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According to PYMNTS Intelligence research, maintaining a light touch is essential to retaining the loyalty of your best retail subscription customers.
Look at the numbers
Report 2023 “Subscription Commerce Readiness Report: Loyalty Elements”,The PYMNTS Intelligence and Sticky.io collaboration is based on a census-based survey of more than 2,000 U.S. consumers, providing deeper insight into the current state and outlook of subscription commerce businesses. Masu.
The study identifies loyalists as the top 30% of retail subscribers who generate 79% of total revenue across the retail subscription space. The report found that the most common problem cited by these high-value customers as the top reason for canceling their retail subscriptions was when a particular merchant bombarded them with excessive promotional materials. I did.
Data in context
When customers are exposed to excessive promotions, the perceived value of the subscription service and the products it provides can be diminished. Loyal customers who subscribe for quality and convenience may feel that focusing on promotions undermines the value proposition they subscribed to in the first place.
Additionally, in a conversation with PYMNTS’ Karen Webster last year, sticky.io CEO Brian Bogosian said that too many emails can annoy subscribers.
“Say it in a convincing and concise way so that I understand what the message you are conveying is, so I can understand and appreciate it.” It took me 15 seconds,” he said.
Additionally, too much promotional material can overwhelm your customers. Instead of being excited about new offers, customers may feel burdened by the constant barrage of messages and may leave the service or unsubscribe to escape the overload. Additionally, the user experience becomes cluttered, making it difficult for customers to find relevant information and effectively navigate the subscription platform. After all, even the most loyal consumers can be pushed to their limits.
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