This *free masterclass has everything you need to start sending retention-boosting (and revenue-boosting) emails like the best in business.
At the end of this course, you won’t be left with a chaotic mess of retention tips. You'll walk away armed and ready to start sending retention emails proven to engage, delight, and increase LTV 👍.
Explore the retention-boosting emails being sent by leading companies like:
The 8 emails covered in this course are the bedrock of a successful retention strategy. Learn how to engage and retain at each stage of your customer lifecycle.
We'll dig into the details of the little things that have a biggest impact. You'll walk away with an actionable plan to whip up your own retention emails.
Learn from the best. We'll walk-through real emails used by world-class companies and talk about what's working and what's not.
Get access to real, proven templates for the trickiest emails in this list. You'll also get bonus content and strategy guides for implementation.
Growth and Retention @ Churn Buster
Kristen is the lead on all things education, retention, and growth-related here at Churn Buster. She’s obsessed with creating meaningful customer relationships and showcasing the human side of subscription businesses.
Kristen has worked with hundreds of top companies (including ButcherBox and LOLA) to improve MRR and build deeper connections with their customers.
In this masterclass, she’ll share top churn-fighting email secrets and then some.
Fun fact: between 70 and 95% of a subscription-based company’s revenue comes from renewals and upsells, and bringing in new customers is up to 25 times as expensive as retaining your existing base.
Customer retention is the lifeblood of your subscription box business, but constantly looking at the big picture can be overwhelming.
That's why we created this course.
We’ll explore 8 specific emails you should be sending to cut your churn rate, the strategy behind each email, and break down *real* examples from leading subscription companies. You can also download templates along the way.
Little things can have a big impact, and after this course you'll be able to walk away with an actionable plan to whip up your own effective retention emails.
Whether you’re running a subscribe and save model or growing an exciting subscription box company, these emails are key to building lasting, meaningful relationships with your customers and extending LTV’s.
Quick Note: You can download each email template as we go along, or in a single PDF here.
Growing a successful subscription isn’t just about making sales anymore. It’s about building long-term relationships.
From your very first communications, new customers should feel welcomed into something bigger. A community. A mission. Something larger than a monthly shipment.
So how do you engage them from day one? Check your first impression.
Lay the foundation of your relationship with a killer welcome email that encourages deeper engagement with your brand. Help them to understand what to expect from your service. Suggest next steps to integrate them more deeply into the experience.
Your customers join a community when they sign up for your subscription box, and it’s up to you to help them feel that.
In this video we'll look at one of my favorite welcome emails from YogaClub:
One of the wonderful things about physical subscriptions is the tangible sense of excitement that comes with each and every package delivered.
That excitement is actually the pulse of our businesses.
So how can we build on that hype to foster real, human connections and extend LTV’s? Well, we start by making every single interaction with your customers exceptional.
That may sound like a lot, so we’ll start small. We’re going to focus on how to turn a basic transactional communication into a great brand experience through hype-building shipment emails.
Instead of simply getting across the basic information when a box ships, you can reinforce the value you provide and the personality of your business.
Highly personalized messages with value-adding content, clear order details, and easy ways to change and track orders can put your box head and shoulders above your competition. It’s about adding value in even the tiniest spaces.
Winc and Kettle & Fire really shine here. Take a look at how they’re building this hype-hype-hype:
Stop talking about your product. Seriously.
It might feel a little counterintuitive, but you have so much more to offer than just the boxes you send out. After all, you’re an authority in your space, and your audience is connected by a common interest.
So answer questions from your community. Help your users to better leverage your products. Share their stories and their successes.
Make them the hero.
Make your content engaging, fun, open, and inviting.
You have a chance to actively engage and connect with your community regularly, and the difference can be huge for your business.
Trunk Club and Dollar Shave Club are the gold standard here. See how they’re leaning into true engagement:
We’ve all felt it. The uncomfortable moment when you realize that, in the eyes of a company you depend on, you’re just a number.
Like, anytime you try to call your cell phone provider. Or heaven forbid your internet goes out...
It doesn't have to be this way.
Your approach can be authentic and genuine. Human. And the response from your customers can be amazing.
Ask yourself: are the emails we send truly helpful? Can we get ahead of issues before they hurt the customer experience?
Authentic engagement is all about opening lines of communication and building trust. It’s getting to know your customers and anticipating their wants and needs. It’s celebrating them, and not just the product.
