. Striking a balance between your needs and those of your customers is key to finding the optimal schedule.
But how do you choose?
When deciding on subscription billing frequency, begin by considering what some of the best practices for SaaS billing are, then take a look at your product or service, as well as when and how often your product or service is delivered to your customer. Then, consider the pros and cons of the following to determine your best billing option.
Daily billing is typically considered "very frequent" billing. However, it can be the best option if you're in a market with a short customer life-cycle.
The advantages of daily billing are that:
- you have regular income, and
- you can see—on a day-to-day basis—the net effect of your marketing efforts.
The disadvantages of this subscription billing model are that:
- daily invoicing requires significant management, and
- most automated billing platforms charge per transaction, or a percentage of each transaction.
This model is also suitable for businesses that have a short customer-life-cycle. It's commonly used by businesses that have regular deliveries of their subscription products (i.e. food/meal kits, magazines/newspapers).
This option is easier to manage than daily recurring payments, but the cost of managing the subscriptions can still be expensive.
The advantages of this option are that:
- customers can often manage weekly recurring payments effectively, and
- they’re therefore unlikely to default on their payments.
The disadvantage is that:
- customers may perceive these weekly payments as higher than they might if the same rate was billed on a monthly or yearly basis (i.e $4 month, or $52 per year).
Having your subscription billing set so your invoices go out every two weeks can sometimes create complexity. The issue with bi-weekly billing is that:
- not all months have the same number of weeks and so not every month would have the same number of payment dates.
Monthly billing is one of the most commonly used subscription billing frequencies.
The advantages of this model are that:
- it's easiest to manage from both a business and subscriber point of view, and
- you can quite easily spread out your workload by dividing subscribers into groups and scheduling various billing dates within that month, i.e. 1st of the month, and the 15th of the month.
Monthly billing is a great model for those who are providing a consistent service over longer periods, for example, software, streaming services, publications, and membership sites.
The potential downside of this occurs when:
- payments per month are perceived as "too high". This can create a challenge for your business in terms of high customer churn.
Annual payments are most often used by subscription businesses that have a significantly long product or service life-cycle.
The obvious advantages of this option are that:
- very little recurring billing management is necessary, and
- promotional discounts are used effectively with this option, as they entice customers to sign-up for annual plans.
The potential problem with the annual billing model is that:
- your subscribers may default on their payments because a significant period of time has past since sign-up.
To ensure this doesn't happen, you'll need to inform your customer in advance of when their renewal is due. And if you can automate that process, even better!
The best billing frequency is one that’s automated
No matter which subscription billing frequency you choose for your business, you can optimize the entire billing process with an automated recurring billing platform. If your business is using a manual or overly complex legacy billing solution, you’re sacrificing accuracy and you’re losing time and revenue to inefficient processes and manual errors.
In addition to ensuring the platform you choose supports the billing frequency you desire, here are some tips to help you select the best-fit billing software for your business.
You can also read a more detailed article on the pros and cons of subscription billing frequency and how they impact how your subscription business.