What is the Winback Subscribers Metric?
The Winback Subscribers metric represents the total number of previously churned subscribers who started new subscriptions and became active again. This metric provides a direct view of successful re-engagements of customers, and reflects both the effectiveness of your winback efforts and the cycles of 'churn and return' within your customer base.
This metric is available for the clients who have access to ChurnIQ. You can find it in the Cleeng Dashboard under ChurnIQ.
How is it Calculated?
The calculation is a simple count:
Winback Subscribers = Count of previously churned subscribers who started new subscriptions during the specified period.
How to Use the Winback Subscribers Metric in a Subscription Business
The Winback Subscribers metric is crucial for evaluating the success of your winback strategies. You can use it to:
- Measure Winback Campaign Effectiveness: Track the number of winback subscribers to assess the success of your winback campaigns and identify effective strategies.
- Evaluate Retention Efforts: Analyze the impact of retention efforts by observing changes in the number of winback subscribers.
- Forecast Revenue Recovery: Use the number of winback subscribers to predict potential revenue recovery and plan for resource allocation.
FAQs
How far back in time does a churned subscriber qualify for Winback Subscribers?
A churned subscriber qualifies for Winback Subscribers regardless of how long ago the initial churn occurred. Whether it was 10 days or 10 years ago, if a previously churned subscriber starts their new subscription using the same credentials, they will be counted as a Winback Subscriber.
How does Winback Subscribers differ from New Subscribers?
Winback Subscribers counts previously churned subscribers who started new subscriptions, while New Subscribers counts first-time subscribers who activated a subscription. They measure different aspects of subscriber acquisition.