Hulu’s Win-Back Email Shows Customers What They’re Missing
The subscription television service uses email to get customers streaming back.
Mailer Name: Hulu
Date Emailed: May 21, 2017
Launched in 2008, Hulu was known for years as a next-day option for original network programs as well as more vintage content. It is owned by several legacy networks, like NBC, ABC, Fox, and Turner Broadcasting.
But with a subscriber base smaller than that of its chief rivals – Amazon and Netflix – the service has begun to produce its own programs. And that’s an important selling point, especially to viewers who think they’ve literally seen it all before.
“Get 30 days free when you come back to Hulu” says the subject line for this email sent to a former subscriber. All by itself, that might not be enough to deserve a second look, or even an open.
But the image at the top of the email shows Elisabeth Moss from Hulu’s biggest original show yet, The Handmaid’s Tale. The adaptation of the Margaret Atwood novel has cut through much of the considerable clutter in pop culture. And while its popularity may not last, the exposure may result in a bump in subscribers.
“THERE’S SO MUCH streaming on Hulu” the headline screams. A call to action button repeats the offer for a free month. A short paragraph reminds the former subscriber of the wide variety of programming carried on the service. And its offers another, new reason to come back: “a more personalized way to watch everything you love” on multiple devices.
Much of the rest of the email promotes some of the series and movies running on the service. Each is represented by an image, as well as a reminder that it’s available “now.” Clicking through any one takes the customer to a landing page where they can select from 2 options to resume their subscription and get a free month.
Remind your lapsed customers of valuable and exclusive content, and make it worth their while to come back.