Our product is a subscription entertainment app-so winback is signing up again. Typical open and CTR are also helpful, but mostly interested in overall conversion rates.
The answer to this varies wildly. It is dependent upon what you're asking the customer to do, what your relationship with them is, and what barriers they need to navigate to signup again (your stated win-back goal).
I've seen success rates as high as 80% and as low as single digit.
I don't think you will find a "typical" because each brand, product, and consumer is different. All of which effect this type of conversion rate.
I would be happy to help you calculate what is typical for *you* and your product. If you're interested, drop me a note or schedule a call.
All the best,
It has been a while since I was doing the email marketing for probably the largest entertainment subscription service out there. For my emails to people who had cancelled the service hoping to get them to sign up again, the open rate and CTR were comparable to the initial campaigns.
But I learned that the most important metric to test and manage was the time since cancellation. I knew the exact month after cancellation that I had to the best chance to get a resubscription. This was done with a ton of testing of message, subject line, and offers. Testing everything is the most important way to learn what will bring them back.
For general Win Back emails, An Ometria report from their customer base displays an average conversion rate of 1-3%. Haven't got too much insights into the subscription based products though.
It is hard to tell in 2021 because the year started on a gloomy note. It all depends on how the pandemic reacts to a vaccine, and as a new covid-19 variant had been detected in England people around the world are more worried now. As far as 2020 was concerned it was 15.11%.
Besides if you do have any questions give me a call: https://clarity.fm/joy-brotonath