1. Set your customers up for success

OTT networks serve many different industries. For entertainment channels, setting customers up for success looks like suggesting content that caters to their interests. Maybe when subscribers first sign up, they’re met with a series of titles on your webpage and asked to select a few favorites.

Other channels like fitness, lifestyle, instructional, faith, and more – setting customers up for success might include some guidance on where to start. Having well-organized content collections makes it easier on the web experience, but you can utilize email to simplify the first steps.

For example, fitness channels that offer a beginner or warm-up series might promote it in their first welcome email. The team at MNDFL used their thank you for subscribing email to set up a “getting started challenge” to encourage subscribers to dive into their videos without making things overwhelming.

“Welcome to MNDFL Video!

Over the next 14 days, you’ll get helpful tips and motivation to help you build a consistent practice. We don’t want to crowd you (or your inbox) too much, so we’ll send you an email every other day.

Your first challenge, if you choose to accept it, pick any 5-minute meditation, and just do it.

Then, give yourself a high five.

Finally, have fun, be kind to yourself and just stay open to whatever comes up.

Warmly,

The MNDFL Video Team”

2. Be genuine

The words “thank you” may seem obvious, but including them in your welcome email is a genuine gesture. Personalize your message further by adding your new subscriber’s first name, and you’ll catch attention while increasing engagement.

Feeling a connection to your brand and content is what keeps subscribers renewing month after month. You can start nurturing that relationship from day one by customizing your thank you message like Word on Fire has.

“Thank you for becoming a Word on Fire All-Access Member! You made a great decision! You now have instant access to ALL of Bishop Barron’s programs which launched on DVD and Public Television. You will be notified when content and videos are added throughout the year.

100% of your subscription fee supports the work of Word on Fire Catholic Ministries, so you’ll not only have access to Bishop Barron’s high-quality Catholic videos, but also are directly promoting the work of evangelization.

We hope you enjoy watching!

Peace,

The Word on Fire Team”

In this email, the Word on Fire team also explains a little bit about who they are and what their mission is. This is important because it allows subscribers to become familiar with the brand and helps to increase loyalty. Set yourself apart by communicating your values upfront with customers.

3. Know what your audience needs

Knowing your audience and understanding their needs can be the key differentiator between your business and a competitor. Understanding your customer’s needs can help you craft a message that will set them up for success. Following up with emails that continue to provide value keep your open rates and engagement high – but let’s focus on what you start with.

MHz Choice knew that a large segment of their customers was signing up for their first digital streaming platform when they subscribed, so they wanted to make viewing their content as easy as possible. They included instructions for viewing their content for all of their branded apps. This helps make it easy for their subscribers to get set up and start watching right away.

Dedicating email space on “how to watch” instructions may seem like a waste, but it can be the difference between a returning subscriber or a churned one. You may also want to include a link to an FAQ page if you’re running into friction with your subscription experience.

4. Get your community connected

Subscriptions are a unique product. Your customers aren’t just looking to view your content. Often they are just as excited about being part of the greater community that you are building. If you have an active Facebook group, are using the forums tool, or have other ways you connect with your followers, it can help your new subscribers feel like they are now part of your community. Dekkoo has done that brilliantly in their thank you for subscribing email.

“Thank you for subscribing to Dekkoo.com!

We know you’re going to love our collection of entertainment for gay men. New titles are added every Tuesday, Wednesday and Thursday so be sure to check back often!

In addition, be sure to visit http://www.dekkoo.blog where we discuss gay film and spotlight titles available on the Dekkoo streaming platform.

Thanks again and welcome to Dekkoo!

The Dekkoo Team

P.S. – Be sure to follow @MyDekkoo on Instagram and Facebook and subscribe to our YouTube page at youtube.com/Dekkoo”

5. Offer an exclusive promotion

Thank you for subscribing emails shouldn’t only come after a paid subscription – they should include your customers on a free trial as well. While offering a free trial to your subscription network increases the chances of that customer sticking around – it doesn’t seal the deal.

Offering an exclusive promotion may entice your subscriber to stick around longer or explore content they wouldn’t have otherwise been aware of.

As a thank you for subscribing, ClayShare offers an exclusive code for a VIP workshop, encouraging new members to dive into their expertise and join the community.

What comes after tailoring a “thank you for your subscription” message

Tailoring your email response is a simple way to connect with your audience from day one. The content and your subject line will ensure a higher open rate and engagement level, so make sure to test different variations to see what works best for your business.

Your upcoming nurture campaign should continue your customer relationship where you left off, always providing value and expanding on your customer’s experience.

And if your subscriber ends up unsubscribing, launch a win-back campaign to get them back.

How System of Strength grew to 3,000 fitness users in just a few months

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Isabelle Hahn