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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New tactics from the week's founder interviews, each linked to where it was said.
More from Quizlet
All 13 Quizlet tactics- Map the few user actions and loops that drive growth, then model themGuest says it made growth more systematic; no numbers
- Estimate word of mouth from direct, branded-search and social signups per active userRevealed back-to-school and exam spikes in edtech; no numbers
- Hire a banker to run a buyout so the founders keep buildingSold to Quizlet; revenue roughly doubled during the process
- Have core product own retention and growth product own onboarding and monetizationResonated with the team and executives; no numbers
- Let students' and teachers' flashcards rank in Google for long-tail searchesMost important of four growth loops; low-cost acquisition
- Stay free for years, then add a low-priced subscriptionBuilt a teacher-student network effect; guest says rivals that monetized faster failed
More 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