Customer Churn Prediction How to Use Churn Prediction and Analysis to Increa | Page 9

BUILDING A CHURN-PROOF RETENTION FLOW
DETERMINE THE CHANNEL AND THE
APPROACH
Will the retention strategy take place within the customer's
inbox? Or will they be able to interact and learn more directly
within the product through in-app messages?While the
channel is essential to develop a clear communication of your
intentions to the customer, the approach must be carefully
set to avoid making them feel you're just another spamming
company.
A good strategy is to blend both emails and in-app messages as the second one is an
excellent way to reach customers who are already within the product. Thanks to it, it is
a lot easier to guide and encourage them through the app to carry out a specific action.
In our example, customers would get emails that point out a feature they're not using.
Together with that, in-app messages can follow the user within the app, to give
instructions and complementary content to help them get used to the feature's
interface and its functionalities.
WRITE THE CONTENT OF EMAILS AND IN-APP MESSAGES
Since the approach and channel of communication have been already defined, the
next step is to effectively produce the content that'll be sent. Sometimes, the best
strategy is to keep it simple and clean, without too many distractions like images or
text.
A nurturing flow is built with content, and that's why it's important to have a
content marketing strategy up and running, to help these customers achieve
greater results. This content is also a part of your retention flow.
To achieve that, it's recommended the use some of the content
marketing weapons: Middle of the Funnel (MoFU) and Bottom of the
Funnel (BoFU) content with a product-focused approach. Since
customers are already using the product, they could also take
advantage of valuable resources to improve the way to use it.
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