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.

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 for 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 Smooth 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 experience

Create the Win Back experience 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 Back drip campaign or Win Back landing page, then click Get started to create the flow.
3. Click Manage settings to add a name to your Win Back experience.

Step 2 - Add the conditional branch node

Create multiple branches within an Experience 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 Experience

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

1. Click Show next to Canvas actions.
2. Drag and drop the Conditional Branch node onto the canvas.
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 customers must cancel to receive the targeted discount.
   • Instructions for fiiltering 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 customers must choose so that they can receive the targeted discount.

Step 3 - Design your landing page and activate the experience

Use the Landing Page node in your standard landing page or drip campaign experience to set up the targeted offer customers see when they access your landing page. Make sure to edit the offers on all nodes so that only customers that enter specific branches receive the offer.

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

Expected outcome

Once your experience is activated, 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:

Resources

Landing pages

• Getting started with Win Back landing pages
• How to create a Win Back landing page

Drip campaigns

• Getting started with Win Back drip campaigns
• How to set up a Win Back drip campaign

Win backs

• Win Backs
• How to edit a Win Back experience