[{"data":1,"prerenderedAt":54},["ShallowReactive",2],{"customer-touchnote":3},{"id":4,"templateId":5,"defaults":6,"regions":53},"app\u002Fcontent\u002Fpages\u002Fcustomers\u002Ftouchnote.json","customers",{"meta":7,"firstfold":14,"stickyContent":26,"content":35,"footer":45},{"seoTitle":8,"seoDescription":9,"seoImage":10,"index":11,"isHeroStory":12,"region":13},"How TouchNote Defended Against Cancellations & Increased Save Rate by 56%","How TouchNote gathered unparalleled insights on churn and retention offers that helped increase its saving rate and reduce revenue leakage.","https:\u002F\u002Fcms.devcb.in\u002Fcms\u002Fcustomers\u002Fseo_touchnote.png",true,false,"EMEA",{"productCategory":15,"heading":8,"description":17,"beforeChargebee":18,"afterChargebee":19,"ctaBannerText":20,"ctaBannerButtonText":21,"ctaBannerButtonUrl":22,"textblock":23,"heroBannerVideo":24,"heroBannerImage":25},[16],"Retention","Targeted testing programs through Chargebee helped the TouchNote team gain unparalleled insights into churn and customer retention patterns.","\u003Cp>Risk of cancellation surge for the bulk of its new subscribers\u003C\u002Fp>\u003Cp>Lack of insights on churn and retention offers\u003C\u002Fp>\u003Cp>Revenue leakage due to unoptimized discounts & offers\u003C\u002Fp>","\u003Cp>Proactive insights to predict churn and arrest cancel intent\u003C\u002Fp>\u003Cp>Out-of-the-box conversion rate analysis for each retention offer\u003C\u002Fp>\u003Cp>Offer optimization based on corresponding conversion rates\u003C\u002Fp>","See how Chargebee is a trusted partner in 6,500+ growth stories","Get a demo","\u002Fschedule-a-demo\u002F","\u003Cp>As one of the first subscription card-sending services, \u003Cstrong>TouchNote\u003C\u002Fstrong> reinvented personal communication, enabling its customers to send handcrafted postcards and greeting cards straight from their phones. It operates across \u003Cstrong>180 countries, \u003C\u002Fstrong>delivering \u003Cstrong>15M+ 'connections\u003C\u002Fstrong>’ and ranks as one of the fastest-growing European tech companies according to Deloitte Fast50 (2015), Sunday Times TechTrack (2017), and Financial Times 1000 (2018).\u003C\u002Fp>","","https:\u002F\u002Fcms.devcb.in\u002Fcms\u002Fcustomers\u002Ftouchnote.webp",{"customerLogo":27,"techStack":28},"touchnote",[29,32],{"label":30,"value":31},"Headquarters","London, UK",{"label":33,"value":34},"Products Used","Chargebee Retention",[36,39,42],{"tag":24,"title":37,"content":38},"The Challenge: Caution Over Potential Subscription Adrenaline Wearing Off","\u003Cp>TouchNote’s eCommerce store offers both one-time purchases and multi-tiered subscriptions for customers. Subscriptions for both monthly and yearly plans are managed directly from Chargebee, enabling customers to send cards periodically and at discounted rates.\u003C\u002Fp>\u003Cimg class=\"editor-image\" src=\"https:\u002F\u002Fcms.devcb.in\u002Fcms\u002Fcustomers\u002Feditor_TouchNote-s_plan_structure__1_-42ac4f0e.png\">\u003Cp>\u003Cem>TouchNote’s Plan Structure\u003C\u002Fem>\u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>As the pandemic-induced isolation started to weigh heavy, people worldwide sought authentic, tangible communication to feel closer to their loved ones. As a result, TouchNote experienced explosive growth in 2020 and doubled its subscriber count, increasing new subscription revenue.