It’s the beginning of a beautiful friendship when a new user subscribes to your Subscription Video On Demand (SVOD) service. That may sound silly but it’s crucial to nurture these relationships to be everlasting. A key way to accomplish this is by sending relevant, automated email campaigns to your audience.
Before we dive into the email campaigns SVOD services should automate, it’s important to note the tool you’ll need to deliver these communications. SVOD businesses need a customer relationship management (CRM) system integrated with their streaming platform to house all of their contacts in. It’s also critical the CRM system includes a marketing automation software (MAS) feature for sending automated email campaigns based on a user’s lifecycle stage.
3 Email Campaigns to Automate for SVOD Services
The lifecycle stage of a user will determine the specific email campaign to serve them. Whether you’re communicating to a lead, free trial-er, paying subscriber or a canceled subscriber, an integrated CRM system with your video streaming platform will trigger the right campaign to them.
The Intelivideo streaming platform currently integrates with Hubspot, MailChimp, ActiveCampaign, Emma, Ontraport and Pardot by Salesforce. This allows clients on our platform to use one of those to automatically send pertinent email communications to their subscribers based on their lifecycle stages (e.g. lead, free trial-er, active subscriber and canceled subscriber). Reach out to email@example.com to learn more about integrating a CRM system with your SVOD offering.
Automated email campaigns will not only make your job easier but can also help boost retention. Each campaign we’ll go through can build everlasting relationships with your customers from the very beginning.
1. Lead Nurture
You won the first battle and collected a contact that’s interested in your SVOD service! Now what? If you’re letting contacts like these sit in your CRM, then you’re missing out on a huge selling opportunity. Don’t let these leads pass you by! Set up an automated lead nurture campaign to try and convert them.
Serving an email campaign to your leads can help keep your SVOD service at the top of their mind and there’s a higher chance for them to subscribe to your offering when you show the value it can add to their lifestyle.
What to Include in a Lead Nurture Email Campaign:
- 3 to 5 emails
- Educate your leads on the value of your streaming service and what they’ll gain from subscribing
- Include a call-to-action to subscribe to your SVOD service
- Set a reasonable buffer time between each email so you’re not bombarding these leads
- Offer an exclusive deal when they sign up and/or a free video
Pro Tip #1: Embed a sign-up form on your SVOD website to collect leads and serve them your automated lead nurture campaign.
2. Free Trial
Typically, SVOD services offer a free trial for subscribers to test out the content and service. This is a crucial time to nurture these new users because they’re not paying subscribers yet. To help boost conversion, create an automated email campaign to send during a user’s free trial period.
What to Include in a Free Trial Email Campaign:
- 3 to 4 emails (NOTE: The amount of emails to include in this campaign depends on the duration of your free trial period. Choose a quantity that works with your brand and message points.)
- Trigger off the first email right after a user signs up for a free trial
- Educate on the technical components of your SVOD service (e.g. where to access videos and website/app features)
- Suggest the best videos to start with
- Provide a support contact they can reach out to with any questions
- Trigger off the final email on the last day of their free trial period
Cancelations are inevitable. That’s why it’s important for SVOD businesses to use churn as an opportunity to learn and win back subscribers. Instead of getting discouraged, take action and trigger an automated email campaign when a user cancels their subscription.
What to Include in a Cancelation Email Campaign:
- 3 to 4 emails
- Short survey to learn why a user canceled
- Special promotion to win back canceled subscribers
Pro Tip #2: Keep in mind that it’s okay if canceled subscribers don’t convert back after completing your cancelation email campaign. In the future, reach out to them with exclusive deals you’re running and keep them updated on any notable changes with your SVOD service. There’s always a chance they may subscribe again when the right offer or message is communicated to them.
Build Relationships with Your Subscribers
In conclusion, it’s all about communication. It’s extremely important to communicate to contacts as soon as you collect them and not ignore them. All of your leads, free trial-ers, paying subscribers and canceled subscribers play a vital role in helping your SVOD business grow. Take it from us and use each of these email campaigns to nurture your relationships to be everlasting!