The Offer step focuses on segmentation by the plans in your current product setup. Breaking down your entire subscriber base by offers and channels allows you to create more granular, targeted campaigns. It also makes it easier to focus on value, popularity, and growth when tracking effectiveness.
Key Performance Goals
Growing net movement per offer
Experimenting with messaging on specific offers and carefully tracking net subscriber movement is great way to micro-test strategies on a smaller scale than your entire subscriber base.
Improving the Annual/Monthly customer ratio
Longer term commitments are better for your business. Moving your Annual:Monthly subscription balance by 5% in the annual direction will have a major impact on your MRR & Quick Ratio.
This matters in a number of different ways. Firstly, Annual & Monthly customers have a very different lifecycle structure. Secondly, annual customers will contribute 3-4 times more revenue than an average monthly customer.
Pay attention to higher & lower performing channels. You can use the channel LTV chart to track this, or simply your retention cohorts
Segment Actions To Use
Annual subscribers approaching renewal
As higher value customers, your relationship with this segment requires more attention. Be especially alert to annual customers approaching their renewal date.
Action: Increase value communication efforts as the renewal date nears. Use ‘thank you’ coupons as an added incentive.
Recently converted monthly subscribers
Conversion to paid subscriptions is an important goal, but these customers will have another moment of truth in a matter of weeks.
Action: Mark the first subscription fee received in an appropriate way. Make the user feel appreciated, and highlight all they have to look forward to as your subscriber.