The hardest part about writing a newsletter? The intro. I want it to be engaging. Captivating. Informative. Personal. And relatable. I go outside hoping for some inspiration. Inspiration doesn’t strike. 

I procrastinate for 30 minutes by scrolling on YouTube. 30 minutes later and the top of the Google doc is still empty. Then I remember all those subscriptions I should cancel. Sh*t. I have three due tomorrow. 

I search for how to cancel on Google. I click their page. I’m about to save $20 this month. $140 a year. And then I get hit with their win-back strategy. And it works. I remained a customer because of their objection funnel.

That’s what this case study is about.

But first thanks to our partners Motion and DoFollow.

Motion has an inside look at 9 figures in ad spending from trusted brands like Jones Road, True Classic, MUD\WTR, and VaynerCommerce.

Motion helps these brands stop wasting time visualizing ad performance, and they want to help you too.

No more Excel or Ads Manager. 

Think of all the other things you could be doing! I’ve learned French and finally read Proust in his native tongue with all of the time I’m not on Excel. 

Motion examines the live data from your Meta, TikTok, and YouTube ad accounts and creates three free visual reports specifically for you. 

You’ll receive: 

• Report #1: Top Creatives Overview

• Report #2: Top Spend Trends

• Report #3: Creative Performance Deep Dive

Motion optimizes your team’s creative workflow by helping you: 

• Cut reporting time by 90%. 

• Make better decisions. 

• Form a bold strategy. 

• Easily guide your creative team and media buying team. 

Book a demo and they’ll start cooking up your reports too. Yes, chef!

Most people don’t realize that SEO can play a multifaceted role in marketing. Its potential goes beyond awareness and conversions but can impact user retention.

Consumers search when considering a purchase. But also search when they contemplate churning.

And when people search for "how to cancel", the results can make a crucial difference in customer retention.

First, the bad and ugly of Netflix’s cancellation page.

You search “How To Cancel Netflix” and Netflix provides straightforward instructions on how to terminate the service, but doesn’t make an effort to help customers rethink their decision. 

That’s a mistake.

Why? Netflix’s cancellation page gets 66,700 organic visits each month. Nearly 70,000 people searching how to cancel the service. Behind each cancellation is an unaddressed pain point or objection waiting to be handled.

So, they should do what Xfinity does…

Xfinity adopted a proactive stance. While they do provide a guide on how to cancel, they also weave in elements to dissuade the user from churning. 

Xfinity offers:

• An alternative to cancellations due to pricing

• Support to improve the customer experience for cancellations due to the experience

• More value for those who are canceling due to lack of value

3. The Best Way = Athletic Greens

Athletic Greens built a wonderful win-back strategy by creating “objection funnels.”

Based on someone’s cancellation reasoning, Athletic Greens addresses the reason and offers ways to solve it - before just letting a customer find their way to the door.

Example:

Why does this work:

• Athletic Greens starts tackling the objection the second they know what it is

• They don’t hope for customers to come back - they give them a reason to come back

A quick step-by-step:

• Use SEO as a retention tool by searching “How to cancel (your product)”

• Offer solutions on that page where you tackle the top objections for canceling 

• Create “objection funnels” that optimize for retention

• Google is changing, the way you build links should too*
• If you’re in B2B, then stop running lead gen campaigns on Meta and LinkedIn. Event the data from Meta proves it. Here are the 5 reasons why.
• An 88-page deck on everything that’s changing, emerging, and trending in DTC. Pretty amazing read for DTC marketers. And thought-provoking for marketers in general.
• The legend David Ogilvy on effective direct response advertising.
• Discover over 20,000+ UGC creators and micro-influencers to create organic and paid content for you
• An all-out guide on how to play the cost-cap game on Meta to boost your ad performance

1110 cold emails sent. Here’s everything you need to know about getting responses

Short form video update. I’m 4 videos in and I’ve added 70+ followers. The goal is 20,000 by video 30. This weekend equals short form Saturday and Sunday. More updates coming.

Enjoy the weekend,

Alex

BTW - If you’re looking for a new acquisition channel and your ICP is founders and marketers then you should consider advertising with Marketing Examined. 81% of advertisers renew launching a campaign.