Reduce Activity Churn

Most SaaS companies focus on regular churn (i.e. the number of users that cancel their account each month).

While reducing regular churn is important, what’s arguably more important is identifying activity churn: the number of users that became inactive each month.

Typically customers gradually stop using products, from using it every morning to every week to once a month … At some point down the road you’ll remember you’re paying for something you don’t need and don’t use, and then you ‘churn’, even though the decision was made months ago.

A good way to tackle this path to churn is to send reengagement emails to inactive users. (examples below 👇)