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   Help! I know my churn is a problem. Now what? 🥲
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   Here's where to start.
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                  Hey, it's Andrea here!
                  <br/>
                  <br/>
                  How are you guys lately? 👀
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                  I've been enjoying the sweltering Texas summer by playing Britpop 24/7 (still salty I didn't get Oasis tickets tbh) and eating some watermelon with Tajin.
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                  I hope that you're all managing to find little pockets of joy in this summer too.
                 </p>
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                 <p style="mso-line-height-rule:exactly; line-height:175%; font-weight:bold">
                  <span style="font-weight: normal;">
                   Today, I have a part 2 to our newsletter last month on
                   <span style="font-weight: bold;">
                    churn
                   </span>
                   .
                  </span>
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%; font-weight:bold">
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%; font-weight:bold">
                  <span style="font-weight: normal;">
                   This addendum was actually inspired by a sales call that our Head of Growth was on recently, where our customer asked:
                   <br/>
                   <br/>
                   "I see my churn and I know it is a problem. I started tracking
                   <a data-hs-link-id="0" data-hs-link-id-v2="ZSB9Rdv/" rel="noopener" style="color:#00a4bd; font-weight:normal" target="_blank">
                    cancellation reasons
                   </a>
                   in Baremetrics.
                   <span style="font-weight: bold;">
                   </span>
                   <span style="font-weight: bold;">
                    Now what?"
                   </span>
                  </span>
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                  <span style="font-weight: normal;">
                   <span style="font-weight: normal;">
                    Grab your caffeinated beverage of choice and let's get into the "Now what".
                   </span>
                  </span>
                 </p>
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                 </p>
                 <p align="center" style="mso-line-height-rule:exactly; line-height:175%; text-align:center">
                  <em>
                   Was this email forwarded to you?
                  </em>
                 </p>
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                      Subscribe Here
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                 <p style="mso-line-height-rule:exactly; line-height:175%">
                  The short answer is *spoiler alert* to
                  <span style="font-weight: bold;">
                   segment your customers by cohorts.
                  </span>
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                  But first, let's zoom out a bit.
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                  As this customer so astutely identified, one of the biggest challenges with reducing your churn is
                  <em>
                   figuring out where to start.
                  </em>
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                  When you want to reduce churn, there are 2 questions you'll need to answer:
                 </p>
                 <ol style="mso-line-height-rule:exactly; line-height:175%">
                  <li>
                   Which customers are churning?
                  </li>
                  <li>
                   Why are they churning?
                  </li>
                 </ol>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                  This customer already has our cancellation insights feature enabled, so they are already collecting data around the reasons
                  <em>
                   why
                  </em>
                  their customers are churning.
                  <br/>
                  <br/>
                  Now they just need to focus on finding out more about
                  <em>
                   which
                  </em>
                  customers are churning.
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                  And how do you do that?
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                  You segment your churned customers by cohort.
                  <br/>
                  <br/>
                  Let's dive into what that means.
                 </p>
                </div>
               </div>
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                    <!--[if mso]>
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              <td class="hs_padded" style="font-family:Lato, Tahoma, sans-serif; font-size:15px; color:#23496d; word-break:break-word; padding:10px 20px">
               <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" data-hs-cos-general-type="widget" data-hs-cos-type="module" id="hs_cos_wrapper_module_174849605155216" style="color: inherit; font-size: inherit; line-height: inherit;">
                <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_rich_text" data-hs-cos-general-type="widget" data-hs-cos-type="rich_text" id="hs_cos_wrapper_module_174849605155216_" style="color: inherit; font-size: inherit; line-height: inherit;">
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                  Remember in school when teachers would tell you to bite-size your big projects into smaller tasks?
                  <br/>
                  <br/>
                  They would suggest doing this to avoid pulling an all-nighter the day before a big essay or project was due and instead do it step-by-step, so it wasn't as overwhelming.
