This step is an overview of your current platform, representing all customers with an active content entitlement. Use a broad perspective for your segment actions, including customer activity, lifetime length, and revenue value in your approach.
Key Performance Goals
Increase net subscriber growth
The primary goal of all segment actions is to increase net subscriber growth. Decreasing the number of paid subscribers churning is a key component.
Lengthen the subscriber lifetime
Another key outcome is lengthening the lifetime of the average subscriber. Longer lifecycles mean more completed billing cycles.
Grow daily engaged metric
A third goal is growing your daily engaged count. This simply means keeping your customers more engaged, with more frequent activity.
Subscription lifetime (days)
It is important to have a basic model of the typical subscriber lifecycle for your service. This helps you break down the customer base into early, mature, and loyal (long-term customers).
Using either days engaged over past 30, or last login date. This helps you to spot users who are drifting from your platform.
Customer Lifetime revenue
Very useful as an indicator of long term interest, particularly for monthly subscriptions. Considers all revenue ever contributed
Segment Actions To Use
Monthly subscribers in the second billing cycle
It is not implausible for 80% of all churn to occur in your first two billing cycles. After this cycle, churn tends to decline significantly.
Action: Create a dedicated workflow for customers 40-60 days into their subscription. Emphasize upcoming content, and try using small discounts.
Mature monthly subscriptions
This segment has an active subscription for at least 150% of the average subscriber lifecycle, ie. > 150 days against an average of 100 days.
Action: Focus on this group for upgrades to your Annual plan, especially if they also have strong activity levels. Also engage them as reviewers & champions.
Subscribers with lapsing engagement
Not longer term dormant users, but those who have not logged in (or engaged) for 15-30 days - particularly in the first 3 months of the lifecycle.
Action: Experiment with content prompts with an emphasis on novelty. This means highlighting your latest content, or content that is often undiscovered.