💎 Growth Gems #35 - Gems from "Mastering the Subscription Lifecycle Marketing & Retention through CRM"
Hi there,
Today's gems are mined ⛏️ from a talk at the App Promotion Summit Berlin by Karan Tibdewal (Senior Growth Consultant at Phiture).
💎 #1
The traditional "linear" AIDA flow (Awareness → Interest → Desire → Action) is no longer valid. A more realistic journey takes into account the fact that users can go through several different stages, in different order: lapsed users, infrequent users or power users.
💎 #2
Fostering a stable relationship irrespective of the customer stage or journey is the key.
💎 #3
Karan suggests a way to think across all lifecycle stages, which requires both the right marketing automation tools and data points.
💎 #4
Know your customers and what kind of information/assistance they need. Irrespective of the lifecycle stage a user is at, make sure you have both clear expectations and clear data points that show:
How often the user intends to use the app
How the user wants to use the app
💎 #5
Feedback and reviews is critical, and should not be limited to when the user has lapsed. Users that start interacting with an app have a high motivation and some strong ideas about what's working and what's not, which can be very valuable (and allow you to keep your power users).
💎 #6
Hitting "impulse" users with a paywall (including free trial) might work very well for you, but you might also want to design a slower approach for all the users that drop off (so you can hit them with the paywall later, after they've experienced the core value of the app).
💎 #7
Try to find daily habits to which you can attach your app in order to increase daily usage. Example: music when working out, music when cooking, etc.
💎 #8
Associate the sounds to feelings and leverage it. Example: Duolingo uses the same sound for their notifications as the sound you get when answering correctly in order to trigger a positive reaction.
💎 #9
Asking users for their commitment goal (e.g. usage per day) can be leveraged to then get the most ambitious users back in the app more aggressively through communications. Example: reminders, challenges, leaderboards.
💎 #10
Use the information that you've collected (e.g. during onboarding) to frame how you ask for permissions. Example below.
💎 #11
Reward users coming back to the app by offering something special if they re-engage with the app.
💎 #12
Use in-app messages to push users to experience the app (e.g. do a workout) and giving them a rewarding message before pushing them to the "impulse funnel".
Stay savvy!
⛏️ Sylvain