How to Send Customer Logins Again
Chances are, you've got a whole graveyard full of expressionless users.
Dead, or inactive users, churn for a lot of reasons. Maybe they didn't stick around after a free trial, for example. This happens all the time—SaaS companies with a free trial study an average free-to-paid conversion charge per unit of just iv%. That conversion rate jumps to fifteen.5% when gratuitous trial user are assisted by sales, but sales tin't and shouldn't be expending resources on assisting every free trial user.
And just because a free trialer does convert doesn't mean that they'll necessarily adopt your product, stick around, and exist willing to pay for further upgrades. In that location volition e'er be some customers who switch to a unlike service, or who simply lapse and get inactive.
A lot of companies make the mistake of assuming that their inactive users are gone forever—and in doing so they're wasting a huge opportunity. Their inactive users have already demonstrated interest. It's but a matter of re-igniting that initial spark. And it's well worth the attempt: In our 2019 written report on the state of production-led growth, nosotros institute that compared to acquiring cyberspace-new customers, information technology's 2X cheaper to upsell to an existing customer—and virtually 8X cheaper to retain an existing client than to larn a new one.
Your resurrection efforts can pay off big fourth dimension, every bit long as you keep the post-obit things in mind.
one. Proceed cautiously with discounts
Discounts can be a super powerful way to reactivate users. Only applied without careful idea, they can also be deadly for your business. Sure, yous get crazy high click-through rates on disbelieve emails, but that doesn't mean you lot're netting a profit from them in the long term.
Patrick Campbell, SaaS pricing expert and CEO of ProfitWell, explains:
"Discounts are the laziest path to a customer conversion and have serious ramifications for your SaaS unit of measurement economics over the long term—to the signal of reducing SaaS LTV by over 30%."
Here's what Price Intelligently constitute when they dug into SaaS discounts:
Customers who came in through discounts had a lower willingness to pay, higher toll sensitivity, churned at a much higher rate, and had dramatically lower lifetime value than the cadre group. Overall, discounts led to brusque-term gain that quickly diminished over time.
One way to get effectually this is to only offer discounts to people who accept already demonstrated a tangible, bankable interest in your product—in other words, the customers who accept already bought information technology.Former buyers are the all-time targets to receive discounts, as they've demonstrated real intent far beyond what costless trial users practise.
In fact, former buyers are statistically much more than likely to brand a purchase. Co-ordinate to Paul Farris' book, Marketing Metrics, repeat customers take a 60-70% higher risk of converting compared to other shoppers. Adobe conducted a like study and found that customers who had fabricated 2 previous purchases were 9x more likely to convert than a kickoff-fourth dimension customer.
2. Offering special promotions to erstwhile customers
This electronic mail from Hulu employs this tactic past offering discounts to churned customers—not churned trial users. And, since it's only offered to people who have already bought the service, it's statistically more likely to pay off.
With a subject line of "$2.99/Month Hulu But for You: Terminal Take a chance," Hulu not only makes onetime customers feel special , merely they also convey a sense of urgency to the offer.
Hulu also knows acknowledges these customers have already used the service once and left. They've added some other compelling reason for customers to sign up again by emphasizing new seasonal Telly shows and movies.
iii. "We miss yous" letters need to add together value
The "we miss you' electronic mail, when done wrong, tin can experience kind of pathetic. If a customer opted out of your service, they probably don't want to hear from yous anymore. So if you're messaging inactive users—whether through an e-mail or push notification—you need to give them something more than valuable than an empty "nosotros want you lot back" message.
This re-engagement electronic mail from Blue Frock, for example, demonstrates how y'all tin combine a discount with personalized content to add value. The email was sent to customers who hadn't purchased a meal kit in a few months, with the goal of getting them dorsum in the habit of using Bluish Frock to cook dinner.
The e-mail offers a $60 disbelieve on a customer's guild, but non but any repast kit. Blue Apron deliberately highlights a meal kit that they know customers will exist interested in based on their previous purchasing beliefs. In this example, the customer had ordered vegetarian meal kits in the by, so Blue Apron highlights a new meal with meatless ingredients to create a more relevant experience.
