Free to paying Subscriber Conversion

Post trial campaign development and upsell

Brand: SiriusXM Satellite Radio

Challenge

Convert 60% of post-trial non-paying listeners after a three, six, 12-month free experience

Goal

Upsell 350K to free trialers to paying listeners

Strategy

Introduced content based messaging and creative based on customer preferences with opportunities to win exclusive access: concerts, visits, radio-remotes, etc. to show that membership has privileges

Results

Launched one-to-one customer campaigns using direct response tools and incentive based rewards in collaboration with the insights team. Data mined through user surveys and secondary partner data.

400K users converted across fiscal period, exceeding CRM growth goal:

• Users engagement post purchase was +10% vs. control  

• Customer churn was +20% vs. control

• Exclusive Subscriber Only Events