[SMK] Social Media Knowledge


Win back the unsubscribed: Google marketer advice

Existing customers cost less than new ones, but it’s a sad truth that churn does happen. So, what if the ones that leave could be coaxed to come back?

For Android apps, Google insiders have some advice on how to bring folks back into your fold.

Bringing them back

A post on Medium by Google Play marketer Laura Willis shows how these people may be more efficiently targeted than totally fresh users.

Willis outlines some basic strategies that can help you get leavers to re-subscribe, including:

  • Use your metrics and automated notifications
  • Remind users what they lose when they unsubscribe
  • Implement grace periods and account holds for payment defaulters
  • Target leavers with customised special offers.

Burn no bridges

Willis’ advice is more than just general tips. She gives specific examples of executable strategies and refers to actual Android developer tools you can use to improve your outcomes.

Retention issues are not going to disappear, but a genuinely strategic approach might minimise long-term losses.

Willis’ advice has been summarised into a handy little printable pdf, in case you want to use it as a reference or spread it around the office.

Does Google Play make it easier to manage your app, or is Apple’s App Store better? Do these factors influence which platform you target first?

Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear.

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