Show past subscribers their own messages and, sometimes, win-back offers

Ora LevitYeah, so as your subscription grows, you see more of your members who tried you at some point come back. That's a good sign. It means that they got the value at some point in time. For whatever reason, they decided they're not going to use Premium for the short term, but then they came back later. Sometimes it can be because they're looking for a job again and they're looking for something to help them with that specific job search.

Ora LevitSometimes it can be because they're starting a business, different reasons for different seasons in life. Ultimately, for us, I would want everyone to stay with us, but if you leave for whatever reason, I want to make sure that you got the value, you left us happy, so that you can back at a later point. And what we've seen is that, as we've grown, a much larger portion of our incentives became boomerangs. And today, they're just a big population that we see comes back to use our products and resubscribes. We are happy to have them.

David BarnardHow do you incentivize that? Are there specific win-back offers or other things and do you even segment that by maybe demonstrated intent, so the people who come back and are high intent, maybe you don't offer a discount and maybe folks who come back and are there but seem lower intent, do you offer a bigger discount or how does that work on the win-back and financial offer side?

Ora LevitYeah, so we do use, whether you've been a subscriber before to understand how likely you're to subscribe again, which would indicate what type of experiences you see and what type of messaging you would see because we do see that you're more likely to resubscribe. We have at times offers that are around win-backs and specific promotions for boomerangs. We do look at different signals to decide if and when to offer those. Generally, our subscription is, we're not a high-discount subscription, so it's not the type of thing where you would search online and you'll find a coupon code and redeem it. Our price is our price. You can get a great discount if you want to take an annual plan. We do use AI algorithms at times decide on offers such as boomerang win-backs, et cetera, but those depend on the use case.

David BarnardOne of the tactics that I've seen implemented in LinkedIn, I think it's been talked about, maybe you even wrote a post on LinkedIn about this that I read, reoffering trials, which a lot of folks don't do, and the App Stores actually specifically prevent people from using a free trial after they've used a free trial. And so if it's in the App Store specifically, if you give them the same product, if you display the same product, it doesn't matter …