Jessy Hanley (Director of US Marketing at Intuit - TurboTax, QuickBooks, and Mint) has led marketing and retention roles at Uber and Wag, and she's now leading similar efforts at a multi-billion-dollar global brand.
Regarding messaging for different segments, start with a "one size fits all" approach and see how each segment behaves. Look for outlier segments that are not responding well and create a strategy to address these particular segments.
To deal with how segments evolve, never "set and forget" anything. Always have filters that allow you to see how each individual segment is performing for new initiatives (promotions, new features, etc.).
If at all possible, use ML to attribute users to segments. If not, use progressive profiling where you ask 1 question every session (to not create too much friction).
The GREAT lifecycle approach:
- Greet (welcome, value props)
- Ramp (help overcome barriers to entry)
- Evolve (expand understanding)
- Amplify (deepen relationship)
- Treasure (make feel valued)
Take each of these milestones and understand the average and median amount of time it takes for each milestone. That's how you know when to push them to the next thing, but in the meantime you focus your energy on getting them to understand the phase they are in.
Your happy path is the path you ideally would have every single customers move through the lifecycle. Look at the users that are doing things successfully and use that to get people to the next action.
Give people back their data in context. The most successful retention campaigns have that concept. Example: "you took X number of trips this month, that's X% more than usual and Y% more than before other customers".
You can win back customers much less expensively than you can acquire news customers. However make sure you do not drop them back in the same experience they dropped out off. Address the reasons of why they churned.
It costs about 25% less to bring back someone (when you are thoughtful) vs. getting new ones. Target them specifically (can be with incentives), test messages first with your own channels (push, email, SMS) and then use that for your paid (re)acquisition.
Look at which customers have made purchases and how discounted these purchases where so you can establish if they have low discount sensitivity vs. high discount sensitivity and assign discounts accordingly.
Regarding messaging for different segments, start with a "one size fits all" approach and see how each segment behaves. Look for outlier segments that are not responding well and create a strategy to address these particular segments.
To deal with how segments evolve, never "set and forget" anything. Always have filters that allow you to see how each individual segment is performing for new initiatives (promotions, new features, etc.).
If at all possible, use ML to attribute users to segments. If not, use progressive profiling where you ask 1 question every session (to not create too much friction).
The GREAT lifecycle approach:
- Greet (welcome, value props)
- Ramp (help overcome barriers to entry)
- Evolve (expand understanding)
- Amplify (deepen relationship)
- Treasure (make feel valued)
Take each of these milestones and understand the average and median amount of time it takes for each milestone. That's how you know when to push them to the next thing, but in the meantime you focus your energy on getting them to understand the phase they are in.
Your happy path is the path you ideally would have every single customers move through the lifecycle. Look at the users that are doing things successfully and use that to get people to the next action.
Give people back their data in context. The most successful retention campaigns have that concept. Example: "you took X number of trips this month, that's X% more than usual and Y% more than before other customers".
You can win back customers much less expensively than you can acquire news customers. However make sure you do not drop them back in the same experience they dropped out off. Address the reasons of why they churned.
It costs about 25% less to bring back someone (when you are thoughtful) vs. getting new ones. Target them specifically (can be with incentives), test messages first with your own channels (push, email, SMS) and then use that for your paid (re)acquisition.
Look at which customers have made purchases and how discounted these purchases where so you can establish if they have low discount sensitivity vs. high discount sensitivity and assign discounts accordingly.
Regarding messaging for different segments, start with a "one size fits all" approach and see how each segment behaves. Look for outlier segments that are not responding well and create a strategy to address these particular segments.
To deal with how segments evolve, never "set and forget" anything. Always have filters that allow you to see how each individual segment is performing for new initiatives (promotions, new features, etc.).
If at all possible, use ML to attribute users to segments. If not, use progressive profiling where you ask 1 question every session (to not create too much friction).
The GREAT lifecycle approach:
- Greet (welcome, value props)
- Ramp (help overcome barriers to entry)
- Evolve (expand understanding)
- Amplify (deepen relationship)
- Treasure (make feel valued)
Take each of these milestones and understand the average and median amount of time it takes for each milestone. That's how you know when to push them to the next thing, but in the meantime you focus your energy on getting them to understand the phase they are in.
Your happy path is the path you ideally would have every single customers move through the lifecycle. Look at the users that are doing things successfully and use that to get people to the next action.
Give people back their data in context. The most successful retention campaigns have that concept. Example: "you took X number of trips this month, that's X% more than usual and Y% more than before other customers".
You can win back customers much less expensively than you can acquire news customers. However make sure you do not drop them back in the same experience they dropped out off. Address the reasons of why they churned.
It costs about 25% less to bring back someone (when you are thoughtful) vs. getting new ones. Target them specifically (can be with incentives), test messages first with your own channels (push, email, SMS) and then use that for your paid (re)acquisition.
