Fix Subscription Campaigns That Chase Too Many Metrics using Get Who To By
Congratulations, your subscription dashboard looks like a flight simulator and you’re about to crash the plane. You’re chasing fifteen different metrics because some VP heard a podcast about 'holistic growth.' Spoilers: when you try to optimize for everything, you optimize for nothing. The Get Who To By framework is the cold shower your strategy needs. It forces you to stop the metric-hoarding and focus on the one move that actually moves the needle before your budget evaporates.
The TL;DR
Stop spreadsheet-stuffing. Use Get Who To By to pick one winnable audience (GET), find the one psychological hang-up stopping them (WHO), give them one clear instruction (TO), and use one blunt instrument to make them do it (BY). It’s about doing one thing right instead of five things poorly.
Why Get Who To By Saves You From Spreadsheet Hell
Chasing too many metrics is just a fancy way of being indecisive. This framework kills the indecision by narrowing the battlefield.
The Four Steps
GET
Who is the easiest person to convert right now?
Forget 'Global Personas.' Pick the specific segment currently sitting on the fence. Are they trial users who haven't logged in? Former subs who left because of price? Pick the smallest, most winnable group.
WHO
Why haven't they pulled out their credit card yet?
Be honest. They don't 'lack awareness.' They're either lazy, confused by your pricing, or they don't think your 'Premium' tier is actually premium. Find the specific friction point.
TO
What is the one thing they need to hear to stop stalling?
This isn't the time for a brand manifesto. Give them a singular, stupidly obvious reason to act. If they can't understand the value proposition in the time it takes to sneeze, you've failed.
BY
What's the actual hook that forces their hand?
How are you delivering the message? Is it a 'one-click' upgrade? A limited-time 'grandfathered' rate? Define the mechanism that turns 'maybe' into 'paid.'
Subscription Strategy Faceplants
(Try not to do these. Again.)
- ×Targeting 'everyone with an email address'
- ×Trying to fix retention and acquisition in the same email
- ×Using 'Synergy' or 'Value-Add' in the headline
- ×Hiding the 'Cancel' button like a coward
- ×Offering a discount to people who were going to pay full price anyway
- ×Assuming people read your 500-word product update
- ×Ignoring the 'Who' and just shouting 'TO' louder
- ×Measuring success by 'Likes' instead of 'MRR'
If your campaign tries to do more than one thing, it’s probably doing nothing.
Real Examples
SaaS Free-to-Paid
Converting heavy users of a free tier into annual subscribers.
GET
Free users who hit their 'usage limit' 3 times in the last month.
WHO
They clearly need the tool but are annoyed by the friction of hitting a wall and fear a long-term commitment.
TO
Unlock unlimited power for a year and stop hitting the wall.
BY
A 'Power User' annual discount triggered the moment they hit their 4th limit.
Content/Media Sub
Winning back lapsed subscribers who cited 'price' as the reason for leaving.
GET
Former 'Gold' members who cancelled in the last 90 days.
WHO
They liked the content but couldn't justify the monthly 'luxury' expense in a tightening economy.
TO
Get the essentials you missed for the price of a coffee.
BY
A 'Lite' tier invite that offers 80% of the value for 30% of the cost.
Physical Subscription Box
Reducing churn for subscribers on their 3rd month (the 'danger zone').
GET
Subscribers currently in their 2nd month of a recurring plan.
WHO
The novelty is wearing off and they’re starting to look at their bank statement with regret.
TO
Your next box is the big one - don't miss the exclusive drop.
BY
A 'Sneak Peek' SMS showing a high-value item only available in the 3rd box.
Frequently Asked Questions
Can I track LTV and Churn at the same time?
Sure, if you want to be confused. Pick one primary metric for the campaign. The others are just 'nice to have' data points for your post-mortem.
What if my 'Who' insight is just 'they are cheap'?
Then your 'To' needs to prove you're not an expense, you're an investment. Or just find a better 'Get'.
How specific should the 'Get' be?
Specific enough that you could describe them to a stranger in a bar and they'd say, 'Oh, I know that guy.'
Does the 'By' have to be a discount?
No. It can be exclusive access, a better UX, or even just a very well-timed reminder. Discounts are the lazy man's 'By'.
What if the campaign fails?
Then your 'Who' was wrong or your 'To' was boring. At least with this framework, you'll know exactly which part broke.
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