It has been a while since I was doing the email marketing for probably the largest entertainment subscription service out there. For my emails to people who had cancelled the service hoping to get them to sign up again, the open rate and CTR were comparable to the initial campaigns.

But I learned that the most important metric to test and manage was the time since cancellation. I knew the exact month after cancellation that I had to the best chance to get a resubscription. This was done with a ton of testing of message, subject line, and offers. Testing everything is the most important way to learn what will bring them back.