Last Friday, we aired Episode 59 of Friday Live, our weekly live stream where we talk about the OTT space, business building, and more. As always, Friday Live was hosted by Intelivideo’s CEO, Matt Given, and Marketing Manager, Ashley Podoll. Given gave an OTT industry news update, Podoll provided SVOD business tips and tricks on re-engaging inactive email subscribers and ended the show with a question of the week from our viewing audience. For all the top highlights, check out our recap below!
5 Reasons the Video Subscription Model is Winning Over Consumers
First, Given covered “5 Reasons the Video Subscription Model is Winning Over Consumers”. Many people today are cutting the cord with their traditional cable and satellite providers and making the switch over to subscription video services. Here are some of top reasons why…
- Convenience: Through streaming services, content is readily accessible, 24 hours a day.
- Cost: Cable companies tack on fees over time and bills can become costly. Streaming services on the other hand are often available for just a few dollars per month.
- Control: Signing up for and canceling streaming services is extremely easy online. Canceling cable services can require lengthy phone calls or an in-store visit.
- Video Library: Streaming services offer users extensive video libraries, with an abundance of diverse content options to choose from.
- Variety of Options: There are so many niche content providers. No matter your interest, there is likely a channel available for you.
Take a look at some of your options available in our recent post, 10 Popular SVOD Channels in Unique Niches.
How Netflix Stock Has Made Long-Term Investors Rich
Given concluded his OTT news update with a quick video from CNBC about Netflix. The video illustrates how far the Netflix has come over time – from a small mom-and-pop DVD service to one of the world’s largest media companies. Although they’ve definitely had their share of hiccups along the way, they’ve come a long way and have made a huge impact in the OTT industry. It will be interesting to see if they will continue to grow or if they’ve finally hit their peak.
Re-Engaging Your Inactive Email Subscribers
While many businesses think the best marketing strategy is to try to reach as many people as possible with their email campaigns, but you’ll actually find it’s much more effective to keep a clean, refined list of interested prospects and subscribers. A healthy email list is vital in order for your email communications to be valuable and successful.
Take a closer look at Podoll’s steps for cleaning up your organization’s email list, re-engaging subscribers that have gone dark and keeping inactive subscribers engaged (when have them back on the hook).
1. Clean Up Your Email List
- Identify Inactive Users: Pick a metric to identify what unengaged users look like; e.g. Who hasn’t engaged in the past 6 months? Or the past 10 emails? These people should be easy to pick out, using your Marketing Automation System (MAS) software.
Want to learn more about utilizing MAS software for your email communications? Check out our “3 Reasons Why SVOD Services Should Automate Marketing Communications” post!
- Move Them to an Inactive List: Create a new list for the bucket of users that do not engage. You want to separate them out, so you ‘re not emailing them with your active subscribers.
2. How to Re-Engage Inactive Subscribers
- Send a Special Email: Send out an email offering up something of value that people want to be a part of. For example, a special promotion, discount, free content, behind-the-scenes access, etc.
- Include an Obvious Unsubscribe Link: There will be people that want to unsubscribe – make it easy for them! You want to have a concentrated email list of people that want to hear from you. Make it easy for users to unsubscribe, so you have an engaging audience to market to.
- Move People Who Respond to Your Active Subscriber List: Send out re-engagement emails to your inactive list, reminding them of your offer and it’s still available to them! Then go ahead and move all who respond to this email back to your active email subscriber list.
- Remove the Remaining Inactive Subscribers: Your list is better without uninterested people! Give them three chances to show interest – 1) Your offer 2) A reminder about your offer and 3) A final chance email about your offer; e.g. “We’re going to remove you from our list if we don’t receive a response in [X] days.” If they don’t opt-in for your offering, it’s time to remove them completely.
3. Stay Re-Engaged
- Use Clear Subject Lines: Don’t be too clever with your subject lines. You don’t want to deceive your customers/prospects into opening your emails.
- Continually Offer Incentives, Promotions & Freebies: Offer different items of value that your subscribers still want.
- Pay Attention to Your Cadence of Emails: Are you sending too few emails? Too many? Sending out emails constantly can exhaust people. Not sending enough emails and people won’t stick with your brand.
- Sending a Newsletter? Be Sure You’re Not Putting in Too Much Promotion: Newsletters should offer up topical subjects and “newsy” topics. People don’t want to be sold to in a newsletter – they signed up for information.
- Survey Your Audience: Not only will people be engaged in taking an interesting survey, but they will also want to open the next email to see what some others answered. The keyword here is “interesting.” Be careful not to do too many surveys and be sure they are the questions you would most like to get answered.
Have any questions about re-engaging your organization’s inactive email subscribers? We’re here to help! Feel free to reach out to us at email@example.com with any questions and/or receive a copy of our slide deck from the show, including all the details for each step.
Questions of the Week
Last but not least, Given and Podoll answered a question of the week from one of our loyal viewers. With the holiday season in full effect, this week’s question was on the festive side!
Q: What is a good recipe for homemade eggnog?
A: Given recommends either going to Costco, buying some eggnog, and throwing some rum in it, OR watch this video for a delicious and easy 3-step recipe. Enjoy!
Thanks for reading this week’s recap of Friday Live! You can watch all of our previous and upcoming episodes of Friday Live at fridaylive.intelivideo.com. Follow us on Facebook, Instagram and Twitter at @Intelivideo and look for the hashtags #FridayLive and #IVLive for questions and comments from the show. Also, please feel free to contact us with any questions, comments or compliments at firstname.lastname@example.org.