Aria – Using email marketing for subscription businesses
Businesses are increasingly shifting services to subscription-based payment models, as these pricing plans can offer benefits to customers while providing a tremendous source of recurring revenue for companies. However, switching over to a new business model takes more than simply implementing a subscription billing system. Getting the word out to your customer base is important – let them know just how this will work and how this can benefit them. Here are some email marketing tips for subscription business models that could help your company make an effective migration.
Comprehensive marketing efforts
According to eMarketing and Commerce, traditional time-based subscription models, such as weekly or monthly, are popular among consumers due to the cost savings that they could receive. Additionally, subscribers value being exposed to new products, as well as the element of surprise that comes with each delivery. To take advantage of these facets of consumer behavior, the news source suggests employing a comprehensive pre- and post-product delivery email campaign.
Before an upcoming shipment of products, for example, companies could email their subscribers about a topic related to the goods received. This helps build anticipation while providing more incentive for a customer to continue subscribing, due to the tremendous value added in information. After the delivery, a followup email could drive subscribers to a social media site to share their experiences, creating a community of engaged users.
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