Use case - Leveraging subscription attributes to upsell premium members from monthly to yearly

Objective

Define a campaign to upsell monthly subscribers to the yearly plan, using Engagement and Subscription Attributes

Our Engagement and Subscription Attributes are powerful tools that allow you to better understand and connect with your audience. By leveraging these attributes, you can gain valuable insights and tailor your content to better meet the needs and interests of your subscribers.

Prerequisites

Upgrade to the Purchasely SDK version 4.2 or above
Make sure all or most of your user base is in the Purchasely SDK version 4.2 or above.

Why target existing and loyal monthly subscribers?

The Y+1 retention is twice better for yearly plans (40% for yearly vs 20% for monthly) hence subscribers who have been renewing their monthly subscription for the past 3 months are a perfect fit.

How do we target them using Purchasely?

You make use of the Purchasely's Subscription attributes to target users who are actively renewing monthly subscriptions for more than 3 months so far.

Step 1 - Create an Audience `Premium users eligible for upsell to yearly`

With the following parameters:

has_active_subscription = true

AND active_plan = monthly

AND start_date is more than 90 days ago

NB - You could combine this set of attributes with any other attribute (built-in or custom) that would make sense to you.

For example - Leverage the "next renewal date" attribute, "in less than 5 days from now, if you want to propose the upsell only 5 days before the end of the current billing cycle.

Step 2 - Create a paywall `Upsell to yearly`

Here are some tips to design your 'upsell' paywall:

Show a bold text : “Save XX% | $X per month by switching to the yearly plan”
⇒ use the DISCOUNT_PERCENTAGE or PRICE_COMPARISON tags
With a relative timer of 2 minutes to create FOMO effect
Propose the yearly plan by using the MONTHLY_AMOUNT tag, to show how much the yearly costs per month
Optional - you can propose a discount of 20% for the first year by leveraging promotional offers

Step 3 - Map the placement

Map the placement upsell with the audience Premium users eligible for upsell to yearly and the paywall upsell
Map the placement upsell with everyone else to “None”
Have the app call the placement “upsell” at the app start

This placement can then be called by the app from a deeplink, an in-app message or push notification.

Step 4 - Set up the Campaign

If you're using a 3rd party engagement / mCRM tool compatible with Purchasely, you can enable the EVENTS or USER PROPERTIES forwarding

Example of USER PROPERTIES forwarding from the Purchasely Console for the Batch integration

Then you can create a push notification or in-app campaign in your engagement platform, leveraging the USER PROPERTIES sent by the Purchasely platform.

This campaign is linked back to the placement you created thanks to its deeplink
=> when the user clicks on the push notification, it opens the app and the associated placement/paywall automatically.

Example of campaign configuration in Batch:

Use case - Leveraging subscription attributes to winback lapsed premium subscribers

Use case - Leveraging subscription attributes to avoid involuntary churn