4. Send personalized emails based on client interests
The good news is that information technology'south easy to add value for customers these days, especially if you lot're tracking in-app actions and can send triggered emails based on product behavior. Canva, for example, doesn't just transport a banal "come back to us" message to inactive users—instead, they transport emails that direct speak to customers' interests and visual aesthetic based on insights they've gathered.
Similar the Bluish Frock case, this email offers something valuable: curated templates. Canva knows this particular customer uses their service to show off their photography. So, rather than send a generic email with their well-nigh popular templates, Canva specifically highlights different ways to feature photos, like a photo collage or poster.
5. Prove lapsed users what's new
Ane of the all-time ways to resurrect inactive users is through a new feature update. If you lot've but launched a new feature and yous've been working on it for a long fourth dimension, your squad probably desire to shout it from the rooftops.
This email from Asana does exactly that. They want to show off a new characteristic to lapsed users and, in the process, highlight how their project management tool is constantly getting ameliorate.
The electronic mail clearly describes what the new feature is—more importantly, it also explains why lapsed customers should care. It addresses the main benefit ("so you can easily run across where work stands and striking your goals") and includes a GIF straight in the email to visualize the changes in example customers don't click through to the app.
What'due south more, this approach alos works works with older features. You can easily "re-release" existing features to users who don't actively engage with that attribute of your app due to feature incomprehension.
vi. Remind users you're yet at that place
HubSpot Production Manager Dan Wolchonok ran a number of experiments to reduce churn for Sidekick, a HubSpot product that has since been rebranded to HubSpot Sales. In doing and so, he discovered that many users weren't actively deciding not to use the service anymore—they had just forgotten near information technology. More specifically, they'd forgotten to re-enable the Sidekick tracking box in their emails, which meant they weren't getting a lot out of the service, and probably weren't getting to an aha Moment anytime shortly.
Sidekick's solution was to create a modest tooltip to remind people of the feature. Turns out, a lot of those churned users hadn't actively churned—they'd just forgotten about the product!
It took Sidekick a great bargain of trial and error to figure out how to heave their retention. If you're wondering which features are most important for app stickiness, y'all tin can use tools like Amplitude to run behavioral cohort assay, which allows you lot to place the features that correlate with long-term retention. Those are the features that you want to make sure to bring back to your user's attending, whether in an electronic mail or past using a tool like Appcues to transport them an in-app message.
7. Collect feedback during a guilt-trip-free offboarding
You can offering deep discounts and send personalized content all you want—but if you lot don't understand why a customer stopped using your service, your efforts will likely miss the mark.
Politely asking customers why they're leaving can give you valuable feedback to help ameliorate your production and retain hereafter customers. For example, if you learn that customers churn because your app lacks a certain characteristic, yous'll know that your re-engagement campaigns need to highlight that exact characteristic once information technology launches.
Mailchimp does a corking task collecting feedback during offboarding. When users decide to permanently delete their account, the cancellation form lets customers select upwardly to iii reasons why they're leaving (from a list of 15 possible options) and gives them the option to share what Mailchimp could do to improve with an open-ended question.
This is a strategy that Steli Efti, CEO of the CRM Close, uses too. He's a detail fan of open-ended questions such every bit Mailchimp's "What could we do to amend?" or his own favorite to inquire after a free trial: "What prevented y'all from choosing our solution?"
"The answers you receive won't be nearly equally easy to quantify as those from a survey form. But they'll often exist answers you don't expect, and will exist more than valuable to the success of both your complimentary trial and your product."
In the finish, quality beats quantity
If yous're trying to win back churned users, it's important to do so at the correct fourth dimension—and to transport re-engagement messages to the right people. The average U.S. smartphone user receives 46 button notifications per day and that number is only getting higher. In guild for your notifications to exist read, they need to experience relevant. Likewise, also many emails can feel spammy.
When it comes to bringing your lapsed users dorsum from the dead, it'south the quality of your messaging strategy, not the quantity of messages you send. In fact, 1 bulletin tin can be much more than effective than an unabridged campaign—if it applies these strategies and focuses on the value to be gained past the user.
Source: https://www.appcues.com/blog/how-to-bring-inactive-users-back-from-the-dead
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