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                  <span style="font-weight: bold;">
                   Segmenting your churned customers by cohorts
                  </span>
                  is the exact same idea.
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                  It is breaking down your customers into smaller groups of data, such as by subscription plan or when they signed up.
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                  This way you can easily spot patterns and take actionable insights from it.
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                  Two good cohorts to start with are
                  <span style="font-weight: bold;">
                   plan level
                  </span>
                  and
                  <span style="font-weight: bold;">
                   subscription date
                  </span>
                  .
                  <br/>
                  <br/>
                  So let's go step by step into how you can do that in Baremetrics.
                 </p>
                </div>
               </div>
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                    </p>
                    <!--[if mso]>
        <table role="none" align="center" border="0" cellpadding="0" cellspacing="0" style="font-size:1px;border-top:2px solid #6078ff;width:280px;">
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            <td style="height:0;line-height:0">&nbsp;</td>
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        </table>
      <![endif]-->
                   </td>
                  </tr>
                 </tbody>
                </table>
               </div>
              </td>
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            </tbody>
           </table>
           <table cellpadding="0" cellspacing="0" class="" role="presentation" style="" width="100%">
            <tbody>
             <tr>
              <td class="hs_padded" style="font-family:Lato, Tahoma, sans-serif; font-size:15px; color:#23496d; word-break:break-word; padding:10px 20px">
               <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" data-hs-cos-general-type="widget" data-hs-cos-type="module" id="hs_cos_wrapper_module_17508932602894" style="color: inherit; font-size: inherit; line-height: inherit;">
                <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_rich_text" data-hs-cos-general-type="widget" data-hs-cos-type="rich_text" id="hs_cos_wrapper_module_17508932602894_" style="color: inherit; font-size: inherit; line-height: inherit;">
                 <h2 style="margin:0; mso-line-height-rule:exactly; line-height:175%; font-size:22px">
                  How to analyze churn by plan in Baremetrics
                 </h2>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                  To get a quick overview of which plans have the most churn in a certain month, you can go into
                  <a data-hs-link-id="0" data-hs-link-id-v2="JTyqj7wE" rel="noopener" style="color:#00a4bd" target="_blank">
                   Metrics &gt; User Churn in Baremetrics
                  </a>
                  .
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                  Scroll down slightly, and you’ll be able to see a list of all your plans and the churn rate for each.
                 </p>
                </div>
               </div>
              </td>
             </tr>
            </tbody>
           </table>
           <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" data-hs-cos-general-type="widget" data-hs-cos-type="module" id="hs_cos_wrapper_module_17508934331415" style="color: inherit; font-size: inherit; line-height: inherit;">
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             <tbody>
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                <img align="middle" alt="Churn-Rate-by-Plan" src="https://inboxflows.com/_/image/https%253A%252F%252Fbaremetrics.com%252Fhs-fs%252Fhubfs%252FChurn-Rate-by-Plan.webp%253Fwidth%253D1120%2526upscale%253Dtrue%2526name%253DChurn-Rate-by-Plan.webp/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZiYXJlbWV0cmljcyIsInRpbWUiOjE3NTEwMzY0ODAuMjMzMzYxNX0:1uVAZs:QXcYu43-JJWCw6NEzWLrQ-r1eu0AXHYdayU2IwdKqP0" style="outline:none; text-decoration:none; max-width:100%; font-size:16px" width="560"/>
               </td>
              </tr>
             </tbody>
            </table>
           </div>
           <table cellpadding="0" cellspacing="0" class="" role="presentation" style="" width="100%">
            <tbody>
             <tr>
              <td class="hs_padded" style="font-family:Lato, Tahoma, sans-serif; font-size:15px; color:#23496d; word-break:break-word; padding:10px 20px">
               <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" data-hs-cos-general-type="widget" data-hs-cos-type="module" id="hs_cos_wrapper_module_17508935745816" style="color: inherit; font-size: inherit; line-height: inherit;">
                <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_rich_text" data-hs-cos-general-type="widget" data-hs-cos-type="rich_text" id="hs_cos_wrapper_module_17508935745816_" style="color: inherit; font-size: inherit; line-height: inherit;">
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                  Once you identify which plans have the highest churn for any given month, you’ll want to zero in on why those specific customers are canceling. We’ll use a spreadsheet here.
