Staying ahead is crucial for subscription-based businesses, requiring more than just a great product or service. It demands quality customer experience through effective and personalized communication. That’s where email marketing automations step in as your ultimate ally. From nurturing leads and lowering churn rates to retaining loyal subscribers, email marketing automations play a pivotal role in generating revenue and growth for your subscription model.
In this article, we share the essential email marketing automations needed to increase customer lifetime value, drive average order value, and reduce churn to see subscription business model growth.
What are email marketing automations?
Email marketing automations are the secret sauce behind successful subscription services. They streamline processes, enhance customer relationships, and ultimately drive conversions. By leveraging the right email marketing automations, you can effectively nurture leads, onboard new subscribers, and keep existing customers engaged throughout their subscription journey with your brand.
Welcome email automation
The onboarding process sets the tone for the subscriber’s relationship with your brand. Create a personalized email to welcome new subscribers, introduce them to your products or services, and guide them through any initial setup process. Use this opportunity to highlight key features, such as your competitive pricing, offer helpful tips, and reinforce the value proposition of a subscription business model.
Recurring payments reminders
In a subscription business, ensuring timely payments is essential for maintaining cash flow and minimizing churn. Set up automated email reminders to notify subscribers about upcoming payments, payment confirmations, and any billing-related updates. Proactively communicating with your subscribers and providing convenient payment options can reduce involuntary churn and improve revenue predictability.
Upsell and cross-sell automations
Maximizing the lifetime value of your subscribers is key to sustainable growth in the subscription business. Implement cross-sell and upsell email campaigns to promote complementary products, like streaming services or premium subscription boxes, to your existing customer base. Leverage customer data and behavior analytics to identify relevant upsell/cross-sell opportunities and tailor your offers to each subscriber segment. By effectively cross-selling and upselling, you can increase average revenue per user (ARPU), drive incremental revenue, and reduce customer acquisition costs for your subscription business.
Win-back automation
Subscriber churn is inevitable in any subscription business, but it’s not the end of the road. Win-back automations offer a second chance to re-engage lapsed subscribers and bring them back into the fold. Set up a win-back email automation to entice inactive or canceled subscribers with special offers or discounts. By reigniting their interest and addressing any concerns they may have, you can win back lost revenue and strengthen customer loyalty over time, increasing customer retention.
Email marketing automations are an indispensable tool for growing and scaling your subscription business and keeping customer satisfaction high. You can optimize every stage of the subscriber journey and drive sustainable growth by implementing lead nurturing sequences, onboarding emails, recurring payment reminders, engagement campaigns, and feedback emails.
A strong email marketing automation platform, like ActiveCampaign, offers advanced features such as segmentation, personalization, and specific marketing automations to manage and grow your subscription business.
