Situation
A subscription box company was experiencing high Churn Rates and low Re-engagement from inactive subscribers. Many customers would cancel their subscriptions after a few months or become inactive without renewing their subscriptions.
Task
The goal was to reduce churn and increase customer retention by re-engaging inactive subscribers through targeted email campaigns.
Action
To achieve the goal, we implemented a multi-step strategy, here’s a detailed breakdown of the actions taken:
Customer Data Analysis and Segmentation
We segmented the customer base into active, inactive, and churned subscribers. Inactive subscribers were those who hadn’t engaged with the brand for over 30 days, while churned subscribers had canceled their subscriptions. This segmentation allowed us to create targeted messaging for each group.
Creating a Re-engagement Email Series
We designed a three-part re-engagement email series aimed at bringing inactive subscribers back to the service:
- Email 1: A “We Miss You” message offering personalized recommendations based on the subscriber’s previous purchase history.
- Email 2: A special offer with a limited-time discount to encourage reactivation.
- Email 3: A final call-to-action, highlighting the benefits of the subscription and emphasizing new features added since their last interaction.
Incentivizing Renewals with Exclusive Offers
To reduce churn, we included exclusive offers such as a free month of subscription or access to limited-edition products. These offers were personalized based on the subscriber’s past preferences and purchasing history.
Adding Interactive Elements for Engagement
We incorporated interactive elements such as polls and quizzes into the emails, asking subscribers about their preferences for future subscription boxes. This approach not only re-engaged inactive users but also helped the company gather valuable insights for future product development.
Optimizing for Mobile and Readability
Given that a large portion of the company’s subscribers accessed emails via mobile devices, we ensured all email designs were fully optimized for mobile. We used concise, engaging copy and clear visuals to make the emails easy to digest and act upon.
Results
+35%
–20%
+15%
The re-engagement email series resulted in a 35% increase in renewals from inactive subscribers and a 20% reduction in churn. Additionally, 15% of churned subscribers reactivated their subscriptions after receiving the re-engagement emails.
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