Look at which customers have made purchases and how discounted these purchases where so you can establish if they have low discount sensitivity vs. high discount sensitivity and assign discounts accordingly.
Notes for this resource are currently being transferred and will be available soon.
Jessy was previously at Wag and Uber.
It's about thinking about the entire customer journey and making everyone feel responsible and accountable for retention. Product, customer support, community, marketing, etc. have to be involved.
Your money goes so much further if you're looking at the entire journey.
Thinking about retention as a relationship: how do you deepen people's relationship with you over time. Which activities do you want them to do to move them through the customer journey.
There is not 1 user journey, only individualized journeys. However start with 1 path and then iterate to get to the point where you have a 1:1 relationship with users.
Depends on the organization because if you already have early adopters then they will have higher retention rates vs. new users your acquire. You should be striving to always improve your retention but you also need to make sure you keep retention high for your tenured customers.
Try to stick around about 6 main segments. But it doesn't mean you have to make 6 versions of everything because several segments might behave the same way.
[💎@10:35] Never "set and forget" anything. Always have filters that allow you to see how each individual segment is performing for new initiatives (promotions, new features, etc.).
[💎@12:05] If at all possible, use ML to attribute users to segments. If not, use progressive profiling where you ask 1 question every session (to not create too much friction).
When you are dealing with retention, the customer's retention and time is your budget. How do you want to spend that?
You have to think about where someone is in the lifecycle journey.
Great place to start but it's the next level that really helps you.
[💎@15:15] The GREAT lifecycle approach:
[💎@16:52] Take each of these milestones and understand the average and median amount of time it takes for each milestone. That's how you know when to push them to the next thing, but in the meantime you focus your energy on getting them to understand the phase they are in.
Churn happens through every single step of the lifecycle.
You can consider there are "heart metrics" and "head metrics".
[💎@20:02] Your happy path is the path you ideally would have every single customers move through the lifecycle:
The unhappy path: for users that are not taking that happy path, you educate further on the activities of the stage they are at. If this doesn't work, you can offboard them to another product (e.g. Uber → Uber Eats).
Magnetic brands are 4.5 times more likely to make people more happy when they hear about it. 94% of magnetic brands get word of mouth marketing.
There is a lot you can do to become a magnetic brand. It's about making everyone you are communicating with feel like you are on their side of the table. I'm here to help you get the most of the product, enjoying the experience, etc.
[💎@26:57] Give people back their data in context. The most successful retention campaigns have that concept. Example: "you took X number of trips this month, that's X% more than usual and Y% more than before other customers". It's giving something back and using the information that you have to give it a personalized feeling.
Google does something like that with Nest.
Once you already have people that had already shown interest, it gets harder to acquire new users.
[💎@31:12] You can win back customers much less expensively than you can acquire news customers. However make sure you do not drop them back in the same experience they dropped out off. Address the reasons of why they churned.
[💎@32:05] It costs about 25% less to bring back someone (when you are thoughtful) vs. getting new ones. Target them specifically (can be with incentives), test messages first with your own channels (push, email, SMS) and then use that for your paid (re)acquisition.
[💎@33:47] Look at which customers have made purchases and how discounted these purchases where so you can establish if they have low discount sensitivity vs. high discount sensitivity and assign discounts accordingly.
Always monitor to see if you are getting diminishing returns from your segments.
[💎@38:54] It is not just about dollars spent: sometimes it is actions and depth of relationship.
It helps users feel like it is personalized.
Jessy was previously at Wag and Uber.
It's about thinking about the entire customer journey and making everyone feel responsible and accountable for retention. Product, customer support, community, marketing, etc. have to be involved.
Your money goes so much further if you're looking at the entire journey.
Thinking about retention as a relationship: how do you deepen people's relationship with you over time. Which activities do you want them to do to move them through the customer journey.
There is not 1 user journey, only individualized journeys. However start with 1 path and then iterate to get to the point where you have a 1:1 relationship with users.
Depends on the organization because if you already have early adopters then they will have higher retention rates vs. new users your acquire. You should be striving to always improve your retention but you also need to make sure you keep retention high for your tenured customers.
Try to stick around about 6 main segments. But it doesn't mean you have to make 6 versions of everything because several segments might behave the same way.
[💎@10:35] Never "set and forget" anything. Always have filters that allow you to see how each individual segment is performing for new initiatives (promotions, new features, etc.).
[💎@12:05] If at all possible, use ML to attribute users to segments. If not, use progressive profiling where you ask 1 question every session (to not create too much friction).
When you are dealing with retention, the customer's retention and time is your budget. How do you want to spend that?
You have to think about where someone is in the lifecycle journey.
Great place to start but it's the next level that really helps you.
[💎@15:15] The GREAT lifecycle approach:
[💎@16:52] Take each of these milestones and understand the average and median amount of time it takes for each milestone. That's how you know when to push them to the next thing, but in the meantime you focus your energy on getting them to understand the phase they are in.
Churn happens through every single step of the lifecycle.
