You're not alone—nobody likes to see their customers quietly slipping away.
This article explains what to do when your Churn Buster "Lost" list starts growing beyond your comfort level.
Email is a necessary method for communicating with customers. Churn Buster deliverability is carefully guarded and ensures transactional messages have the best chance of reaching your customers.
If open rates are low or customers aren't seeing your outreach, consider the following multi-channel approaches:
For customers who are seeing your outreach but are hesitant to renew, invite them to start a conversation to share questions/concerns. Later in campaigns, any movement or response from customers is valuable.
Make sure at least one of your emails clearly explains what the customer will *lose* by allowing their subscription to expire. A benefit statement reminds customers of what they’ll miss out on by not renewing your service.
Active cancellation survey feedback or customer interviews can reveal ways to improve retention. Below are some examples:
If data shows customers cancel because the product/service is too expensive, consider offering a discount in later emails.
If it's common for customers to let subscriptions lapse because they have too much product, make it easy to skip/delay orders through the portal interface or from your transactional emails.
Customers might churn if they don't know how to update their billing. Churn Buster emails make it easy to update, but consider offering personal service to help, or incentivize a response.
Retarget lost customers with a reactivation campaign. This could look like sending an email 20 days after a campaign ends to invite the customer to reactivate their subscription.
Campaign Lost events can be used to automate post-cancellation win-backs, or you can manually reach out to customers when you get Campaign Lost email notifications.
EXAMPLE: Tag passively churned customers in Klaviyo through Zapier, then send a reactivation offer 20 days later to those customers who still don't have active subscriptions.
Passive churn is a function of overall retention. Accounting for "upstream" factors leads to high-impact retention gains that impact recovery in months to come.
Here are some questions to evaluate the overall customer experience: