Please come back! [case study]

Please come back! [case study]

Do you have customers that no longer use your service?

Today I want to share the story of MailerLite’s customer Dojo App*.


Here’s the story:

~5200 of Dojo App users had not logged into the app for the past 4 weeks.

We needed to do something really special to grab their attention and ask them to give it a second chance.

We sent out this email, using the recipient’s name as the subject:

The results were insane…

Open rate was 74%!

We received 176 replies… people gave us the most interesting reasons for not using the app, some people gave us suggestions to improve and a good number (over 60) said they would definitely be coming back.

Our marketing strategy is built around the thinking that people respond better when you speak to them honestly and I think this is proof of that.

TAKEAWAYS

#1. People do react to their name, especially in the subject lines.

Dale Carnegie said:

“A person’s name is to that person the sweetest and most important sound in any language.”

Read more about personalization in email marketing.

#2. Being a human pays off.

What can be more genuine than writing a letter to your customers?

From time to time write a real letter to your customers.Don’t hide behind your company brand. Don’t pitch. Don’t fake it. Just be yourself and people will respond to that.

Learn more ways to scale personal attention.

#3. Want to get the answers? Just ask.

People love being helpful.

Psychology researches show that if you do someone a favour, you tend to like that person more as a result. The reason is that we justify our actions to ourselves by assuming that we did the person a favour because we like them.

It’s a great insight to know why someone stopped using your service. Ask and the customers will share what might be improved.

See how to send a survey to collect the feedback.


*P.S. Dojo App is an app to discover London’s hidden gems. Are you from London? Traveling to London? Download it for your iPhone HERE.