Скачать или смотреть What is propensity modeling, and why is it so important for marketing success?

The key to improving your subscription and retention rates is to understand how likely each customer is to churn or renew.

Here's what I mean:

◾ If a user is 60-80% likely to churn, then sending them a reactivation campaign is likely to make a difference in whether or not they churn

◾ However, if a user is over 90% likely to churn, sending them a reactivation campaign is probably a waste of time.

If a user is only 20-40% likely to churn, it's not worth sending them a reactivation campaign. You'd be better off sending them helpful content that shows them more of the breadth that your product offers.


Similarly,

◾ If a user is 60-80% likely to subscribe, sending them a discount, free trial, etc. is probably going to make a difference in whether or not they convert.

◾ But if a user is already over 90% likely to subscribe, sending them a discount or incentive just means giving away some of your margin to a user who was likely going to convert anyway.

...and again, if a user is only 20-40% likely to subscribe, it's not worth sending them a discount or incentive. You'd be better off sending them a product discovery message or one with helpful content instead.

This is is why understanding user propensity — not just knowing what a user has done, but knowing what they're likely going to do next — is so valuable — because any two "similar" customers may have very different propensities, so you should treat them differently to maximize your results.

That's why we made setting propensity triggers easy in Aampe.

So, how do you speak to your customers where they are?

For a deeper dive on propensities, check out our blog here: https://www.aampe.com/blog/what-is-pr...

I also recorded a full masterclass with PhD Anthropologist and Data Scientist, Schaun Wheeler, which you can find here:    • Masterclass: How to effectively use propen...