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                  Head over to
                  <a data-hs-link-id="1" data-hs-link-id-v2="zo99Gcki" rel="noopener" style="color:#00a4bd" target="_blank">
                   Cancellation Insights
                  </a>
                  and select your date range. Then go down to the list of customers and Download Table.
                 </p>
                </div>
               </div>
              </td>
             </tr>
            </tbody>
           </table>
           <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" data-hs-cos-general-type="widget" data-hs-cos-type="module" id="hs_cos_wrapper_module_17508936659468" style="color: inherit; font-size: inherit; line-height: inherit;">
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             <tbody>
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                <img align="middle" alt="Download-Cancellation-Reasons-Table" src="https://inboxflows.com/_/image/https%253A%252F%252Fbaremetrics.com%252Fhs-fs%252Fhubfs%252FDownload-Cancellation-Reasons-Table.png%253Fwidth%253D1120%2526upscale%253Dtrue%2526name%253DDownload-Cancellation-Reasons-Table.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZiYXJlbWV0cmljcyIsInRpbWUiOjE3NTEwMzY0ODAuMjMzNDk4OH0:1uVAZs:aQeqk4WkaH9-Mb5yWjgqU6vMflhO7qkfa8t3VnOQ6Ek" style="outline:none; text-decoration:none; max-width:100%; font-size:16px" width="560"/>
               </td>
              </tr>
             </tbody>
            </table>
           </div>
           <table cellpadding="0" cellspacing="0" class="" role="presentation" style="" width="100%">
            <tbody>
             <tr>
              <td class="hs_padded" style="font-family:Lato, Tahoma, sans-serif; font-size:15px; color:#23496d; word-break:break-word; padding:10px 20px">
               <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" data-hs-cos-general-type="widget" data-hs-cos-type="module" id="hs_cos_wrapper_module_17508935954327" style="color: inherit; font-size: inherit; line-height: inherit;">
                <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_rich_text" data-hs-cos-general-type="widget" data-hs-cos-type="rich_text" id="hs_cos_wrapper_module_17508935954327_" style="color: inherit; font-size: inherit; line-height: inherit;">
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                  In the spreadsheet, you can sort the data by plan and see the specific cancellation reason for all the users who canceled under that plan.
                 </p>
                </div>
               </div>
              </td>
             </tr>
            </tbody>
           </table>
           <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" data-hs-cos-general-type="widget" data-hs-cos-type="module" id="hs_cos_wrapper_module_175089378212410" style="color: inherit; font-size: inherit; line-height: inherit;">
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                <img align="middle" alt="cancellation-insights-spreadsheet" src="https://inboxflows.com/_/image/https%253A%252F%252Fbaremetrics.com%252Fhs-fs%252Fhubfs%252Fcancellation-insights-spreadsheet.webp%253Fwidth%253D1120%2526upscale%253Dtrue%2526name%253Dcancellation-insights-spreadsheet.webp/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZiYXJlbWV0cmljcyIsInRpbWUiOjE3NTEwMzY0ODAuMjMzNjc0OH0:1uVAZs:AtpjKHQ0d5M7josmy7NbgOA58YUIUg62uNXSS2YI2Ng" style="outline:none; text-decoration:none; max-width:100%; font-size:16px" width="560"/>
               </td>
              </tr>
             </tbody>
            </table>
           </div>
           <table cellpadding="0" cellspacing="0" class="" role="presentation" style="" width="100%">
            <tbody>
             <tr>
              <td class="hs_padded" style="font-family:Lato, Tahoma, sans-serif; font-size:15px; color:#23496d; word-break:break-word; padding:10px 20px">
               <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" data-hs-cos-general-type="widget" data-hs-cos-type="module" id="hs_cos_wrapper_module_175089383176411" style="color: inherit; font-size: inherit; line-height: inherit;">
                <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_rich_text" data-hs-cos-general-type="widget" data-hs-cos-type="rich_text" id="hs_cos_wrapper_module_175089383176411_" style="color: inherit; font-size: inherit; line-height: inherit;">
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                  From there, you’ll want to look for any trends in cancellation reasons by plan level.
