# B2C Digital Subscription
1. New Subscribers (✨) **Who they are**: Recently acquired customers exploring your product. 💡 **Recommendations**: * Personalized Welcome Email: "Hi \[Name], welcome to \[Subscription Name]! We're thrilled to have you. Here's your personalized getting started guide." * Interactive Onboarding: A short series of emails or in-app messages highlighting key features and benefits. "Day 1: Discover your personalized recommendations. Day 3: Learn how to customize your profile." * Quick Win Content: Offer immediate value. "Here's your free ebook download," or "Start watching your first episode now." * Personalized Recommendations: Based on initial sign-up data, suggest relevant content or features. "Because you liked \[Genre], we think you'll enjoy \[Recommendation]." * Community Invitation: "Join our Instagram group for exclusive content and discussions with other subscribers." **Definition:** Subscribers in their first 7 days. **Hypothesis:** Personalized onboarding improves early engagement and reduces first-month churn. **Trigger:** Subscription start date < 7 days ago. **Goal:** Maximize first-week digital activity. **Primary KPIs:** Article views, newsletter signups, app downloads. **Variant A** * Send a welcome email: "Top 5 articles to get started with \[Brand]". * Include link to install the mobile app. * CTA: "Bookmark your favorite sections." **Variant B** * Trigger WhatsApp message with: "Welcome to \[Brand] — here’s your daily 3-minute briefing." * Include a calendar invite to a live onboarding webinar or Q\&A.
2. Needs Attention (⚠️) **Who they are**: Customers showing signs of disengagement. 💡 **Recommendations**: * Usage-Based Prompts: "We noticed you haven't been using \[Feature]. Did you know you can use it to \[Benefit]?" * Value Reminder: "Here are 3 ways \[Subscription] can make your life easier." * Personalized Content Suggestions: "We've curated this playlist just for you, based on your past activity." * Tutorials & Tips: "Short video tutorial: How to get the most out of \[Feature]." * Feedback Request: "We'd love to hear about your experience so far. What could we do better?" **Definition:** Subscribers whose frequency or recency is declining. **Hypothesis:** Proactive nudges can prevent disengagement. **Trigger:** RFV score declining >30% over the last 14 days. **Goal:** Maintain weekly activity. **Primary KPIs:** Session frequency, login count, CTR. **Variant A** * Email: "You missed these stories!" based on reader's last-read topics. * Include a dynamic content block based on reading history. **Variant B** * Email: "Want to get more out of your subscription?" with feature highlights (e.g., "Did you know we have audio articles?"). *** ####
3. Potential Loyalist (🚀) **Who they are**: Engaged customers on the path to becoming loyal users. 💡 **Recommendations**: * Exclusive Content Sneak Peeks: "Get a sneak peek at next month's featured content." * Early Access Offers: "Be the first to know about our upcoming sales and promotions." * Gamification: "Complete these challenges to unlock exclusive rewards." * Referral Program: "Share \[Subscription] with your friends and earn rewards." * Upsell/Cross-sell Offers: "Upgrade to our premium plan for ad-free listening and exclusive content." **Definition:** High recency & frequency, but moderate volume. **Hypothesis:** Deeper content exposure increases loyalty. **Trigger:** Weekly session streak >3 weeks, low engagement depth. **Goal:** Increase article depth, engagement spread. **Primary KPIs:** Average session duration, number of distinct topics read. **Variant A** * Campaign: "Deep Dives You May Like" (promoting investigative stories, long reads). **Variant B** * Invitation to join subscriber-only Slack or discussion forums. * Add survey: "What kind of stories do you want more of?"
4. Champion (🌟) **Who they are**: The most engaged and valuable customers who advocate for your product. 💡 **Recommendations**: * Exclusive Community Access: "Join our VIP Instagram group for behind-the-scenes content and direct access to our team." * Beta Testing Opportunities: "Be among the first to try new features and provide feedback." * Personalized Recommendations: "Based on your listening/viewing history, we think you'll love these hidden gems." * Thank You Gifts/Rewards: "As a thank you for your loyalty, enjoy this free \[Gift/Discount]." * Feature Spotlights: "Learn about this advanced feature you might not know about." **Definition:** Top 5% most engaged subscribers. **Hypothesis:** Recognition and perks increase retention and advocacy. **Trigger:** RFV top 5% for 4 consecutive weeks. **Goal:** Boost referrals and word-of-mouth. **Primary KPIs:** Referral codes used, NPS score, shared articles. **Variant A** * Email: "Thank You! Here’s early access to \[Upcoming Series]." * CTA: "Share your thoughts with the newsroom." **Variant B** * Campaign: "Refer 3 friends, get 1 month free." * Include dashboard showing referral progress.
