Sirius Subscriber Reactivation Plan
I decided to cancel my Sirius Satellite Radio subscription. I was a subscriber for about three years and enjoyed the service however as of late, my Sirius radio device (not built into my car) began acting up with a lot of static. Although this was completely related to the device itself since it was not hard wired to my car, I began to get annoyed and decided to cancel my subscription. That wasn’t the only deciding factor as my commute to and from work is roughly 50 minutes, 25 minutes each way and didn’t really see the added value outside of the commercial free listening. Other than driving to and from work, my commutes typically do not rely on me being in my car for more than half an hour and while traveling I am usually on the phone or listening to my ipod so ending the relationship with Sirius wasn’t all that difficult to make.
I called into Sirius and canceled my subscription even after they tried to get me to stay with two or three different offers. I was later sent a follow up survey to share my experience which I participated in, giving them good ratings as I truly do enjoy their service, especially now after being in the car with commercial after commercial on the radio but that’s besides my point.
Since my cancellation, I have received two reactivation emails (about two weeks apart) which I have to give props to Sirius for being on the ball and trying to reactivate their customers. The reactivation emails had the same call to action but different creative and subject lines. In addition to what Sirius is already doing, I feel they can go one or two steps further with the following variables to try to reactivate their subscribers:
• Different offers/calls to action
• Time sensitive offers (sign back up today and get….)
• Personalization (after being a subscriber for 3 years listening in my car and while at work, shouldn’t they know what stations (web streaming requires login) I listened to and target me that way?
• The ability to re-sign up via the web or start the reactivation process there (currently only able to call in)
• Click through calls to action on the emails so Sirius can track what I may be interested in in regards to my clicks with their next reactivation offer
All in all, Sirius has a good strategy in place in regards to immediately touching recent subscribers to try and get them to convert back to paying subscribers. Unfortunately in my case, the offer doesn’t persuade me enough to go back even though I was a content subscriber.
Posted by MindComet on Jan. 13, 2009