[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.

Learn with SMK through July

Start your SMK: Digital Excellence 7-day free trial today and unlock unlimited, on-demand access to hundreds of hours of digital masterclasses, training courses and hands-on tutorials.

Your risk-free trial offers the perfect opportunity to expand and upgrade your digital intellectual property.

Each month SMK releases 30 hours of new and updated social media and digital marketing educational course content, ensuring you never get left behind – be it on digital strategy, tactics or implementation.

Alongside this, SMK offers live help and support weekly within the SMK Working Group. It might be a quick fix or the root of a bigger problem; either way, a problem shared is a problem halved. On a day-to-day basis, SMK’s team gives you hands-on support and fresh ideas.

Not to mention a shoulder to cry on, occasionally.

July's Courses, Live Help & Support Options

Live Member Clinics every Monday & Tuesday from 1 pm – 2 pm AEST

  • Live help and support from SMK’s team of analysts.
  • Book in to request a personalised discussion for 15 or 30m via Zoom within the Facebook Working Group.

Weekly Technical Labs: Meta Business Suite on Wednesdays from 1 pm – 2 pm AEST

  • Technical Labs explore the technological process and workflows related to key digital marketing activities.

Google Analytics 4, Data Analysis & Evaluation Masterclass on Thursdays from 10 am – 12 pm AEST

  • Module 1: GA4 Optimisation, Key Features, Tools & Reports
  • Module 2: Setting up GA4 Conversions & Understanding Analytics Events
  • Module Three: Analytics campaign tracking and report analysis
  • Module Four: GA4 report round-up, conversion attribution & visualisation

Influencer Marketing Masterclass: Organic, Paid & Commerce on Fridays from 10 am – 12 pm AEST

  • Module 1: 2024 Influencer Marketing Trends, Forecasts & Opportunities
  • Module 2: Organic Influencer Marketing Best Practices
  • Module 3: Optimising Influencer Campaigns With Social Ads
  • Module 4: Evaluation, Reporting and Influencer Commerce

Leave a Comment