It’s about treating them like humans, not numbers on your sales sheet.
In this video we'll explore how to communicate the humanity behind the brand. We’re digging into two truly authentic companies — Harry’s and BarkBox. Let’s see how they connect:
Let’s talk about the fun stuff. Expanding your product line, increasing your LTV’s, creating new value for your existing customers.
New releases and upsells are two key ways that your business grows and deepens its relationship with your base.
Thing is, tactfully pushing new products and upselling your customers takes a light touch and an understanding of the wants and needs you’re trying to meet.
So how can you upsell like the pros?
Start by only upselling after a customer has received multiple boxes (at least 2). You can time these upsells based on customer behavior. We shouldn't be upselling to customers who aren’t fully bought in, yet.
And this should go without saying, but I’ve seen some things. Make sure you’re using a personal approach here- don’t try to upsell a mens lotion to a female customer, for example.
But what about totally new product releases?
It’s simple: make them fun, exciting, and tell the story behind the products.
This video is jam-packed with with examples from Bokksu, Harry’s, Dollar Shave Club, and Barkbox:
Abandoned cart emails are one of the most powerful tools in your belt and they can have a huge impact on your bottom line.
But don’t take it from me. I asked Kaitlin, the Retention Specialist at Four Sigmatic about it. Here’s what she said:
“Abandoned cart flows are one of the most basic [retention emails] and I think they work so well because they tap into human nature. It’s kind of like the ol’ checkout-impulse-buy combined with FOMO.”
Capture that FOMO by sending these messages as soon as a potential customer clicks away, or within the hour.
Remember that an educated customer who understands the value your brand provides is much more likely to come back again and again.
Kaitlin continues: “[Abandoned cart emails] can also support retention through product or brand education. We see a strong correlation between the level of knowledge and repeat purchase. Since this series has some of our highest open rates, it’s a huge opportunity to develop those relationships.”
Who is going to take home the trophy for best abandoned cart email? Watch this video to see who crushes it.
A few stats to think about:
▪︎   Bringing in new customers is up to 25 times as expensive as retaining your existing base
▪︎   Increasing your customer retention rate by as little as 5% can increase profits by 25% to 95% (depending on your price points & margins)
Here's another one:
▪︎  20% of credit card payments fail every month.
Think about that for a sec.
It’s not necessarily customers that want to leave your service, and it’s not necessarily even because of limited funds.
But that’s 20% of your revenue, in one bucket. Potentially just gone.
Recovering payments is critical to your success, and with a little fine-tuning your dunning emails can have a huge effect on your bottom line without frustrating your customers.
Proper dunning flows recover (and extend) LTVs. Done right, it’s barely noticeable for the customer.
Bad dunning, on the other hand, is irritating, invasive, and spammy.
So how can we craft a killer recovery campaign?
Start with recognizable send-from names, card retries independent from email, and branding front-and-center on the emails. You’ll want a campaign that you can customize, with serious back-end analytics so you know what’s working and what isn’t.
Let’s break down some good (and really bad) examples to guide your thinking.
See how ButcherBox and Picky Bars did dun right by their customers. (and figure out who dun did bad).
Recovering failed payments is our bread 'n butter here at Churn Buster, and there's a lot more to it than just emails. Since 2012 we've been helping leading subsciption companies recover and retain their customers, effectively putting and end to passive churn.
Sometimes customers leave, and that’s okay.
Actually, it’s a learning opportunity. A chance to find holes in your retention plan and save a current (or future) customer.
That said, sometimes, when done authentically, you can win a subscription back with a last-ditch reactivation email.
You’ll need to personalize your approach based on their unique purchase history and cancellation reason. It’ll take a systematic flow for re-engagement that offers more than just products.
After all, you’re earning their trust back, proving that you can still offer value above and beyond what they think they’ve received in the past.
If they still want to go, a survey request (with no selling aspect) can inform your approach moving forward.
It’ll take tact and delicacy, and you’ll need to draw on everything you’ve learned so far.
It’s so hard to say goodbye, so let’s see how Imperfect Produce and Ipsy manage this delicate interaction.
I hope this deep dive illustrated just how important authentic engagement is for your business.
More importantly, I hope you feel ready to start writing your own retention emails!
For your convenience, and shrare-ability, you can download the entire stack of guides and templates here.
And if you really want to get after it, here two more helpful reads:
▪︎   8 more secrets for extending LTVs
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