Dear SaaStr: How Can a SaaS Business Reactivate Churned Customers?
This may sound simple, but the #1 thing you can and should do is create a series of marketing campaigns targeted only to churned customers.
You will get some back, especially if you have a High NPS in general and most of your customers like / love you.
RevenueCat manages 30% of all mobile apps subscriptions, across 10,000+ paid apps. What does it see? 12% of lapsed paying customers … come back later. Most are more B2B2C that B2B, but the point still holds:
So, and I know this is basic, but I see too few startups do this:
#1. Put together a drip-campaign that goes out every 60 days max (not too often), and also invite them to all new product release and similar webinars, and your customer events. That will keep you top enough of mind.
#2. If you can, put together a truly great piece of high value add industry content every 30 days. And also send that to your “lost” and churned customers.
Does the SDR or AE reaching out to see if they can win back your business work? The hit rate is low, but this also works. Just don’t let them turn it into spam. But a human connection here, if it hits the lapsed customer at the right time, can work as well.
Whatever you do, create a dedicated marketing (and if you can sales) effort here.
In the enterprise, it may even be 3–5 years until you get them back. So most importantly, go long. Structure the content, the meetings, the followups to assume it will take time.
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Jason Lemkin, Khareem Sudlow