                 </p>
                </div>
               </div>
              </td>
             </tr>
            </tbody>
           </table>
           <table cellpadding="0" cellspacing="0" class="" role="presentation" style="" width="100%">
            <tbody>
             <tr>
              <td class="hs_padded" style="font-family:Lato, Tahoma, sans-serif; font-size:15px; color:#23496d; word-break:break-word; padding:10px 20px">
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                    <p style="font-size:1px;border-top:2px solid #6078ff;width:50%;margin:0 auto;">
                    </p>
                    <!--[if mso]>
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      <![endif]-->
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               <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" data-hs-cos-general-type="widget" data-hs-cos-type="module" id="hs_cos_wrapper_module_175089390252912" style="color: inherit; font-size: inherit; line-height: inherit;">
                <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_rich_text" data-hs-cos-general-type="widget" data-hs-cos-type="rich_text" id="hs_cos_wrapper_module_175089390252912_" style="color: inherit; font-size: inherit; line-height: inherit;">
                 <h2 style="margin:0; mso-line-height-rule:exactly; line-height:175%; font-size:22px">
                  How to analyze churn by signup date in Baremetrics
                 </h2>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                  Another way to analyze churn by cohorts is to look at customer retention by signup date.
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                  You’ll look at all the customers who signed up during a certain month and see how many months they stayed on afterwards.
                  <br/>
                  <br/>
                  In Baremetrics, go to your
                  <a data-hs-link-id="0" data-hs-link-id-v2="VNokDuL0" rel="noopener" style="color:#00a4bd" target="_blank">
                   User Churn dashboard
                  </a>
                  .
                  <br/>
                  <br/>
                  Then, scroll down to the customer retention table. This table shows your customers' retention rates month over month based on their signup date.
                 </p>
                </div>
               </div>
              </td>
             </tr>
            </tbody>
           </table>
           <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" data-hs-cos-general-type="widget" data-hs-cos-type="module" id="hs_cos_wrapper_module_175089456985714" style="color: inherit; font-size: inherit; line-height: inherit;">
            <table cellpadding="0" cellspacing="0" class="hse-image-wrapper" role="presentation" width="100%">
             <tbody>
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               <td align="center" class="hs_padded" style="font-family:Lato, Tahoma, sans-serif; color:#23496d; word-break:break-word; text-align:center; padding:10px 20px; font-size:0px" valign="top">
                <img align="middle" alt="Customer-Retention-Table-Cohorts" src="https://inboxflows.com/_/image/https%253A%252F%252Fbaremetrics.com%252Fhs-fs%252Fhubfs%252FCustomer-Retention-Table-Cohorts.webp%253Fwidth%253D1120%2526upscale%253Dtrue%2526name%253DCustomer-Retention-Table-Cohorts.webp/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZiYXJlbWV0cmljcyIsInRpbWUiOjE3NTEwMzY0ODAuMjMzODEzOH0:1uVAZs:F2FtminrhLcqmAT10gr1bjAj1D84gZ-jhE_jdMfFq6E" style="outline:none; text-decoration:none; max-width:100%; font-size:16px" width="560"/>
               </td>
              </tr>
             </tbody>
            </table>
           </div>
           <table cellpadding="0" cellspacing="0" class="" role="presentation" style="" width="100%">
            <tbody>
             <tr>
              <td class="hs_padded" style="font-family:Lato, Tahoma, sans-serif; font-size:15px; color:#23496d; word-break:break-word; padding:10px 20px">
               <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" data-hs-cos-general-type="widget" data-hs-cos-type="module" id="hs_cos_wrapper_module_17508951442001" style="color: inherit; font-size: inherit; line-height: inherit;">
                <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_rich_text" data-hs-cos-general-type="widget" data-hs-cos-type="rich_text" id="hs_cos_wrapper_module_17508951442001_" style="color: inherit; font-size: inherit; line-height: inherit;">
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                  One way to use this data is to compare churn trends based on when people signed up.
