Home > Features > Strategies for Re-marketing Canceled Members • Bookmark   • Newsletters   • Register Search Options

FEATURE

Strategies for Re-marketing Canceled Members

Strategies for Re-marketing Canceled Members

March 9, 2014
Text size: 
View in Digital Mag
Get XBIZ News
XBIZ Research
Will virtual reality boost the paysite market?
Yes, it will soon
  39.66%
Yes, but in a few years
  36.87%
No
  23.46%
Out of 179 votes. Results based on votes submitted by members of XBIZ.net social network.

" A Cancel Discount is a retention tool that gives consumers who cancel the ability to keep their subscription at a reduced rate, with their subscription terms automatically modified to the new cancel rate. "

Merchants often like to think that their products and services are so good that every customer is a guaranteed customer for life. Unfortunately, this rarely plays out in the real world, where increasingly finicky porn consumers are more reluctant to purchase and more quick to cancel website memberships.

Direct communication and a discount offer or other incentives are the way to mitigate this user loss.

According to online billing giant CCBill.com, a Cancel Discount is a retention tool that gives consumers who cancel the ability to keep their subscription at a reduced rate, with their subscription terms automatically modified to the new cancel rate. A Loyalty Discount, on the other hand, exists as a retention tool to give consumers a reduced price the longer they rebill. By providing an incentive to remain customers via this reduced rate, site owners have the opportunity to keep members rebilling.

Sometimes a discount offer is unnecessary; for example, when a site offers frequently updated unique content that former customers only need a preview of to re-join. Whatever the incentive, the common denominator is an event-based (in this case, an actual or pending membership cancellation) email campaign, designed to retain existing customers, or to re-seduce past prospects.

For example, XBIZ.net member Damian offered an interesting and potentially profitable email marketing technique for paysite owners who can cash in by mailing their ex-members using a two step approach to maximize productivity and pull power.

Using this approach, the first email to send is a graphically embellished HTML-based mailer that is, as Damian puts it, “lovely and wizzy.” This message will ask former members to check out the site’s latest offerings posted since they cancelled their membership, and will link to a landing page showing a well-produced trailer of the site’s newest content.

For those recipients that do not respond to this initial offer, send a second HTML-based mailer (HTML so that it is traceable), but make it appear to be an old-school plain text email, which reads:

Hi ____________

I sent you a mail last week asking for your comments on our new stuff. Hope everything is OK with you, but I really would value your input into the new material.

Here?s my personal email email@domain.com

Here?s a link to the new video.

Let me know what you think.

While Damian notes the personalized part of the email is the least important part of this approach, he also cites a study that reveals that personalization increases commercial email opening rates by more than 137 percent — providing a significant boost in audience reach and effectiveness.

“The main point [is to use] singing dancing HTML followed by pseudo plain text,” Damian told XBIZ. “This one-two punch works wonders [because] the pseudo plain text is what makes it work.”


LEGAL PERSPECTIVES

The Skinny on the New DMCA Requirement

The requirements under the Digital Millennium Copyright Act (DMCA) have changed, but the sky is not falling. We have, even as a law firm, been hit with an unbelievable amount of spam sent out by law firms... More »

2017 Outlook: Legal Matters Around the Corner

The adult entertainment business’ legal community recently weighed in the top issues that companies and the industry, as a whole, should be concerned about. XBIZ asked industry attorneys to discuss... More »

Fraudulent Brazilian Trademark Registrations Running Rampant

Although you might not think often about protecting your trademark rights in Brazil, you need to — even if you don’t yet have a single Brazilian customer. Scammers are constantly looking for... More »
XBIZ NEWSLETTERS
Stay informed of the latest industry developments. Get XBIZ newsletters delivered to your inbox. Subscribe today!
Enter email address:

* To manage existing subscriptions click here.






POPULAR PRODUCTS & SERVICES
Submit your press release to
multiple news outlets with 1 click.
Subscribe to RSS news feeds or
add free content to your website.
Access XBIZ news and articles
with your mobile device.
Access the latest issues of the industry's leading trade publications in digital form. View online or download for offline viewing.

UPCOMING EVENTS

EXXXOTICA Denver

Mar 31 - Apr 02
Denver, CO.

Eurowebtainment 2017

May 17 - May 20
Majorca, Spain

XBIZ Retreat

May 30 - Jun 03
Miami, Florida

XBIZ Miami 2017

May 30 - Jun 02
Miami, Florida
Everyday thousands of business professionals browse XBIZ's industry directory for quality products and services. Not listed yet? Your company could be losing potential new business. Submit your company today!
Use XBIZ RSS feeds to stay informed of the latest industry developments or as a content syndication tool for your website!