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Re-engagement Redux: Why Lapsed Subscribers Make the Best Prospects, and How to Bring Them Back

How much would you pay for a list of leads who are demonstrably interested in your service, are proven purchasers, and are familiar with your brand? Hint: You already own that list. (Updated)

Source: Bigstock

Cancellation is a problem that plagues all subscription businesses, with two possible solutions: Gain new customers to replace the lost ones or regain the ones who have left. This column offers ideas and data to help execute the second strategy. It makes sense to target lapsed customers, even over new customers, because these are people who have already demonstrated a willingness to pay for your service. They know what you offer, and they have shown a need for it by subscribin...

 

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Michael Moran Alterio

Michael Moran Alterio is Subscription Insider’s staff writer focused on subscription business trends and research. He is a journalist and data analyst with over 20 years of experience with a keen sense for the story behind the spreadsheet.
More Articles By Michael Moran Alterio

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