You can consider there are "heart metrics" and "head metrics".
[💎@20:02] Your happy path is the path you ideally would have every single customers move through the lifecycle:
The unhappy path: for users that are not taking that happy path, you educate further on the activities of the stage they are at. If this doesn't work, you can offboard them to another product (e.g. Uber → Uber Eats).
Magnetic brands are 4.5 times more likely to make people more happy when they hear about it. 94% of magnetic brands get word of mouth marketing.
There is a lot you can do to become a magnetic brand. It's about making everyone you are communicating with feel like you are on their side of the table. I'm here to help you get the most of the product, enjoying the experience, etc.
[💎@26:57] Give people back their data in context. The most successful retention campaigns have that concept. Example: "you took X number of trips this month, that's X% more than usual and Y% more than before other customers". It's giving something back and using the information that you have to give it a personalized feeling.
Google does something like that with Nest.
Once you already have people that had already shown interest, it gets harder to acquire new users.
[💎@31:12] You can win back customers much less expensively than you can acquire news customers. However make sure you do not drop them back in the same experience they dropped out off. Address the reasons of why they churned.
[💎@32:05] It costs about 25% less to bring back someone (when you are thoughtful) vs. getting new ones. Target them specifically (can be with incentives), test messages first with your own channels (push, email, SMS) and then use that for your paid (re)acquisition.
[💎@33:47] Look at which customers have made purchases and how discounted these purchases where so you can establish if they have low discount sensitivity vs. high discount sensitivity and assign discounts accordingly.
Always monitor to see if you are getting diminishing returns from your segments.
[💎@38:54] It is not just about dollars spent: sometimes it is actions and depth of relationship.
It helps users feel like it is personalized.
Jessy was previously at Wag and Uber.
It's about thinking about the entire customer journey and making everyone feel responsible and accountable for retention. Product, customer support, community, marketing, etc. have to be involved.
Your money goes so much further if you're looking at the entire journey.
Thinking about retention as a relationship: how do you deepen people's relationship with you over time. Which activities do you want them to do to move them through the customer journey.
There is not 1 user journey, only individualized journeys. However start with 1 path and then iterate to get to the point where you have a 1:1 relationship with users.
Depends on the organization because if you already have early adopters then they will have higher retention rates vs. new users your acquire. You should be striving to always improve your retention but you also need to make sure you keep retention high for your tenured customers.
Try to stick around about 6 main segments. But it doesn't mean you have to make 6 versions of everything because several segments might behave the same way.
[💎@10:35] Never "set and forget" anything. Always have filters that allow you to see how each individual segment is performing for new initiatives (promotions, new features, etc.).
[💎@12:05] If at all possible, use ML to attribute users to segments. If not, use progressive profiling where you ask 1 question every session (to not create too much friction).
When you are dealing with retention, the customer's retention and time is your budget. How do you want to spend that?
You have to think about where someone is in the lifecycle journey.
Great place to start but it's the next level that really helps you.
[💎@15:15] The GREAT lifecycle approach:
[💎@16:52] Take each of these milestones and understand the average and median amount of time it takes for each milestone. That's how you know when to push them to the next thing, but in the meantime you focus your energy on getting them to understand the phase they are in.
Churn happens through every single step of the lifecycle.
You can consider there are "heart metrics" and "head metrics".
[💎@20:02] Your happy path is the path you ideally would have every single customers move through the lifecycle:
The unhappy path: for users that are not taking that happy path, you educate further on the activities of the stage they are at. If this doesn't work, you can offboard them to another product (e.g. Uber → Uber Eats).
Magnetic brands are 4.5 times more likely to make people more happy when they hear about it. 94% of magnetic brands get word of mouth marketing.
There is a lot you can do to become a magnetic brand. It's about making everyone you are communicating with feel like you are on their side of the table. I'm here to help you get the most of the product, enjoying the experience, etc.
[💎@26:57] Give people back their data in context. The most successful retention campaigns have that concept. Example: "you took X number of trips this month, that's X% more than usual and Y% more than before other customers". It's giving something back and using the information that you have to give it a personalized feeling.
Google does something like that with Nest.
Once you already have people that had already shown interest, it gets harder to acquire new users.
[💎@31:12] You can win back customers much less expensively than you can acquire news customers. However make sure you do not drop them back in the same experience they dropped out off. Address the reasons of why they churned.
[💎@32:05] It costs about 25% less to bring back someone (when you are thoughtful) vs. getting new ones. Target them specifically (can be with incentives), test messages first with your own channels (push, email, SMS) and then use that for your paid (re)acquisition.
[💎@33:47] Look at which customers have made purchases and how discounted these purchases where so you can establish if they have low discount sensitivity vs. high discount sensitivity and assign discounts accordingly.
Always monitor to see if you are getting diminishing returns from your segments.
[💎@38:54] It is not just about dollars spent: sometimes it is actions and depth of relationship.
It helps users feel like it is personalized.
