Use case - Leveraging subscription attributes to winback lapsed premium subscribers

Objective

Define a campaign to win back lapsed premium subscribers, using Engagement and Subscription Attributes in Purchasely.

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 users base is in the Purchasely SDK version 4.2 or above.

Why target lapsed premium subscribers?

Having successfully gained their loyalty initially, winning them back should be a more attainable task:

1. Reducing churn from 5% can increase your revenue by 75%.

2. Existing customers are five times less expensive to attract than new customers.

How do we target them using Purchasely?

You make use of the Purchasely's Subscription attributes to target users

with no active subscription
whose past subscription has expired less than 10 days from now.

Step 1 - Create an Audience `Lapsed premium users - less than 10 days ago`

With the following parameters:

has_active_subscription = false

AND has_expired_subscription = true

AND Expiration_date is less than 10 days from now

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

For example - Combine the number_of_app_sessions or number_of_consecutive days_opened along with the above filter to target the power users of your app.

Step 2 - Create a paywall `Winback of lapsed subscribers`

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

Offer a Yearly plan with a discount of 20% for the first year by leveraging promotional or winback offers.
Create FOMO effect with a relative timer of 24 hours.
Use MONTHLY_AMOUNT tag to show how much the yearly plan costs per month
Add texts like Special Offer for you and Get my offer today to insist on the fact that this offer is tailored for them.

Step 3 - Map the placement

Create a placement WINBACK | LAPSED PREMIUM MEMBERS
Map the placement with the audience Lapsed premium users - less than 10 days ago and the paywall Winback of lapsed subscribers
Map the placement with everyone else to “None”
Call the placement at the app start via the placement ID 'winback'

This placement can then be called by the app from a deeplink, an in-app message or a 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 upsell premium members from monthly to yearly

Use case - Leveraging subscription attributes to avoid involuntary churn