Crunchyroll · B2C · anime streaming service
Add the shows cancelled users asked for, then email them to come back
Unknowncancellation-flowemailfeature-development
What they did
Sort cancelling users by what they ask for: ignore requests far from the product; for close requests (popular or under-the-radar shows Crunchyroll could reasonably license), go get the content. If acquired, email those users: 'Hey, this is now on the service. Do you want to come back?', sometimes with a discount or a trial period to return.
“For example, with Crunchyroll, we'd get a lot of requests for like popular shows, or shows that were kind of under the radar, that we could reasonably try to go get, and we'd go try to get it. If we got it, we'd email them and say, "Hey, this is now on the service. Do you want to come back?"”
“And maybe potentially offer some kind of discount to come back or a trial period.”
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More from this episode
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- Crunchyroll: Change your brand's tone to welcome newcomers, not just diehard fansCalled a big change behind subscriber growth; no separate numbers
- Crunchyroll: Sell merch, events and games to your most loyal subscribersLet it compete on fan relationship instead of the best video player
- Crunchyroll: Compare people who cancel in the first month with those who stay
- Crunchyroll: Survey what regular subscribers and your biggest fans would each paySomewhat helpful; people say different things than they do
- Substack: If your retention beats your peers by a lot, raise your priceSome writers keep 90% of subscribers after a year yet never change price
- Crunchyroll: Raise the price $1-2 for existing subscribers too, not just new onesLittle churn from existing subscribers; new signups dip somewhat
- Disney+: Announce a price rise weeks before big new releases, effective after they startPress backlash at announcement; no subscriber numbers given
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- Substack: Offer a top tier where fans choose their own priceMany fans pay well above the regular price