The way companies measure it varies based on average time between customer purchases or length of subscriptions/memberships. High customer churn is one of the primary drivers of inefficiency and high spend in marketing.Ĭhurn means “the rate at which customers stop doing business with a company over a given period of time,” cancel their subscriptions/memberships, or fail to renew. Scalable growth requires a cost-effective balance between acquisition and retention. Acquisition vs Retention: The Growth Equationīut first let’s talk about what’s at the heart of this matter: growth. Let’s look at the quirky growth marketing case study provided by Duolingo’s engagement and retention strategy. My mom’s texts asking when I’m coming to visit again (along with a story about 3 days of labor and a lifetime of motherly love and sacrifice) are more subtle.Īnd I’m not the only one who feels this way. Read another post: What to Do When Your Organic Social Media Reach Is Tanking
These aren’t simple touch points, though.
What I don’t love are the guilt trips baked into the customer marketing and product experience.ĭuolingo sends an abundance of communications to remind you to take lessons. I love the easy access to free, valuable educational content. In a way that felt authentic, not horribly forced.Ī former user, I recently downloaded the app again because of all the buzz. They also took off as a standout brand among Gen-Z and a model for capturing the power of social media culture.
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