Win-back campaign

Win-back targets people who have left, unlike a cancel flow, which acts at the moment of cancelling. A campaign usually sends a few messages over the following weeks or months, often tailored to the cancellation reason: a new feature for someone who missed it, a lower price for someone who left over cost.

App stores support it natively: Apple lets developers configure win-back offers, free or discounted, for eligible customers whose subscription has churned, and customers can find them in the App Store and their account settings. On web billing, the same is done with emails, coupons and a link that restarts the subscription.

Former customers already know the product, which can make them easier to convince than new prospects, but only if what made them leave has changed. Respect their consent to receive marketing and make it easy to stop the messages.