When to engage; when to ghost 'em
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TL;DR - This daily email series - 7 ways to take control of churn - is what we'll cover in the "Save Customers" workshop on Jan-15 (16 in Australia). It's good stuff on its own; it's better if you come to the workshop and get the details. Yesterday, I sent you an email with the subject Save the Right Customers, Ignore Others, so go find that if you missed it. Today, I’m going to talk about deciding when to contact at-risk customers... and when you should ignore them. Remember, this is NOT about Customer Success or long-term customer-centric growth. Sometimes, the best way to engage at-risk customers.... is not to. Ugh, I hate that. But here we are. Overhauling engagement frequency doesn’t always mean increasing touchpoints—in some cases, it means going silent. Reaching out to at-risk, inactive or "zombie" customers might inadvertently prompt churn instead of preventing it. At this very precarious time we don't want to remind them that they're paying us but not using or getting value from our service. Of course this is an age-old question: do you remind inactive users they’re paying you and risk churn? From a customer-centric perspective, where engagement focuses on long-term success and growth to maximize LTV, the answer is yes—you engage. But when you’ve failed to engage, and the stakes are this high, the calculus changes. Sometimes, saving the customer and protecting the revenue means stepping back and staying silent. In the workshop, we’ll walk through how to adjust your engagement strategy, including when to double down on communication and when to pull back entirely. Learn more and sign up for the workshop here. Tomorrow, I’ll send you an email on the next tactic: Stop Churn using Time Scarcity. Stay tuned! ~ Lincoln BTW: We're doing two sessions on Jan-15 (Jan-16 in Australia) that cover most time zones. So you don't have an excuse to not join live. Learn more and Sign-up today. .... |
Lincoln Murphy
I help SaaS companies Maximize LTV through Customer-centric Upselling
My new book, Maximizing Lifetime Value, will change how you think about revenue growth—forever. 📌 Go to the sales page now, so you can:✅ Watch my welcome video – See why this book is a game changer✅ Listen to the deep-dive podcast – Get the big ideas in minutes✅ Read the first part of the book – See for yourself✅ Buy the full book & get instant access Do this, and change your business forever. ~ Lincoln BTW: You’ll get the polished digital version when it’s officially published. This is the...
The "UI Sludge" tactics to Deflect, Distract, and Delay cancellations sparked interest during the Customer Save workshop—but applying them to higher-touch B2B Enterprise without in-app cancel flows left some scratching their heads. To clear this up, I created Applying Cancel Sludge in B2B Enterprise—a guide showing exactly how to make this work in your context. You’ll get this new guide along with: The full 2-hour workshop replay 45-min Q&A How to Save Customers eBook (20 pages) Example...
TL;DR - You missed the "Save Customers" workshop. Buy the workshop replay here. You'll get instant access. Stop churn in Q1! The two “Save Customers” workshops were packed with high-impact, no-nonsense tactics to stop churn in Q1. We spent two hours breaking down actionable strategies and another 45 minutes in Q&A to tackle real-world challenges. And you missed it. I showed how a single system-generated email can trigger cancellations—and exactly how to fix your cancel flow to stop churn. We...