The challenge
Once you cancel your membership, you still have time until your access to Netflix ends. After our initial efforts to win you back, we don’t really take this time (until the member is fully cancelled) to try and convince them.
The thinking
We hypothesized we could give this audience several reasons to stay with Netflix before their access ended. These messages, in tandem could help convince a member to continue their membership rather than one single intervention at any point.
The results
A 140% improvement in undo cancel rates during the deferred cancel period—from 7% to 16%—$56M in revenue (nearly 4x our projection).
