The identification of the four types of subscribers at high risk of churn allowed Libération's teams to tailor their scenarios (channels, messages, and sending times) to each subscriber segment:
#1 Monthly Payment Subscribers: Based on industry benchmarks and to extend the lifespan of this segment, given their payment frequency, Libération's teams chose to promote the annual subscription through a discount. An email scenario with a monetary incentive is triggered at predefined times, encouraging these subscribers to switch to an annual subscription to save money. Each month, Libération converts over 100 monthly subscribers into annual members, who are then retained for a longer period.
#2 Subscribers Wishing to Cancel: Activating this particular segment occurs through several steps and touchpoints with Libération. The first is at the cancellation form stage, offering the subscriber a reduced rate based on their profile and reasons for cancellation. Then, a pop-up based on the segment retrieved from Actito is displayed at each subscriber's login to encourage them to stay with Libération. This multi-step activation allows Libération to see 5% to 10% of this segment reconsider their decision to cancel.
#3 Subscribers with Payment Incidents: Payment incidents can be due to two main reasons:
An expired credit card
A payment failure
Subscribers experiencing these incidents are at high risk of churn due to the unsuccessful payment operation. Libération's teams activate this segment by pushing messages through the mobile app, urging them to update their payment method or bank details. This activation has also allowed the newspaper to assess the use of different channels by its audience, as this type of in-app notification is viewed by 52% of the subscribers in this segment.
#4 New Subscribers Without Activity: Little activity often equates to a risk of churn, especially in digital press, as it demonstrates a lack of interest in the content offered.
Therefore, Libération activates this segment by introducing them to newsletters they may not be familiar with or exposing them to new and varied content. This action allows the newspaper to benefit from 1500 to 2000 re-engagements per month.
The multichannel nature of the actions carried out by Libération ensures contact with its subscribers at risk of churn at various stages and times. In the same logic, Libération's teams push SMS campaigns through Actito to subscribers who have not reacted to other activation actions. This "extra mile" undoubtedly bears fruit, as 69% of subscribers who receive these SMS update their bank details, systematically increasing their CLV.