Alex from GrooveHQ wanted to know why customers cancel their subscription.
He started to send them emails:
Subject: “Quick question”
Body: “… Why did you cancel? …”
Result: 10.2% of people responded.
Then he made a tiny change.
Instead of “why did you cancel?”, they asked “what made you cancel?”
Result: 19% response rate.
That’s 1.86 times more insights!
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