Re:Twice as happy customers means half the marketing spend
by eddz on Friday June 23, 2017 @06:25AM
(#14618145)
Good post, but it does not consider conversion of former customers.
I develop a subscription service which launched in January and now has ~9,000 MAUs. This above metric accounts for ~10% of "new" subscribers each month, despite not yet making an effort (such as by sending reminder or "sorry" emails) to re-capture them.
The post does make a good point about retaining existing users, though.
I would like to add that we saw MAUs spike when redesigning the cancellation process to be more thankful and apologetic than spiteful. (Being a service for Japanese users, we included a little "thank you bow" animated character at the end of the process.)
One more point – our cancellations for the first days of the month often come close to outnumbering new users. We have concluded that the reason for this is that users 1. perform their financial housekeeping around this time, and 2. find a low-numbered charge date easier to remember.
I develop a subscription service which launched in January and now has ~9,000 MAUs. This above metric accounts for ~10% of "new" subscribers each month, despite not yet making an effort (such as by sending reminder or "sorry" emails) to re-capture them.
The post does make a good point about retaining existing users, though.
I would like to add that we saw MAUs spike when redesigning the cancellation process to be more thankful and apologetic than spiteful. (Being a service for Japanese users, we included a little "thank you bow" animated character at the end of the process.)
One more point – our cancellations for the first days of the month often come close to outnumbering new users. We have concluded that the reason for this is that users 1. perform their financial housekeeping around this time, and 2. find a low-numbered charge date easier to remember.