Email Marketing Tips for Subscription Business Models
3. Subscribe to Get Special Features
- Subscription program: This model is often associated with "freemium" programs, where a customer converted from a free version of a product to a paid subscription.
- Subscriber value: They want access to special features only available to subscribers.
- Email tips: Keep in mind that these subscribers will consider reverting back to the free version of your offering. Your email program should do the following: reinforce the value of the additional features subscribers receive; drive adoption of value-adds to increase stickiness; and reinforce the exclusivity that comes with the subscription. Consider sending these subscribers special "subscriber only" freebies or other offers they would find valuable.
If You've Got It, Flaunt It
Successful subscription programs depend on retaining subscribers for as long as possible. Unfortunately, some businesses mistakenly think they should keep quiet post-conversion, fearing that communication will remind subscribers to cancel. Any short-term gains achieved from this approach come at the expense of long-term brand equity. Instead, tailor email programs around the value of your offering. Use email to highlight that value to customers and to increase their brand loyalty.
Susan Tull is the vice president of marketing for BlueHornet Networks.