4. Increase the utilization of your product
It’s a simple fact, but it’s true. Customers don’t cancel things they use - so increasing the utilization of your product is a sure-fire way to remain front of mind and deflect churn. For physical product companies like quip, this is insanely easy. Every morning, their customers wake-up and brush their teeth with their quip electric toothbrush - embedding the brand as part of their daily routine. You might not be so lucky. But if your product has a physical location, think about running special events on certain days (like classes at gyms, or discounted events at membership clubs) to attract customers back in.
Software-as-a-Service companies can increase utilization by encouraging the use of their app for daily, weekly and monthly tasks. Task management app Basecamp uses check-in questions as a way to mail out a daily email and encourage users to log back in and engage with their service.
Media companies like Netflix use a recommendation engine to surface new content that keeps their customers coming back, and push out recommendations via email and social media to remind customers to check back in to the service. Even if your subscription is - by its nature - only delivered once a month - like a magazine subscription or a membership box, you can still increase product utilization by increasing the communication around your offering.
In week one, you send the box out - then in week two, email to get feedback on the box (tip three!), in week three, send another message to promote referrals (tip fourteen), in week four, tease the content of the box they’re about to receive, and then in week five, it’s shipping notification time - the box you’ve been hyping them for all month is here!
Every service email is an opportunity to increase utilization
If your customer has opted-out of marketing messages, it might make it harder for you to reach out to them about reasons to come back and use your service. With Billsby, inside the service notifications we send, there’s an opportunity to include an eye-catching graphic advertisement.
You can use this to promote the events you’ve set up to help increase utilization.