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How to target customers based on cancelled subscriptions when building Win Back flows

Relevant to: Shopify Checkout Integration Migrated Shopify Checkout Integration

Use Win Back campaigns to provide targeted offers to customers based on the products they cancel and the cancellation reason they provide. 

This guide explains how to target customers based on their cancelled subscriptions in your Win Back campaigns.

Platform:

  • Shopify Checkout Integration
  • Migrated Shopify Checkout Integration

How it works

Add a Conditional Branch node to your Win Back campaign to provide customers with targeted offers based on the products they cancel or the cancellation reasons they select.

Example

A company sells smoothie blends and protein powder. They want to target customers with a 20% discount to reactivate the same product if they cancel their Mango Smoothie Blend and cite the reason as being too expensive.

Customer A cancelled their Mango Smoothie Blend subscription because it is too expensive. The merchant uses a targeted Win Back campaign to present Customer A with a 20% discount to reactivate the Mango Smoothie because they met both conditions: they canceled the Mango Smoothie Blend product, and they selected Too Expensive as the cancellation reason.

Customer B cancelled their Mango Smoothie Blend subscription because they didn't like the taste. The customer's cancellation reason does not match the one the merchant set as a condition to receive their targeted offer, so the customer is not encouraged to reactivate with a 20% discount. The customer enters the Else branch and sees any offers configured for that branch instead.

Step 1 - Create the flow

Create the Win Back flow to get started:

  1. Click Churn tools in your merchant portal and select Win Backs from the dropdown.
  2. Select Create New under either Win Backs: Through Recharge or Win Backs: Through Klaviyo, then click Get started to create the flow.
  3. Click Manage settings to add a name to your Win Back flow.

Step 2 - Add the conditional branch node

Create multiple branches within a flow using the Conditional Branch node, and provide targeted offers to customers based on the product they cancel and their cancellation reason. The Conditional Branch node has two default branches:

  • Branch 1: Use this branch to define the conditions customers must meet to receive the targeted offer.
  • Else: Use this condition to build an alternative experience for customers who do not meet the criteria to receive the targeted offer.

Step 1 - Add the Conditional Branch node to the flow

Use the conditional branch node to target specific customers based on their cancellation reasons: 

  1. Open the Add a node menu on the left-hand side of the flow canvas.
  2. Select the Conditional branch node from the Conditions tab and drag it onto the flow canvas to create a second path. 
  3. Click on the Conditional branch to add and edit your branches. You can use a single branch or create additional branches based on your cancellation reasons and targeted offers.

Step 2 - Set the conditions

Define the conditions customers must meet to receive the targeted offer: 

  1. Click the pencil icon next to the branch and add a name to your branch.
  2. Create the branch conditions. Use the Subscription object to filter customers by cancellation reason and by the product they cancelled. 
  3. Use one or both of the following conditions to filter your customers. Click And to add an additional condition: 
    • Instructions for filtering customers by the product they cancelled:
      1. Select the Subscription object. 
      2. Set the attribute to Variant.
      3. Set the operator to Equals.
      4. Select the products that customers must cancel to receive the targeted discount.
    • Instructions for filtering customers by cancellation reason:
      1. Select the Subscription object. 
      2. Set the attribute to Cancellation reason.
      3. Set the operator to Equals.
      4. Select the cancellation reason that customers must choose so that they can receive the targeted discount.
Note: You can use the doesn't equal operator to target customers who never received a specific product or didn't cancel due to a certain reason. 

Step 3 - Design your landing page and activate the flow

Use the Landing Page node in your Win Back flows to set up the targeted offer that customers see when they access your landing page. Make sure to edit the offers on all nodes so that only customers who enter specific branches receive the offer.

When you're ready, save and activate the Win Back flow so that customers can receive your targeted offers.

Expected outcome

Once you activate your flow, you can provide targeted discounts to customers who meet your specified conditions, while ensuring those who don't are excluded.

Considerations

Review the following considerations when using Win Backs:

Consideration

Notes
Landing page 
  • As a default setting, customers can access the landing page multiple times, but they are restricted to claiming the offer only once. This setting can be modified within the flow settings.
  • Customers cannot see the landing page until it is activated.
  • For Landing page Win Backs (through Klaviyo), Recharge only increments the Run count after a customer reaches your landing page. Because Klaviyo send data isn’t tracked in Recharge, tracking begins once a user lands on the page.
Win Back email link expiration

  • Win Back email links provide temporary access to the customer portal for security purposes.

    • Unopened emails: The link remains valid for up to one year after the email is sent.
    • Opened emails: Once a customer opens the email and accesses the link, their session expires after one hour.

  • After the one-hour session expires, the link no longer logs the customer in automatically. Customers can still access and redeem their Win Back offer by logging in to their customer portal.
Prepaid subscriptions
  • Prepaid subscriptions are compatible with Win Backs.
  • Customers who cancel a prepaid subscription may still have $0 shipments remaining. Set a long enough delay before sending any Win Back email to ensure customers receive all remaining shipments first.
Customer portal
  • Win Backs are only compatible with embedded customer portals, not hosted by Recharge.

  • The Customer cannot use discount codes setting in the customer portal does not apply to Win Back discount codes. These discounts are automatically applied through the flow and are not entered manually by the customer.
Payment method
  • If your store does not use frictionless payments, only inactive customers with a valid payment method and address saved in Recharge can view the landing page.
  • If your store has this update enabled, customers with an invalid payment method can view the landing page and are prompted to add a credit card before reactivating the subscription.
  • If you use the Win Backs: Through Klaviyo option and use Recharge’s pre-built Subscriber Win Back flow in Klaviyo, you can safely remove the Klaviyo flow filter that excludes customers with the cancellation reasons “Max Number of Charge Attempts Reached” and “Failed Payment Flow Max Retries.” Since there's no need to filter out customers with invalid payment methods, these filters are unnecessary. This does not apply to Win Backs: Through Recharge.
Discount codes
  • Make sure to only use supported discount codes when configuring discounts to offer through Win Back campaigns.
  • You must create your discount codes in both Shopify and Recharge.
  • The Win Backs: Through Klaviyo by default displays the discount incentive. If your discount code has specific conditions, such as a minimum purchase, the discount will display to customers, but will not apply unless the customer meets those conditions. Make sure your landing page clearly states these requirements.
  • See Why didn't my customer receive their Win Back discount? for additional troubleshooting information if your customers are not receiving their discounts.
Bundles
  • Customers can reactivate preset and customizable bundles through Win Backs, however, you cannot offer a customizable bundle as a free gift in a reactivation flow.
  • Customers are subscribed to the original bundle contents when they reactivate. You can bulk swap bundle selections if the original bundle contents are no longer available.
Expired subscriptions
  • Customers cannot reactive expired subscriptions through Win Backs, and they are not displayed on the landing page.
Dynamic pricing
  • Win Backs is not compatible with Dynamic Pricing.
Product inventory
  • Win Backs: Through Klaviyo do not account for product inventory. Customers can still reactivate out-of-stock products, and the order either fails or processes successfully depending on your order processing settings.
Free gift incentives
  • When you add a free gift incentive to a landing page and you use Product Subscription Plans, you must make sure to set the free gift to available as a one-time product, otherwise, the landing page displays an error.

Resources

Landing pages

Drip campaigns

Win backs

 

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