Using churn analytics to keep your database active
In the software business, companies spend a considerable amount of time identifying customer churn behaviours by doing churn analysis.
This process allows them to identify customer behaviours that might indicate a waining interests in their product offer.
If you’ve ever received a “we haven’t seen you in a while” email, then you are likely to have been identified as part of a churn group of customers.
To identify a group of churning clients, software companies will look for metrics such as, how long it’s been since you’ve logged in or used their product, whether or not you’re using certain features or if you are actively promoting the benefits of the software via things like a Net Promoter Score.
Using these same principles, we can easily apply them to our online engagement activities to help us promote an active database.
Below are some suggestions on how to use EngagementHQ’s Participant Relationship Manager (PRM) and associated data to garner insights about community behaviour and apply some of these techniques to help keep your database active.
Days Since Last Seen
Using EHQ’s PRM, it’s quick and easy to see a list of people who haven’t been seen for a certain period of time. It’s recommended that you make some decisions about what this alert period should be.
It might be 30 days or 90 days depending on your strategy. By selecting the appropriate date you will be able to filter a list of people who haven’t been seen since that date. Once you have this list, you can then create a group.
You might call this group “Last Seen 90days Q1”. With this group you can then send dedicated email campaigns, using EHQ’s newsletter tool to try and drive repeat activity.
Identifying your community members who failed to activate their accounts is another way to try and activate your database.
This group is a an important group of people as they are potential community members for you to engage with that haven’t yet completed their registration process.
Often this is because they missed their activation email or simply forgot to complete the process.
Simply do a search using the PRM “status” filter for people who are Pending activation. With this list of people you can then create a group called “not activated”.
You can then use this group in your campaign, or setup a seperate campaign to try and re-engage with them.
Least Engaged Participants
Finally, by utilising the demographics report in EngagementHQ you can interrogate your entire database via an excel spreadsheet.
From this list you can apply filters to the aware, informed and engaged columns to identify your most and least engaged participants.
Use this list of people to re-engage with your least engaged participants or you might even want to see who your community influencers are by looking at your most engaged.
Again, both of these lists provide you with very particular groups of people to engage with in order to activate you database.
Using a combination of these analytics and setting yourself up to run regular campaigns you can easily use this information to keep your database active.
Remember, when reactivating your database via email campaigns, you need to ensure you have a catchy call-to-action to grab attention and also ensure you are providing a variety of projects for your community to engage with when they return.
It’s also really important to tell they why you’ve missed them, and how important it is to you that they rejoin the conversation.