Carragee Consulting

Contrasting communications: Maven Analytics & Enterprise DNA

Last year I signed up for two different learning platforms to advance my technical skills in PowerBI, Tableau and Python.

When you have the time and motivation to stay on task with self-paced learning these tools can be hugely valuable. Its important to be realistic with yourself if you should sign up for one course, a month of all you handle or an annual plan.

If you’re like me and you are a sucker for the discounted annual subscription (eg Black Friday Sale) you need to double check the terms and conditions and the auto-renewal policy so you don’t wind up paying for a service you’re no longer using at full price.

Maven Analytics
– Clear email subject “Subscription Renewal Reminder”
– Delineates the benefits of maintaining the membership
– 7 day advance notice

Enterprise DNA
– Vague email subject gets lost in your inbox: “Could your data skills be better?”
– Mentions renewal in the post-script not the body of the message
– 14 day advance notice

Given the importance of customer retention in a SaaS business I think these different notifications provide a great case study in the subtle ways you can ensure positive customer interactions with your marketing communications.

Both companies have the same policy, sign up at a discount and auto-renew at full price, but the renewal experience is significantly differ.