Stop the churn: User retention methods with email that re-engage and win over your users.
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The document outlines strategies to engage and retain users through effective email methods, including A/B testing and user segmentation. It emphasizes the importance of identifying at-risk users and utilizing machine intelligence to create personalized content at scale. The goal is to enhance user experiences, reduce churn, and maximize lifetime value.
Stop the churn: User retention methods with email that re-engage and win over your users.
- 1. Stop the Churn Email methods that re-engage and win over your users. re·ten·tion rəˈten(t)SH(ə)n/ noun the continued possession, use, or control of something.
- 3. Boomtrain is the intelligence layer that predicts the optimal content for your emails, website, and mobile app. We help you better communicate with your customers by delivering 1:1 individualized user experiences that drive deeper engagement, greater retention, and increased lifetime value.
- 4. Shannon Johlic Head of Marketing Bob Colner Data Scientist Presenters: If you have any questions, please enter them in the chat box.
- 6. Questions at the Top of Our Mind: ● How many of your users come back? (basic) ● How are you optimizing their experience? ● When was the last time you tested an hypothesis? ● When was the last time you did a “health check”? ● How do you re-engage users to keep coming back? ● How do you cut through the noise and reach them? ● How are you going to scale your efforts? Where do we begin?
- 7. Email: Strategic Retention Lever Appropriate use of email promotes long-term relationships
- 8. Subject Lines | Dayparting | Image Use | CTAs | Format | Goals/Conversions A/B Test the (a very necessary, very time-consuming, very manual process...)
- 9. Method 1: A/B Testing (Think Globally) Subject Lines | Dayparting | Image Use | CTAs | Format | Goals/Conversions How many of you are currently using A/B testing in your emails?
- 10. Keep it Clinical: Follow a strict methodology (no “gut”, just data) Let’s outline the classic setup for running an experiment: 1. Decide the minimum improvement you care about. 2. Set a relevant sample size to reach in order to gauge efficacy of your experiment. 3. RANDOMLY assign people to the test & the control group. (VERY IMPORTANT) 4. Start your test. DO NOT look at the results until you achieve your defined sample size. 5. Evaluate the results.
- 11. Where Did I Go Wrong: Common mistakes in A/B Testing Just optimizing for conversion Not taking the time to set goals Keeping it too simple Ignoring more advanced metrics Ignoring mobile vs desktop
- 12. Test...then test some more: Until it’s time to take another action When refining and optimizing your emails with A/B testing stops showing improvements it’s time to take the next step...
- 13. Health Check the (an advanced topic...but can be a manual process)
- 14. Method 2: The Health Segmentation Do you know which users are “@risk” of churning and which ones are “healthy”?
- 15. What’s the difference? What is a “healthy” and an “@risk” user? healthy someone who has a recent history of frequently engaging with your brand @risk someone who had a history of frequently engaging with your brand, but has not done so in a while. (a lack of recency)
- 16. How to ID your “@risk” users: surface users predicted to churn Identify users @risk of churning with the 4x4 Rule : A user who has visited at least 4 times in the last 4 months but has not returned in the last 4 weeks. 4x4
- 17. Segment into 2 buckets ...and resurrect the @risk users @risk Send a ‘churn prevention’ email to provide a REASON to re-engage. Consider including: ● limited-time special offers ● discount code ● highlight the best recent content they’re missing Keep sending the A/B test optimized email newsletter. (just keep them happy) healthy value
- 19. Step 1 - IDENTIFY: segment out your @risk users Step 2 - BUILD: create compelling resurrection email that 1) offers new value 2) highlights best new content they are missing Step 3: AUTOMATE: make this an ongoing automated on monthly basis Step 4: PERSONALIZE: individualize the content for audience resurrection (more on this in section 3) Where do I begin... A proven methodology to move from @risk to healthy
- 20. Machine leverage (the power of predictive analytics) Intelligence
- 21. Machine Intelligence scale your ability by removing the manual process Can you write a million personalized emails with infinite content combinations that are constantly optimized for engagement? ...now you can.
- 22. The Rise of the Machine ...it’s an extension of you... Predictive Engines power the delivery of 1:1 individual user experiences via emails and onsite to each one of your users
- 23. Cut through the noise to deliver RELEVANT messaging No one likes to be yelled at. “audiences” and traditional “segments” become noisy when we try to communicate.
- 24. Reach the Mythical Segment of 1 cut through the noise with machine intelligence Have you met Jane? (she’s a person, not an audience) Reach every user on a 1:1 individualized basis by delivering relevant user experiences…at scale automated individualization
- 25. Scaling relevance at an individual 1:1 level Have you met Jane? (she’s a person, not an audience) Reach every user on a 1:1 individualized basis by delivering relevant user experiences…at scale automated individualization
- 26. Relevance Drives Engagement ...and engagement directly affects your bottom line How do you monetize your site traffic? Advertising | Subscriptions | Affiliate | Direct Selling
- 27. A review... 1) A/B Test (very manual, but very necessary) 2) Health Checks/Segmentations (still manual, but addresses @risk users fast) 3) Machine Intelligence (automates all of the above, at scale with 1:1 personalization)
- 29. shannon@boomtrain.com Contact us to learn more.
Editor's Notes
- #6: The retention cliff is scary...and looking at the retention graph on the right, we see the all-too-familiar drop in user engagement/retention.
- #7: When thinking about User Retention, these are some of the questions that immediately pop into our minds
- #8: It’s the 1 tool that EVERY marketer has at their disposal...and it’s the best place to begin
- #10: We don’t all use it consistently...we’ve all neglected this testing method at one time or another...so let’s review:
- #11: RANDOM!
- #12: Just optimizing for conversion (not all content is built for "conversion") Not taking the time to set goals (what are you looking to find out?) Keeping it too simple (A/B/C test...) Ignoring more advanced metrics (think beyond just CTR/visits...shares, leads, time on site) Ignoring mobile vs desktop (engagement methods and format differ...greatly) shannon johlic
- #17: An at risk user was engaged in the past but is now predicted to churn. There are many ways to predict churn including advanced predictive-analytics & machine-learning. However we recommend starting with a simple method called the rule of 4
- #18: @risk: Send a ‘churn prevention’ email to provide a REASON to re-engage. Consider including: limited-time special offers discount code highlight your best recent content that they are missing Healthy: Keep sending the A/B test optimized email newsletter. (just keep them happy)
- #19: Emphasis on value! Both you and your users MUST show some kind of value. (but it’s far more important for YOU to show value)
- #30: contact me directly: shannon@boomtrain.com