Post COVID Subscription Reactivations?

Deirdre Stenson

Is anyone experiencing a period of covid "rebounds"? Our business experienced a wave of customer accounts churning or downselling when COVID hit - as our user base was largely home bound and unable to use our application. But now as the world opens up, we are excited to see many of those lost accounts or users reactivate and return. 

We want to encourage this momentum and proactively implement some playbooks to encourage reactivation. Does anyone have some suggestions for playbooks to run?

So far we are planning:

• Doubling down on training resources (webinars, guidebooks etc)
• Sending returning users a "welcome back" email
• Having our CSMs reach out when a group of new users are added to an account or their health score jumps from "red" to a better score.
• Proactively reaching out to those lost accounts with a sales style email to resell our benefits and how customers are using our app in a post COVID world.

Would love to know if anyone is in a similar situation or if you have ideas on how we can improve our reach out process. Super important to bring back as many of the lost user base as possible!

Matt Moody

We've seen strong reactivation/win-back campaigns lately that combine segmentation and split testing. Segment on the usuals, along with the tenure of the customer before they churned. Then split test (or apply more advanced methods like thompson sampling) to identify what kinds of win-back treatments work best within each segment. 

You might also try a win-back survey campaign that asks the customer how likely they are to return (sort of a little nudge and helps you collect a little more data).

Deirdre Stenson

Great idea - thank you for the input!!

David Newberry

Depending on high touch/low touch, now might to be great to drill down into the accounts to schedule QBRs, trainings, regular call cadence, etc.  For lost accounts, call to see how they are doing (personally and corporately), what can you do to help.  I think email is tool but nothing beats a personal touch.

Deirdre Stenson

Agreed - we expect to see a lot of turnover and new points of contacts/decision makers coming onboard, so the personal touch will be key for our high touch accounts. 

Matt Moody

You're welcome! Hope it helps.