Polle de Maagt 
Polle de Maagt“At Netflix, the last thing we want is people paying for something they’re not using.”
What they did.
If you haven't watched anything for a year after joining, or for two years at any point, Netflix asks whether you want to keep your membership. No answer means no more charges. Rejoin within 10 months and your profiles and settings are still there.
Why it works.
Subscriptions run on inertia: most of them earn money from people doing nothing. Netflix gave up a sliver of revenue, less than half of one percent of its members, and bought trust in return.
What you can steal.
Use what you know about a customer to do less, not more. Fewer emails because you know what they don't want. Less retargeting because they already bought.
send less, because you know more
Use what you know about a customer to do less, not more.
Source: Netflix. Quote: Eddy Wu, Product Innovation, Netflix.
