“Our best-performing channels include paid social, with an emphasis on retargeting website visitors, email marketing to visitors who have registered, and reaching visitors who have abandoned subscription orders.”Īlso important in retaining customers is engagement with subscriber-exclusive tools, such as a visual content library and HBR’s top 50 best-selling articles.
The model is to lead with content and focus on customer and channel data. Visitor engagement with content turns out to be a good indicator of those who are most likely to become subscribers, Levy says.
The company has a very systematic method for customer acquisition, even if the customer journey is itself not systematized-“The journey is not linear, they’re all over the map,” Levy says.
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