Practitioner pattern · Jacob Eiting (CEO of RevenueCat, whose data and Experiments product are discussed)
Wait for 500-1,000 churned users before building win-back campaigns
10%+ of churned monthly subscribers come back within 12 months anyway
Unknowncancellation-flowretention
What they did
Reactivation compounds because the pool of churned subscribers only grows, so it matters more as the app scales (Duolingo and early Twitter lean on it heavily). Early on, focus on the basic funnel, acquisition and retention; don't build CRM/win-back infrastructure for 15 churned users. Wait until there are 500-1,000, or only do the easiest wins.
What happened
Over 10% of churned monthly subscribers resubscribe within 12 months (higher in media and entertainment).
- Stage
- growth
In their words
Sub Club by RevenueCat · The Future of Subscription Apps (Why We’re So Excited For 2024)“over time you have the number of churned, unactivated customers grows and grows and grows and grows and grows. It never goes down. And so similarly, that if you can reactivate 10% of that, that 10% becomes bigger and bigger and bigger every year.”
“"We had 15 users churn last month. Let's build out this infrastructure." It's like, no, don't worry about them. Wait till there's 500 or 1,000.”
Related topics
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