Netflix stops charging customers who never watch
Years ago, I heard of a dating site doing the opposite of this. They normally sent periodic digests and newsletters to their users to try to increase engagement, but if a user went a certain number of months without logging into their account, but still allowed monthly fees to be charged, they were labeled as a “sleeping giant” in the database. Once in this state, they would not be contacted by the site for any reason until they logged in again by their own initiative. The site had determined that, on average, contacting these users had a net-negative effect on retention — i.e., they would be reminded that they were paying for an unused service and cancel.