#announcements
Important info for Customer Marketers & Community members
Thread
How do you manage your "sleeping bears"? For those who lead lifecycle marketing - if you have customers not logging in, not using your product, etc. Do you : A. Leave them alone and hope they do not cancel or ask for a refund? B. Risk waking the bear and having them cancel by engaging via emails,1:1 outreach, etc? If B, what have you found that works well to re-invigorate them? We have been trying a few different ideas and we have had trouble re-engaging these customers - although we did get some cancels :disappointed: - Wondering what is working for others. Thank you!
I think B, done correctly, can be really powerful. Have you taken a look at your customer data to see what those bears have in common? I think figuring out the why will help with the how (tactics). Like If they tend to drop off after initial log in, maybe there are barriers to product adoption and the communications need to center around that. If they achieved the solution to their initial problem and don't come back, maybe they don't see the ongoing value of the product and the communications need to center around that. An example I can think of is if I were pregnant and subscribed to a pregnancy nutrition newsletter, I might stop engaging after I had the baby (not thinking about my post-natal nutritional needs).
If you can't tell from the data you have, it might be worth sending a survey to see if you get any additional insights.