Planning Effective Churn Prevention

A collection of tips on how to make your automatic churn prevention Activities the most effective.

Following these tips will make sure you're automated Churn Prevention is highly effective:
  1. ​How to Structure Your Campaigns​
  2. ​When to Send Your Campaigns​
  3. ​Prioritise the Right Campaign​
  4. ​A/B Test for Best Results​
  5. ​Test and Ask for Help​
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📝 How to Structure Your Campaigns

The Probability of Return model looks exclusively at a player's historical depositing patterns to determine how likely they will deposit again. Thus, we recommend you combine it with additional criteria. Such as factors to measure player value. This guarantees you reach the maximum effectiveness of your campaigns.
We propose starting with creating an overview of all the Activities:
Segment
Low-Value
Medium-Value
High-Value
VIP
Sky-High
Game Release Info
Game Release Info
Game Release Info
Game Release Info
High
10 Spins
20 Spins
50% Reload
50% Reload
Medium
20 Spins
25% Reload
50% Reload
50% Reload
Low
25% Reload
50% Reload
75% Reload
75% Reload
Frail
50% Reload
75% Reload
75% Reload
100% Reload
Critical
75% Reload
100% Reload
100% Reload
150% Reload
Dead (Inactive)
100% Reload
150% Reload
150% Reload
200% Reload
In our example, we have used four different player value bundles: Low-Value, Medium-Value, High-Value, and VIP. These will determine which offers players qualify for. Besides that, we have planned offers that become more and more attractive as players move down in the segments:
  1. While players are still highly likely to stay active, we will send them game release information rather than a bonus.
  2. A VIP player that reaches the Dead group will receive the most generous offer.
  3. A player from Low-Value bundle will also receive their most generous offer once they reach Dead.
  4. However, the most appealing offer for a Low-Value player will still be less generous than the VIP offer at this point.
Send attractive bonuses at the right times, while saving on bonus cost.
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📅 When to Send Your Campaigns

To get the full benefits from the Probability of Return model, schedule your churn prevention Activities for every 24 hours. That way, you will never miss out on the fresh insights from the model and will be sure to act swiftly.
You can choose at what time of the day you send your campaigns, as an example, you could schedule your activities to trigger at 17:00 every day and unlimited times per player.
Send your Churn Prevention campaign at the hour you choose, once a day, unlimited times per player.
Build a never-ending cycle of churn prevention Activities that will reach your players each time when they are at risk of churning.
Pro-Tip Since the model updates every 24 hours, you might also want to add in how many steps the player fell in-between the segments.
A VIP that yesterday was in High, and suddenly ended up in Frail, needs immediate attention. You could target them with a highly attractive offer. For example: Change in the State of Engagement is equal to or higher than -2 State of Engagement Today is Frail.
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🔥 Prioritise the Right Campaign

It is essential to manage the number of times we communicate with a player each day. We do this to make sure the most relevant message receives the attention it should. Don't send an Ad Hoc campaign and a churn prevention campaign at the same time.
Make sure that any players who moved into a lower segment that same day are excluded from receiving other campaigns. You can do this by adding a segmentation rule of Change in the State of Engagement is equal to or higher than 0.
Prioritise PAlive Change in Segments
Prioritise PAlive Change in Segments
Now you will only ever contact players who have stayed in the same group or who became more likely to return to your site.
Be smart about your segmentation and prioritise the right message.
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🆎 A/B Test for Best Results

Which bonuses should I use in my churn prevention campaigns? Which channel is the most successful in reaching players; email/SMS?
Effective churn prevention is essential. Remember, you can always run A/B tests with your Activities to ensure they are as impactful as they can be. You can easily automate your A/B tests, all from within the same Activity. Click on the Add Action Group from the Activity Builder and add the Actions you want to compare.
Plan and test for compelling content and incentives in your Automated Activities
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💨 Test and Ask for Help

Now you have been given the keys to successful churn prevention, you can forego ineffective strategies that make you lose valuable players.
Try it and start making your test Activities in FT CRM while you revisit this documentation. If you get stuck, don't forget you can always turn to your dedicated Account Manager.
Kiss goodbye to players leaving you too early, and see the full benefits of truly engaged players.
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