Sirius XM Radio

The Situation

Sirius XM has over 18 million subscribers and they add more every year. That’s a lot of customer retention to worry about. Once a subscriber’s contract was up, Sirius needed a way to reach them and then get them to sign up again. Email seemed like a logical, cost-effective way to go. But what kind of email would best accomplish this?

The Problem

Sirius wanted to test the efficacy of a video-in-email versus non-video-in-email customer retention campaign in 2009. But how best to go about doing this?

The Solution

Sirius worked with FLIMP and BuzzFlix Media to create a market test that would tell them whether adding video to an email customer retention campaign would be better that just straight text-based email. BuzzFlix went to New York City to their headquarters in Manhattan to produce a video message from one of their morning show hosts, letting their subscribers know it was time to renew.

The Result

The campaign showed that video was the way to go… by far, if you wanted the most response from your subscribers. It was no-contest. With a short video link added to the email, the results were conclusive. The numbers showed that people respond overwhelmingly to video better than text alone. Sirius XM Radio had their answer.