SUBSCRIBER RETENTION EMAILS
THE CHALLENGE:
The ongoing challenge faced by streaming apps is churn, where users subscribe for specific shows but quickly cancel after the season concludes. The primary challenge was to find a strategy to keep users engaged and subscribed during the interim periods between seasons of their favorite shows.
THE SOLUTION:
A solution was implemented using an in-depth analysis of user data. By looking at user preferences and viewing patterns, the team targeted specific users with content that was closely aligned to their most-watched shows and movies. This approach aimed to keep users entertained and engaged even when their favorite series were not airing. Assets included:
The creation of weekly retention newsletters written to speak to different targets and strategically distributed to different mailing lists
Data analysis of open and click-through rates
Targeting users with messaging that align with these preferences
THE RESULTS:
Positive impact on user engagement and subscription retention.
By promoting not only season premieres and fresh content but also effectively dressing up older movies and familiar titles, users were enticed to stay subscribed between seasons.
Churn was positively impacted and helped sustain engagement on the streaming platform