5. Loyalist (💎) **Who they are**: Steady users who consistently engage and bring value. 💡 **Recommendations**: * Birthday Rewards: "Happy Birthday, \[Name]! Enjoy a special discount on your next renewal." * Anniversary Gifts: "Thank you for being a loyal subscriber for \[Number] years! Here's a special gift." * Personalized Content Recommendations: "We know you love \[Genre], so we've handpicked these recommendations just for you." * Exclusive Content: Offer content only accessible to long-term subscribers. * Early Bird Access to Sales: "Get early access to our Black Friday sale." **Definition:** Consistent and valuable users (e.g., weekly engagement for 3+ months). **Hypothesis:** Upsell opportunities emerge through personalized value prompts. **Trigger:** 90-day rolling engagement streak. **Goal:** Increase ARPU and satisfaction. **Primary KPIs:** Plan upgrades, merch purchases, donation prompts. **Variant A** * Automated email with: "See your top-read topics + premium features you haven't tried yet." **Variant B** * Trigger task for CSM to reach out with custom plan upgrade suggestions based on behavior.
6. At Risk (🛑) **Who they are**: Customers with declining engagement, likely to churn. 💡 **Recommendations**: * Personalized Re-Engagement Email: "We miss you! Here's what's new with \[Subscription] since you last logged in." * Survey/Feedback Request: "We'd love to know why you haven't been using \[Subscription] lately." * Special Offer/Discount: "Come back and enjoy \[Subscription] with this limited-time discount." * Highlight New Features/Content: "Check out these exciting new additions to \[Subscription]." * "We Miss You" Content: A curated collection of popular content they might have missed. **Definition:** RFV in rapid decline over last 30 days. **Hypothesis:** Targeted win-back efforts can recover 10-15% of users. **Trigger:** Negative RFV delta over 30 days. **Goal:** Prevent subscription cancellation. **Primary KPIs:** Open rate, CTR, retention within 14 days. **Variant A** * Email: "We miss you — here’s 20% off your next billing cycle." **Variant B** * Email with survey: "Tell us what’s not working, and we’ll fix it." * Offer content bundle based on missed categories.
7. Hibernating (🕰️) **Who they are**: Customers who were active in the past but are now inactive. 💡 **Recommendations**: * Automated Re-Engagement Email Sequence: "We haven't seen you in a while! Here's a reminder of all the great content waiting for you." * Content Recap: "Here's a recap of the top-rated content from the past month." * Limited-Time Free Access: "Enjoy a free weekend of \[Subscription] to see what you've been missing." * Simplified Login/Access: Make it as easy as possible to return. * "What's New?" Email: Focus on recent updates and improvements. **Definition:** No activity for 60+ days. **Hypothesis:** Reminder of content value + new features drives re-engagement. **Trigger:** No session recorded in 60 days. **Goal:** Get user back into the product. **Primary KPIs:** Sessions in next 7 days, email CTR. (opt-out flow should be taken into account) **Variant A** * Campaign: "You’ve missed a lot — here’s the top 10 stories since your last visit." **Variant B** * Push notification or email: "Your subscription includes audio, curated digests, and more — rediscover \[Brand]."
8. Lost (❌) **Who they are**: Former customers who have churned. 💡 **Recommendations**: * Exit Survey: "We're sorry to see you go. Could you tell us why you cancelled your subscription?" * Personalize email based on response of why they stopped using the product. * Win-Back Offer: "We'd love to have you back! Here's a special offer to rejoin \[Subscription]." For example: discounts, free item with purchase. * Stay in Touch (Optional): Invite them to follow your social media channels for occasional updates. * Analyze Churn Data: Use feedback and cancellation data to improve your product and customer experience. * Farewell Message: A simple thank you for their past support. **Definition:** Paying subscribers who haven’t used the digital product in >90 days. **Hypothesis:** Showing the digital value of the subscription reduces silent churn. **Trigger:** Payment status = active AND last session > 90 days ago. **Goal:** Reignite digital usage to improve perceived value. **Primary KPIs:** Sessions resumed, articles read, app installs. **Variant A** * Email: "Still subscribed? Here’s what you’re missing on \[Brand] — trending stories, audio, and exclusive features." **Variant B** * Task for CSM or retention agent to call or email personally: "You’re still a subscriber but haven’t logged in. Can we help you reconnect?"