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                  For instance, looking at the table above, I noticed that the July and April cohorts have a much steeper drop-off after the first couple of months compared to the other cohorts. On the flip side, the March cohort had pretty solid numbers.
                 </p>
                </div>
               </div>
              </td>
             </tr>
            </tbody>
           </table>
           <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" data-hs-cos-general-type="widget" data-hs-cos-type="module" id="hs_cos_wrapper_module_17508952695382" style="color: inherit; font-size: inherit; line-height: inherit;">
            <table cellpadding="0" cellspacing="0" class="hse-image-wrapper" role="presentation" width="100%">
             <tbody>
              <tr>
               <td align="center" class="hs_padded" style="font-family:Lato, Tahoma, sans-serif; color:#23496d; word-break:break-word; text-align:center; padding:10px 20px; font-size:0px" valign="top">
                <img align="middle" alt="User-Churn-Cohorts-Analysis" src="https://inboxflows.com/_/image/https%253A%252F%252Fbaremetrics.com%252Fhs-fs%252Fhubfs%252FUser-Churn-Cohorts-Analysis.webp%253Fwidth%253D1120%2526upscale%253Dtrue%2526name%253DUser-Churn-Cohorts-Analysis.webp/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZiYXJlbWV0cmljcyIsInRpbWUiOjE3NTEwMzY0ODAuMjMzOTd9:1uVAZs:0HulDIMWr9sBPVILx3DveiYOBUf00WeDNOkt3iyeyog" style="outline:none; text-decoration:none; max-width:100%; font-size:16px" width="560"/>
               </td>
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             </tbody>
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           </div>
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            <tbody>
             <tr>
              <td class="hs_padded" style="font-family:Lato, Tahoma, sans-serif; font-size:15px; color:#23496d; word-break:break-word; padding:10px 20px">
               <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" data-hs-cos-general-type="widget" data-hs-cos-type="module" id="hs_cos_wrapper_module_17508953376653" style="color: inherit; font-size: inherit; line-height: inherit;">
                <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_rich_text" data-hs-cos-general-type="widget" data-hs-cos-type="rich_text" id="hs_cos_wrapper_module_17508953376653_" style="color: inherit; font-size: inherit; line-height: inherit;">
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                  I’d be curious to dig a little deeper into this. So, my next step would be to compare customers who signed up in July and April to ones who joined in March.
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                  To do that, I’ll go to
                  <a data-hs-link-id="0" data-hs-link-id-v2="GbD1L18m" rel="noopener" style="color:#00a4bd" target="_blank">
                   Customers
                  </a>
                  in Baremetrics. Then add a couple of filters to only show customers that have signed up in June, with an LTV of greater than zero. The LTV filter is to make sure I’m only seeing data for paid customers.
