How writing "love letters" reduce membership cancellations
Here's another tip from the "old school".
Which is the same as the new school, if you think about it. The only difference being instead of using stamps and letters there's squeeze pages and emails. Same difference.
Before I share the tip, lemme tell ya where it's from — a book, titled Secrets of Successful Direct Mail, by Dick Benson.
Dick was (and still is?) a direct mail consultant for major publishers like Time, American Heritage, Consumer Reports, Life, Smithsonian, Psychology Today, and several other publications with circulations that sent letters to millions of people.
Basically, this guy knows what's up with "old school" direct response.
Now, for the tip.
In one of the chapters, Dick talks about how he reduced free trial cancellations before the rebill.
Let me break this down:
- Customer signs up for a $1 (or free) 14-day trial
- After 14 days, they either cancel or sign up for a monthly membership ($)
What Dick did to reduce cancellations — and keep more members signed up for the monthly membership ($) — was simple, yet genius. He wrote them a "love letter" halfway through their trial that congratulated them for signing up, thanked them for their time, and highlighted the positive attributes of other members. It's called a Love Letter because it's pure "give" and zero "take". That is, there wasn't a CTA to buy something.
The big idea behind this type of Love Letter was to reinforce the identity of people who signed up. He made them feel special. The end result was a much higher stick rate for the program. Cancellations went down and sales went up.
Pretty nifty, eh?
I surely thinks so.