When to engage; when to ghost 'em

Sometimes silence is the best tactic.

Yesterday, I posted Save the Right Customers, Ignore Others, so go read that if you missed it.

Today, I’m going to talk about deciding when to contact at-risk customers... and when you should ignore them.

Remember, this is NOT about Customer Success or long-term customer-centric growth.

Sometimes, the best way to engage at-risk customers.... is not to.

Ugh, I hate that. But here we are.

Overhauling engagement frequency doesn’t always mean increasing touchpoints—in some cases, it means going silent.

Reaching out to at-risk, inactive or "zombie" customers might inadvertently prompt churn instead of preventing it.

At this very precarious time we don't want to remind them that they're paying us but not using or getting value from our service.

Of course this is an age-old question: do you remind inactive users they’re paying you and risk churn? From a customer-centric perspective, where engagement focuses on long-term success and growth to maximize LTV, the answer is yes—you engage.

But when you’ve failed to engage, and the stakes are this high, the calculus changes. Sometimes, saving the customer and protecting the revenue means stepping back and staying silent.

In the workshop, we’ll walk through how to adjust your engagement strategy, including when to double down on communication and when to pull back entirely.

Learn more and sign up for the workshop here.

Tomorrow, I’ll send you an email on the next tactic: Stop Churn using Time Scarcity. Stay tuned!

~ Lincoln

BTW: We're doing two sessions on Jan-15 (Jan-16 in Australia) that cover most time zones. So you don't have an excuse to not join live. Learn more and Sign-up today.