                 </p>
                </div>
               </div>
              </td>
             </tr>
            </tbody>
           </table>
           <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" data-hs-cos-general-type="widget" data-hs-cos-type="module" id="hs_cos_wrapper_module_17509762494835" style="color: inherit; font-size: inherit; line-height: inherit;">
            <table cellpadding="0" cellspacing="0" class="hse-image-wrapper" role="presentation" width="100%">
             <tbody>
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                <img align="middle" alt="july-2019-customer-filter" src="https://inboxflows.com/_/image/https%253A%252F%252Fbaremetrics.com%252Fhs-fs%252Fhubfs%252Fjuly-2019-customer-filter.webp%253Fwidth%253D400%2526upscale%253Dtrue%2526name%253Djuly-2019-customer-filter.webp/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZiYXJlbWV0cmljcyIsInRpbWUiOjE3NTEwMzY0ODAuMjM0MTQ5Mn0:1uVAZs:2CljUjneecMj0FsxtNBK0LVscHAH73tigZY1p4Kk-3Q" style="outline:none; text-decoration:none; max-width:100%; font-size:16px" width="200"/>
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               <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" data-hs-cos-general-type="widget" data-hs-cos-type="module" id="hs_cos_wrapper_module_17509765942786" style="color: inherit; font-size: inherit; line-height: inherit;">
                <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_rich_text" data-hs-cos-general-type="widget" data-hs-cos-type="rich_text" id="hs_cos_wrapper_module_17509765942786_" style="color: inherit; font-size: inherit; line-height: inherit;">
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                  I did the same thing for the March and April cohorts as well.
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                  Now, I want to get more insight into the two cohorts to see if anything stands out. I’ll start by comparing the
                  <a data-hs-link-id="0" data-hs-link-id-v2="0KnqBVik" rel="noopener" style="color:#00a4bd" target="_blank">
                   average revenue per user (ARPU)
                  </a>
                  of the two cohorts.
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                  This will give me an idea of the value of the customers in each cohort.
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                  Customers with a lower ARPU might be more entry-level and mainly interested in testing Baremetrics. That’d help explain why customers in the July and April cohorts dropped off sooner than the March ones.
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                  Here’s what I found from a six-month comparison.
                 </p>
                </div>
               </div>
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               <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" data-hs-cos-general-type="widget" data-hs-cos-type="module" id="hs_cos_wrapper_module_17509794170968" style="color: inherit; font-size: inherit; line-height: inherit;">
                <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_rich_text" data-hs-cos-general-type="widget" data-hs-cos-type="rich_text" id="hs_cos_wrapper_module_17509794170968_" style="color: inherit; font-size: inherit; line-height: inherit;">
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                  The ARPU for our March cohort is more than double the July and April cohorts.
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                  Based on this, one of my assumptions is that in March, there were probably some “bigger fish” who signed up for higher-priced plans or even had add-ons.
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                  So I double-checked what plans the March cohort customers signed up with compared to April and July, and my assumption seems pretty accurate.
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                  In April and July, quite a few customers signed up on lower-cost plans, which could explain why we didn’t retain as many of them.
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                  On the flipside, in March, we had more people sign up on higher-tier plans, and they retained longer than average.
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                  The takeaway I got from this quick churn analysis is that we have a higher chance of retaining customers who:
                 </p>
                 <ul style="mso-line-height-rule:exactly; line-height:175%">
                  <li>
                   Use some of our add-ons like Cancellation Insights and Recover
                  </li>
                  <li>
                   Sign up for or upgrade to our more advanced plans
                  </li>
                 </ul>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                  Armed with those insights, we can create strategies to start targeting more of these kinds of customers.
                 </p>
                </div>
               </div>
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                 <p style="mso-line-height-rule:exactly; line-height:175%">
                  I hope that you found this intro to churn segmentation helpful!
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                  If you still have more specific questions around your churn, make sure to book a call with our Client Success team for help below.
                 </p>
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                      Book a call with Client Success
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                 <p style="mso-line-height-rule:exactly; line-height:175%">
                  Thank you so much for reading and I'll catch you guys next month.
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                  Let me know if there's any particular topic you'd like me to cover in a future newsletter by responding directly to this email.  ✨
                 </p>
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                 <p style="mso-line-height-rule:exactly; line-height:175%">
                  Cheers,
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%">
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%; font-weight:bold">
                  Andrea
                 </p>
                 <p style="mso-line-height-rule:exactly; line-height:175%; font-weight:normal">
                  Content Marketer @ Baremetrics
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