\u003C\u002Fp>\u003Cp>However, a bulk of their subscribers preferred the yearly subscription plan (two gift cards\u002Fmonth for the year), which carried a significant downside risk: The likelihood of customers renewing their subscription post the first year could \u003Cstrong>\u003Cem>make or break\u003C\u002Fem>\u003C\u002Fstrong> their recurring revenue flywheel. It was imperative for TouchNote to optimize the cancellation flow and ensure these customers were satisfied to decrease potential cancellations.\u003C\u002Fp>\u003Cp>“We acquired so many customers that the growth of TouchNote depended on keeping our existing customer base on renewal,” said Raam Thakrar, Founder of TouchNote.\u003C\u002Fp>",{"tag":24,"title":40,"content":41},"The Solution: Test. Learn. Repeat.","\u003Cp>\u003Cstrong>Chargebee Retention \u003C\u002Fstrong>(formerly Brightback) was already implemented and integrated with TouchNote’s tech stack when the business focus started shifting toward retention at the beginning of 2020. The TouchNote team used \u003Cstrong>Chargebee Retention Audiences\u003C\u002Fstrong> to separate their international vs. domestic customers.\u003C\u002Fp>\u003Cimg class=\"editor-image\" src=\"https:\u002F\u002Fcms.devcb.in\u002Fcms\u002Fcustomers\u002Feditor_TouchNote-s_Brightback_Cancel_Page-a175bd9a.png\">\u003Cp>\u003Cem>TouchNote’s Chargebee Retention Cancel Page\u003C\u002Fem>\u003C\u002Fp>\u003Cp>\u003C\u002Fp>\u003Cp>To forestall any customer cancellation cliff, the TouchNote team began a strategic and targeted offer testing program. They tested different discount offers — 40% off, 50% off, and a $23.99 discount (roughly equivalent to 50% off). In addition, they included options to pause or downgrade to a lower subscription tier.\u003C\u002Fp>\u003Cdiv data-testimonial-id=\"touchnote-raam-thakrar-ofl7mf\" data-type=\"testimonial\">\u003C\u002Fdiv>\u003Cp>Chargebee Retention's analysis helped TouchNote to learn two key insights quickly:\u003C\u002Fp>\u003Cul>\u003Cli>\u003Cp>Subscribers who were likely to churn had not used all of the “cards” in their subscriptions.\u003C\u002Fp>\u003C\u002Fli>\u003Cli>\u003Cp>Subscribers were more likely to respond to a % discount vs. a $ off, even if the discount amounts were the same (50% off vs. 25 pounds off a year).\u003C\u002Fp>\u003C\u002Fli>\u003C\u002Ful>\u003Cp>\u003C\u002Fp>",{"tag":24,"title":43,"content":44},"The Result: 56% Increase in Save Rate in Less Than 12 Months","\u003Cp>Optimizations performed on Chargebee Retention's full-funnel testing plan across discounts, free cards, upgrades, and pause offers helped TouchNote \u003Cstrong>improve save performance from 16% to 25%\u003C\u002Fstrong> in a year.\u003C\u002Fp>\u003Cp>On further analysis, Chargebee Retention also found that the 40% discount offer performed almost identically to a 50% offer. This insight helped them decrease the lost revenue from offers for the same result.\u003C\u002Fp>\u003Cimg class=\"editor-image\" src=\"https:\u002F\u002Fcms.devcb.in\u002Fcms\u002Fcustomers\u002Feditor_Retention_offers_and_acceptance_rates-50148863.png\">\u003Cp>\u003Cem>Retention offers Vs. Accept and Conversion Rates\u003C\u002Fem>\u003C\u002Fp>\u003Cp>In addition to testing cancel experiences, the TouchNote team proactively engaged customers who were at risk of canceling their plan because they hadn’t used all their cards. A specific nurture journey was put in place to encourage these customers to use the cards in their subscription, reducing potential cancellations by addressing the cancel intent early.\u003C\u002Fp>\u003Cp>\u003C\u002Fp>",{"testimonialId":46,"customerStories":47},"touchnote-raam-thakrar-fhidl5",[48,49,50,51,52],"codat","nextbillion","kommunicate","phrase","tokyotreat",{},1792502790021]