According to PYMNTS Intelligence research, maintaining a light touch is essential to retaining the loyalty of your best retail subscription customers.
Look at the numbers
Report 2023 “Subscription Commerce Readiness Report: Loyalty Elements”,PYMNTS Intelligence and Sticky.io collaboration is based on a census-based survey of over 2,000 U.S. consumers and provides deeper insight into the current state and outlook of the subscription commerce business .
The study identifies loyalists as the top 30% of retail subscribers who generate 79% of total revenue across the retail subscription space. The report found that the most common problem cited by these high-value customers as the top reason for canceling their retail subscriptions was when a particular retailer bombarded them with excessive promotional materials. I did.
Data in context
When customers are exposed to excessive promotions, the perceived value of the subscription service and the products it provides can be diminished. Loyal customers who subscribed for quality and convenience may feel that focusing on promotions undermines the value proposition they signed up for in the first place.
Additionally, in a conversation with PYMNTS' Karen Webster last year, sticky.io CEO Brian Bogosian said that too many emails can be overwhelming for subscribers.
“Please tell me what your message is in a convincing and concise way so that I understand and appreciate it. So…it took me 15 seconds,” he said.
Additionally, too much promotional material can overwhelm your customers. Instead of being excited about new offers, customers may feel burdened by the constant barrage of messages and may leave the service or unsubscribe to escape the overload. Additionally, it clutters the user experience, making it difficult for customers to find relevant information and effectively navigate the subscription platform. After all, even the most loyal consumers can be pushed to their limits.
