VSCO · B2C · photo editing app
Remind people who cancel which features they'll lose, e.g. '7 days left of this filter'
Called one of the coolest campaigns seen; no numbers
Unknowncancellation-flowemail
What they did
When a member cancels, remind them of the membership benefits they'll lose and create urgency: 'you've got seven days left of this particular filter'. Also remind them of features and usage they enjoyed, and of upcoming releases they won't have access to.
What happened
Described as a really cool campaign.
- Stage
- Scale (scaling)
In their words
Sub Club by RevenueCat · How to Boost Retention with Subscription Lifecycle Messaging — Alice Muir, Phiture“I worked with VSCO a couple years ago and that was something that we were able to do was to sort of remind people of the benefits that they lose when they don't have membership anymore.”
“so saying you've got seven days left of this particular filter, this kind of thing.”
Get tactics like this every Monday
New tactics from the week's founder interviews, each linked to where it was said.
More from this episode
- Right after someone subscribes, show a message linking straight to their first premium reportFixed a wave of instant cancellations, consultant says; no numbers
- Plan a message for each free-trial day, aimed at getting users to try premium
- Headspace: Email free users a small discount, then raise it every few days until they upgradeSaw some good results, consultant says; no numbers
- Phiture: Test paywalls by building them as full-screen in-app messagesWorks, and banners converted surprisingly well; messages sometimes fail to load
- Build one paywall message that shows each user the price for their regionPretty good success, consultant says; results can't be split by region
- Keakr: Find which features buyers used first, then nudge similar users toward themAdvanced-editing users were more likely to subscribe; no numbers
- Survey users who start opening the app less often than normal to learn whyFound many drifting users were pregnant; advised content to keep them
- Headspace: Ask why people joined, then remind them of it laterQuite effective at reinforcing the habit, consultant says; no numbers
- When users screenshot a premium creation, offer the high-resolution download with premiumWorked nicely for both new and lapsed users, consultant says
- Show lapsing members photos they made in the past to celebrate their membership
- Headspace: Add new uses, like sleep and exercise, so users don't outgrow the appConsultant calls it smart; no numbers
- MyFitnessPal: After each day's log, show where the user will be in 5 weeks if every day is like todayGuest, a 3-year user, credits it for a brilliant retention strategy; no numbers
- MyFitnessPal: Show lapsed subscribers pop-ups that point to features they've never used
- Headspace: Email lapsed subscribers 40% off if they come back within 7 days