Your subscribers’ engagement level provides two key insights:
- The general level of engagement within your subscriber base as a whole
- Which subscribers are highly engaged, and which subscribers are weakly engaged.
Engagement level analytics can therefore be used both to form a high level picture of engagement, and a more granular segmentation of your subscriber base.
Using Engagement Segments
The appropriate actions for your segments also depend on the engagement-churn link, and typical usage patterns in your subscriber base. What is truly ‘weak’ or ‘strong’ engagement for you is unique to your service.
Taking these into account, consider the following questions:
- Who is out-performing ‘typical’ usage behaviour?
- Who is under-performing typical usage behaviour?
Highly engaged subscribers are clear prospects for higher value subscription plans, or for advocacy actions. If they are also mature subscribers then there is an even stronger case for promoting subscription upgrades to them.
Subscribers who are engaging at the lowest levels should be targeted first for re-engagement, and subsequently with stronger retention actions (downgrades, coupons etc.)
However, it is critically important that more aggressive actions are only taken if there is (1) a strong engagement-churn relationship, or (2) if the subscriber is also entering a high risk period in the subscriber lifecycle.