Failed payments recovery efforts in Churn Buster happen automatically and behind-the-scenes. With Churn Buster, you are likely experiencing that most of your recovery efforts don’t require any effort on your part at all! 

But what about when customers can't be reached via email? With these at-risk customers, you can take a proactive approach to recover their billing information.

What are at-risk campaigns?

A campaign is flagged as “at-risk” in Churn Buster when either:

  1. a campaign email bounces OR
  2. three unopened campaign emails have been sent to a customer

"At risk" customers are characterized by either your inability to reach them or their unwillingness to respond to your recovery efforts. Underlying reasons may include:

  • customer gave you a misspelled email address
  • customer gave you secondary/unchecked/junk email address (more common in B2C)
  • customer's email address has changed, resulting in delivery failure
  • other deliverability issues
  • your billing contact has left the company (particularly relevant in B2B)
  • customer is on vacation/sick/offline
  • customer is no longer interested in your product/service

You can quickly and easily pull up your list of at-risk campaigns by clicking the “At-Risk” button on your Dashboard and Customers page.

  • Note: If you don’t have any at-risk campaigns at the moment, this button is not visible.

Simple solution: fix the customer’s email address

Sometimes the solution to an at-risk campaign is simple, and has nothing to do with that customer’s love for your product.

For example, if a customer mistakenly signed up with a bad email, it's sad but true: none of your campaign emails will get to their inbox. If uncorrected, this customer will involuntarily churn and unknowingly lose access to their subscription. You can’t email your customer if you don’t have the right email address.

The fix may be as easy as correcting the customer’s email address.

Review your at-risk campaign list and look for obviously errant email addresses. 

If you see any bad email addresses, update them in your subscription management system and the next campaign email will be sent to the new address. Alternatively, you can stop the campaign, retry the payment in your payment processor, and—if that payment fails—a fresh campaign will start.

Voilà! You're back on track with your retention efforts for that customer.

Look for patterns

Regularly reviewing your at-risk list can give you insights into factors that help automate a solution.

For example, seeing an alarmingly unresponsive at-risk group may lead you to reevaluate the experience where customers sign up. 

  • Are customers giving you bogus email addresses in order to receive an opt-in offer? In this case, would it be more beneficial for you to have a double opt-in process?
  • Is a free trial process boosting your new sign-ups in a way that doesn't lead to long-term retention? 

Proactive outreach

Other times when a customer isn’t responding to a campaign, a proactive outreach may be just the thing to get the subscription rolling again. 

Your support team can get creative in finding ways to reach the customer. Perhaps doing some research to locate the customer on LinkedIn, Twitter, or another public profile can give you additional methods to reach them. A direct message addressed personally to the customer can be the impetus for retention.

Remember to make it easy for the customer to update their card information. A fantastic option for this is to send them a link directly to their capture page.

Create an escalation process in Churn Buster

Churn Buster makes it easy to develop a powerful escalation process to get your support team involved with at-risk campaigns. Through Churn Buster’s integrations, you can create alerts to notify your team at different stages of the recovery process.

  • Integrations are available with Grow, Optimize, and ReCharge accounts.

These alerts could look like:

  • a notification email sent to your support team inbox
  • a Slack alert sent to a dedicated Slack channel
  • a ticket created in your help desk software 
  • an SMS/call alert 

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