LinkedIn Premium Win-Back Campaign

A Win-back is one of the core campaigns of a retention marketer. And, it can be one of the most rewarding and exciting, simply because you are freed from the feeling of loss, and can easily adopt the “we’ve got nothing to lose” approach to concept and execution. You can take risks, you can inspire and motivate to new levels. But sadly, you won’t see a lot of that here.

As a past member of LinkedIn Premium I’ve been getting a few emails from them, and saving them for safe keeping, as we constantly study retention campaigns. Its our passion to be the world leader in retention, so we study best practices as much as we can. Let’s take a look at this campaign to-date, and see what’s working and what’s not.

First Touch

A simple approach to win-back. I see the focus here being on coming back to the feature set, or offering. There is the presence of a discount, and four of the core features of the premium subscription. This is a good general approach, but not very motivating. The subject line used personalization, which was good.

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Second Touch

This is a carbon copy of the first one, which in my book is a big no-no. Generally, we don’t repeat ourselves in conversation, so why would we do that in a campaign? I think this message could change focus. This one was sent two weeks later, almost to the hour.

Third Touch

Now they are getting aggressive! The subject line was demanding, “Tobin – We want you back!” The discount is the main feature on this email, and we’ve reached the bottom so to speak of the value chain. As we talked about in our biggest mistake in SAAS retention article, going to the discount simply brings the conversation and value down to one of money-for-features. It cancels out any sense of belonging, or higher needs the subscription service provides.

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Fourth Touch

This will the wrap point for this review. I’m sure I’ll get more emails as the weeks continue, but It seems there is a repetition to the campaign. This one was on a three week delay exactly from the last email. It seems the timing is getting longer, not sure why. I would think that they would start looking at my daily behavior on the site and start making plays towards the features that I use the most. I sympathize that there might not be the right communication between the logs and the marketing department, but for a core revenue strategy, I would work on getting that connection set up.

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