How to Re-Engage Churned Users — Caroline Walthall, Quizlet

This episode is shorter than usual and will be featured in RevenueCat’s State of Subscription Apps report.

On the podcast: the power of cancellation surveys, how social proof can re-engage churned users, and why making it easier to cancel might actually boost retention.

Top Takeaways:

📦Deliver personalized value through lifecycle marketing
Reconnect with churned users by personalizing content and recommendations based on their past interactions. Use dynamic segmentation to tailor messages that highlight relevant new features or content. Making users feel understood increases the likelihood of re-engagement.

💵Use targeted discounts wisely
Offer personalized discounts to price-sensitive users, but do so strategically to avoid hurting long-term revenue. Consider tiered discounts based on subscription history or engagement level. Avoid blanket discounts to prevent users from gaming the system.

🤔Provide flexible subscription options
Increase retention by offering flexible plans, such as shorter durations or the ability to pause subscriptions during off-seasons. This builds trust and reduces churn from users who only need the app occasionally. Flexibility makes users feel more in control and more likely to return.

About Caroline Walthall:

📈 Director of Product & Lifecycle Marketing at Quizlet, driving user retention, re-engagement, and subscription growth.

🔄 Caroline focuses on understanding churn behavior, leveraging social proof, and designing win-back strategies that keep users engaged.

💡 "You need to sort of win back and give them reasons to believe that you are invested and that you have enough ways to help them that maybe they haven’t tapped into before."

👋 Connect with Caroline on LinkedIn!

Resources:

• Quizlet

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