It hits home for me quite a bit as we are literally in the middle of gutting and re-building our own email sales funnels, and a big part of that is re-considering what to do with subscribers who don’t convert to customers right away.

Something you mentioned in your post was #5 and collecting insights by asking for new customers to reply to your email.

If you dive into those replies from your customers, you could probably easily identify the top 3-4 “buckets” that people fall into in terms of why it is they are buying Groove.

Then, if you wanted, you could ask your customers to elect which bucket they fall into as part of the sign-up process.

Then, once you know why it is that they signed up, you could send them a custom onboarding sequence that positions Groove as the solution around that specific bucket they chose when they were signing up.

The assumed value of all that work would be that your customers would see Groove as a more personal and specific solution for them, and, thus, hopefully would be more likely to stick around longer.

A fantastic resource for this whole “bucket” idea is the book by Ryan Levesque: Ask.

http://www.amazon.com/dp/1939447720/