About This Project
ScoreSense is a subscription-based product offering all three credit scores and reports after a seven-day free trial. The ask was to re-engage customers who had not interacted with the product for 190 days. Originally, the business requested a "VIP" program specific to these long-standing subscribers by providing a non-wait customer care number.
Strategy
After my initial research, two things were apparent. 1. These customers were largely inactive and were not predisposed to call for credit specialist help. 2. The business did not havee anything substantial to offer these subscribers that was inherintly a part of their subscription benefits.
Approach
I developed a re-engagement journey that was actually extendable to all subscribers. There were three core types of messaging I created. 1. Reminders that things could have changed over the exact number of days since they last viewed their scores and credit history. 2. Show specific changes to credit reporting, negative or positive changes, and missed credit alerts. 3. Promote product features, including support help, credit score calculators, and new blog content specific to items affecting their credit.
Result
Rather than seeing increased cancel rates, we saw increased time on subscription and an increase in revenue. We also saw a continual uptick in engagement, return visits, and app downloads as a result of this journey campaign.