Since before subscription networks, winback programmes have been a tried-and-true marketing approach. Because OTT channels make it simple to subscribe and unsubscribe, re-engagement is an important aspect of your current marketing initiatives.
1. Recognize the reasons why clients unsubscribe:
Building an effective subscription service win-back campaign necessitates making advantage of the customer data accessible to you. The Flicknexs OTT analytics dashboard can be used to examine your subscribers' watching patterns. Flicknexs OTT also allows you to inquire about why people unsubscribe, which can provide you with valuable information about their experience with your network.
It's just half the battle if you know what you're doing. You can utilise your understanding of why most churned customers left to impact the messaging of your campaign if you have a clear grasp of why they left.
Customers leave for a variety of reasons, but the most common one is "pricing too high." Customers frequently terminate memberships because they do not believe there is enough new content.
You can use alternative messaging depending on the cause for unsubscribing with either response. If you've recently introduced new material, this might be a good moment to initiate a winback campaign aimed at promoting it. Offer a return promotion to customers who complain that your subscription fee is too high.
Customers may also unsubscribe due to a bad user experience or poor customer support. In today's OTT market, ensuring that your user experience is seamless and that your content is available across numerous apps is critical.
Flicknexs OTT provides the best viewing experience, no-effort technology, and apps for every platform – all tailored to your company. Finally, understanding why your customers leave is critical – and not just for a re-engagement effort. Maintaining a pulse on their comments might assist you in expanding and improving your network in the future.
2. Try an email re-engagement campaign:
Reach out to your churning subscribers via email once you've figured out why they're leaving. Because Flicknexs OTT gives you all of the information you need, email is the most cost-effective approach to launch a subscription service win-back campaign. You can filter a subscriber list downloaded from your customer’s page to collect the email addresses of subscribers who have left your site.
Sending a promo code that gives a discount for re-subscribing is usually an excellent idea, especially to individuals who unsubscribed because your pricing was too high. Your targeted email campaign will most likely consist of a succession of emails with material that is compelling enough to entice those who have gotten away to return.
A warm greeting to remind the customer of your services and special offers.
An incentive to renew your subscription.
A final opportunity, perhaps with a higher promotional offer than your initial incentive.
a farewell.
You can use your offers to build urgency in each email. Also, don't be shy about seeking input.
Ex-subscribers can be retargeted using a social win-back campaign:
Winback campaigns are a good place to start if you're thinking about spending money on social media advertising. Because your target audience already knows you and you don't have to struggle for brand awareness, they have a better success rate than acquisition initiatives.
It's critical to further segment your audience based on their buyer personas if you're running numerous paid ads. Remember to leave converts out of your audience.
Final thoughts:
While some turnover is unavoidable, large churn rates are not. Subscriber retention is one of the most cost-effective areas for an OTT channel to work on. Keeping your content fresh and your pricing at the sweet spot are two strategies for improving retention. Make sure to communicate with your subscribers on a regular basis. Any action you take to increase brand loyalty will have an effect on your total retention rate.
Top comments (3)
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This is a fantastic article on How to Campaign in a Subscription Model, which has recently gotten a lot of popularity in the film industry and will soon be moving to digital.