Quizlet · B2C · study flashcards app
Win back lapsed students with content from classmates in their own courses
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What they did
Lifecycle win-back messages use segmentation and dynamic variables based on what the user engaged with before (content categories, new items in areas they liked). Quizlet is building a social graph from the courses students take so it can send hyperlocal, up-to-date content from other students in the same course or school, leaning on FOMO/social proof ('other students are studying here'). Also message churners when features they asked for ship ('you asked, we listened').
- Stage
- scale
- Effort
- Social graph still being built
“At Quizlet, one of the things we're doing is building out kind of a social graph that's based on the courses students are taking. That data kind of lets us send the most relevant up to date hyperlocal content that's coming from other students in your course directly or from your school.”
“it might be using segmentation or using dynamic variables of things that people have consumed before.”
Related topics
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More from Quizlet
All 5 Quizlet tacticsMore from this episode
- Quizlet: Ask a few quick questions about why when people cancelFound a third of 'no longer need' churners were just done with one test
- Quizlet: Add a monthly plan for students who start partway through the school yearKept after testing; no numbers given
- Quizlet: Give lapsed users a new free trial if they left a year ago and are active againSome success in several tests; no numbers