If a member ghosts today, tomorrow they torch your LTV.
One tiny, 19-word email stops the leak and re-activates up to 90 % of sleepers. That’s not theory—it’s what James Schramko runs inside KLEQ, and he says it’s “made me millions.” robbiekellmanbaxter.com
THE 3-MOVE “SLIPPING-AWAY” PLAY
| Move | What You Do | KPI Target |
|---|---|---|
| 1. TAG & TRIGGER (Day 7 of silence) | Auto-tag any member who hasn’t logged in, opened, or clicked for 7 days. | ≤ 3 % of total members in this bucket |
| 2. FIRE THE 19-WORD EMAIL | Subject: “You okay?” Body: “{First Name}, how are you doing? Everything cool?” Plain-text. No CTA. | 90 %+ open ⬆ engagement replies robbiekellmanbaxter.com |
| 3. KILL THE SEQUENCE OR ESCALATE | If they reply or log in—remove the tag. If not, schedule a value-recap nudge at Day 30 and a graceful downgrade/cancel at Day 60. | ≥ 30 % of sleepers re-activate |
Why it works: Human > automation. The email feels like a personal check-in, not a marketing drip. Schramko even got KLEQ to build a native “slipping-away” trigger so the follow-up is 100 % hands-free. jamesschramko.com
MATH BREAK
- Assume 1,000 members @ $49/mo
- 5 % monthly silent churn = $29,400 MRR lost each year
- Recover just 1 % with this email = $5,880 MRR saved
- Zero ad spend. Zero design. Just copy-paste.
ROI so stupidly high it should be illegal.
EXECUTION CHECKLIST (DO THIS TODAY)
- Build the tag in your ESP/CRM:
status: slipping_away. - Set the automation: 7 days no activity → send email → wait → if event (login/reply) then remove tag.
- Frame replies: Log every obstacle they mention. That’s your product-improvement roadmap.
- Report the win: Slack the team when a “zombie” revives. Gamifies retention.
- Compound: Drop the same 19 words into an SMS or in-app DM for an omnichannel smack.
STOP READING. START SENDING.
Put the email in place before the next billing cycle and watch “lost” MRR boomerang back.
Still procrastinating? Screenshot this post, send it to your ops lead, and say “Ship by 5 PM.”
Move fast. Collect cash. Repeat.
Need help? Holler. - Daniel