Win Back Old Subscribers
One of the most important campaigns that you could build in Customer.io is for your canceled subscriptions. These customers are ones that have loved your services in the past and are more willing to commit to you but need a change in their service. Either they’re paying too much, don’t need as many options or need support in staying accountable to their goals. Either way, this is the perfect way to bring them back to the Org and make sure their needs are met.
To start, you’ll want to build a canceled subscription segment. You can either do this for all subscriptions that have been canceled or separate segments for each subscription option. To build these segments use this helpdesk article.
Once your segments are built you can begin marketing to your canceled subscribers with a campaign from Customer.io.
What to put in your canceled email campaign
It all starts with telling your customers that you’re sad to see them go because you are. Each student has an impact on the community and you hate to see anyone go. From here you can choose from a few options of messaging, or create a longer campaign and use them all!
Find Out Why They Left
Ask your recently canceled subscribers why they left. They can fill out a survey through a google form or with a platform like Survey Monkey to get an idea of why they’re leaving. This data will help you make more business decisions later. Make it a simple multiple-choice survey with questions like:
- Why did you leave? (Price, didn’t use enough, locations, teachers, styles?)
- If we offered _____ would you have stayed? (an extra element to their subscription)
- Would you prefer something like _____? (A different pass option)
Offer A Deal
Give them a chance to come back by offering 1 month at a discounted rate that will put them into another campaign and sell them the full-priced subscription at the end of the 30-days. Whatever it is, highlight how this offer will continue to support them and solve their pain points. We make purchases because we picture a better future with that product in our life. What future will they have by sticking with you and how will you get them there?
Showcase another pricing option
Highlight the next tier subscription and see if that fits their needs better. If you sell an unlimited pass for in-person and online at $200 a month but an online only for $45, see if the online-only is a better fit. If price or location is the reason they’re leaving then this option is just what they need to stay with your community.
When All Else Fails, Give them The Lowest Pricing Options
If they didn’t purchase from your first few emails–a special deal or the lower-tier subscription– then it’s time to let them know they’re always welcome to grab a class pack or drop-in. This is your last resort because it isn’t a recurring payment AND it means that these customers aren’t dedicated to the brand. But that doesn’t mean they aren’t still welcome in this community.
Finally, if you still haven’t won back your past subscription with any purchases you can add an email to send 90-days after the trigger (their cancellation) to invite them back with a class package, a 30-day pass or your lowest tier subscription. Things change in 90-days and they might be in a better place to come back and be a part of your community.
MARKETING TIP: Make sure that your goal for the campaign is set to a segment with all active subscribers so that if they make any subscription purchase they’ll get to leave the campaign.
Create Your Campaign
Whether you create a campaign with all 5 of these emails or stick with just 1-3 of them, you’ll want to track your campaign and see what emails are converting and which ones aren’t. Are you getting replies to your survey? And what do they tell you about your offerings? All this data can be used to help you learn what is and isn’t working in your organization and how you can start making changes.
At the very least, it will help you bring back some customers and continue to help support them in their wellness journey!
Katie Leigh is a Marketing Strategist for small businesses. She helps Orgs simplify their marketing, connect with their audience, and create work-life balance. Download her free guide to work-life balance here.