Customers+ Data +Marketing 💙

Happy Thursday y'all!

Customers just disappear right, sometimes? They engage with your brand, maybe even convert once, just when you think you got a customer woohoo they suddenly just go radio silent, It is not just a loss of revenue, it’s a missed opportunity to build lasting relationships. 

Let’s talk about customer churn analysis. I’m putting on my marketing analyst hat for this one. We are not just talking about the what and why behind the churn but how to actually use these insights to reduce it. Whether you’re a marketer focused on creative strategies or someone who loves diving into data, this one’s for you. 

1. Understanding Customer Churn 

Customer churn is the percentage of customers who stop using your product or service over time. Simply put you don’t want to stop making money, right? Reducing customer churn (bringing more customers in) will have a huge impact on your business. Customer retention can increase profits by 25-95%. Broad-scale, yes, but the impact and actual percentage vary from one business to another. 

2. How to Analyze? (Put on your analytical hat)

• Track key metrics: The formula is simple (Lost Customers / Total Customers at the Start of the Period) x 100.

• I’ve used Cohort Analysis previously: Cohort Analysis means analyzing how different groups of customers behave over time to identify trends and pinpoint where engagement drops off. 

• CLV (Customer Lifetime Value)- This helps you understand how much each customer contributes to your business–which you can use to understand for better retention efforts. 

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3. Once you have the data (Put on your marketing hat)

• Personalized Follow-Up: Be like Duolingo, Duolingo plays with my heart, and makes me feel guilty for ignoring it. 

• Loyalty Programs: Think of how Sephora keeps customers coming back with points and birthday offers. A little reward can go a long way in keeping customers around.

• Customer Feedback: Gather feedback regularly to identify pain points before they become deal-breakers. This can be as simple as a post-purchase survey.

By combining data analysis with strategic marketing efforts, you can create targeted campaigns that win back customers before they’re gone for good. Predictive models help you identify at-risk customers, while tailored email campaigns can remind them why they fell in love with your brand in the first place.

Want to See Real-Life Data Analysis in Action?

I’m thinking about doing a deep dive into a real dataset to show you how to analyze customer churn from start to finish. This would include breaking down metrics, identifying trends, and creating actionable strategies to reduce churn. If this sounds like something you’d love to see, just click ‘Yes’ on the poll!

YOU MIGHT ALSO LIKE THIS

THIS WEEK ON The Marketing Woman Podcast:

E44: 7 Stages to Keep Customers Engaged from The Marketing Woman Podcast

• The episode explores the customer journey and emphasizes how understanding each stage is crucial for turning visitors into long-term, engaged customers.

• Uses a dating analogy to highlight how showing too much or too little at the wrong time can lead to customer drop-off.

• Breaks down seven stages of the customer journey—awareness, consideration, purchase, retention, advocacy, loyalty, and re-engagement—using real-life examples like Sephora, Amazon, Tesla, and Duolingo.

• Discusses how brands like Sephora leverage loyalty programs to keep customers engaged and how Apple’s seamless checkout process makes purchasing enjoyable.

• Highlights the importance of customer advocacy, using Tesla owners as examples of unpaid brand ambassadors.

• Stresses the value of re-engagement tactics, such as Netflix’s “We miss you” emails or Duolingo’s playful reminders, to bring back customers who have lapsed.

• Overall, it emphasizes that no single stage is more important than another; every interaction counts toward building long-term customer relationships.

Until next time,

Anusha

‘Share your thoughts by replying to this email or comment and get the conversation started!

Anusha Kannan

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