Before Cann partnered with Stay, they didn’t have access to reliable cancellation insights, and any winback efforts they made lacked the backing of hard data.
The Cann team recognized that gaining access to those insights and incorporating retention into their subscription platform could significantly impact their business.
They turned to Stay as a solution that could both prevent churn and create more touchpoints for re-engagement.
After the first month on Stay, they were able to review churn analytics and pinpoint a recurring drop-off point around the third order.
“There was some drop off around the third order, and we wanted to combat that churn and keep people on…”
— Natalie Majich, Lifecycle Marketing Manager
Cann was able to easily set up a free gift with purchase promotion using ExperienceEngine to help combat their churn.
The results? They increased their subscriber base by approximately 75% in six weeks following implementation.
Since then, Cann has worked with Stay to:
- Set up a free gift with purchase to combat their churn
- Optimize their subscriber portal to improve retention
- Designed a curated, subscriber-only ecosystem with exclusive offers and content
- Expanded the flexibility of their delivery options
- Optimized their cancel surveys and created personalized treatments for those reasons
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Speak with our team todayUsing ExperienceEngine to 2x Cann’s retention rate
Reducing churn was the Cann team’s highest priority. They immediately reviewed their churn reporting with the Stay team to identify areas of high churn and discuss options to combat it.
The insights they gleaned from their churn reporting dashboard pushed a strategic shift, and the team developed their first ExperienceEngine promotion to offer subscribers a free can dispenser on their third order.
The idea was to reduce churn by reinforcing value and delivering a moment of delight right before subscribers typically dropped off.
Natalie Majich, Lifecycle Marketing Manager at Cann, was happy to see those initial results roll in, stating, “We looked at the reporting as a team and were excited to iterate on the initial success with similar initiatives.”
Not only did their order three retention more than double, but they sustained 38% more subscribers beyond order four and reduced same-day cancellations by 48%.
That was just the start for the Cann team. They’ve since looked into more ways to acquire and retain subscribers with the help of Stay, such as implementing account extensions and activating Stay’s WinbackEngine to win back lost subscribers.
“We love using Stay! Our CSM, Sophie, is wonderful to work with and provides top-tier support on a daily basis. The platform is easy to use, and the team is always open to product feedback and requests. It’s by far the best subscription platform we have come across on the market!”
— Cann review on Shopify
Creating a well-rounded churn reduction strategy
To effectively reduce churn, Cann needed a well-rounded strategy that utilized both retention and churn-busting features across its subscription management platform.
The Cann team was particularly intrigued by Stay’s subscription management features like frequency change options, winback sequences, failed billing recovery, and customizable cancellation flows.
By activating these features, Cann’s team proactively tackled subscription churn, shifting their strategy from reactive responses to data-driven retention initiatives.
The Cann team was also able to turn their attention to winback efforts. Previously limited to basic discount emails for winback attempts, the team leveraged WinbackEngine to implement sophisticated, multi-touch recovery campaigns.
Armed with detailed cancellation insights from RetentionEngine, they crafted personalized reactivation sequences at strategic 30, 60, and 90-day intervals.
Since adding this well-rounded stack of churn-reducing features to their subscription program, the Cann team has enjoyed 38% higher retention, 48% fewer same-day cancellations, and 75% growth in their subscriber base.
With Stay’s focus on building retention into subscriptions, the Cann team expects this growth to continue for the long run.
Want to see results like Cann Social Tonics? Speak with our team today.
