Become an InsiderWarnerMedia's HBO Max launched in May, using a seven-day free trial offer to entice users to sign up, and persuade them to become paying subscribers.
Christine Miller, director of campaign management at HBO Max, shared specific steps the streaming service takes to engage its free-trial users — whether they know the HBO brand or are new to it — during software company. She spoke at the event because HBO Max uses Braze tools, including its Canvas customer-journey-management feature, to automate and personalize messages to users.
On the first day of the free trial, HBO Max greets people with a general welcome email that features new and trending shows and movies, and pushes the breadth of content on the service. HBO Max is digging deeper into the reasons people cancel, and testing marketing that could convince them to stick around
"I'm a strong believer in that we have to look beyond just what someone is watching and also look at how they are watching it," Miller said.
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