LostChurn Docs

Create targeted reactivation campaigns that bring churned customers back with personalized offers and messaging based on why they cancelled.

Win-back campaigns are reactivation-specific campaigns designed to bring churned customers back to your product. They combine the timing of reactivation triggers with personalized messaging based on cancellation reason data captured through your cancel flows.

Creating a Win-Back Email Sequence

A win-back campaign consists of a reactivation campaign (which controls timing and offers) linked to a standard campaign (which controls the message sequence).

Step 1: Create the Message Campaign

Start by creating a campaign in Campaigns with a multi-step email sequence. A typical win-back sequence includes three touches:

Step	Timing	Purpose
1	Day 0 (trigger fires)	Acknowledge the cancellation, remind them of value
2	Day 3	Highlight what's new or what they're missing
3	Day 7	Final offer with a time-limited incentive

Each step uses a template with personalization variables. LostChurn can pull in the customer's name, their cancellation reason, and any offer details automatically.

Step 2: Create a Reactivation Campaign

Create a reactivation campaign specifying:

Name -- a descriptive name like "30-Day Win-Back - Price Sensitive"
Trigger days -- how many days after cancellation to start outreach
Offer (optional) -- link to a discount offer for incentive-based win-backs
Campaign -- the message campaign created in Step 1

Step 3: Activate

Set the campaign to active. LostChurn will automatically enroll churned customers when they hit the trigger window.

Personalization Based on Cancellation Reason

The most effective win-back campaigns tailor their messaging to why the customer left. If you have cancel flows configured, LostChurn captures the cancellation reason and sub-reason through survey responses. Use this data to segment your reactivation campaigns.

Mapping Reasons to Strategies

Cancellation Reason	Recommended Strategy	Example Message
Too expensive	Discount or downgrade offer	"We've added a new plan that might be a better fit for your budget."
Missing features	New feature announcement	"We just shipped [feature] -- the exact thing you asked for."
Switched to competitor	Competitive comparison	"Here's what's changed since you left, including [differentiator]."
Not using it enough	Re-engagement with tips	"Most customers see results after trying [specific workflow]. Here's a quick guide."
Temporary / seasonal	Simple reminder	"Ready to pick up where you left off? Your data is still here."

Campaigns personalized by cancellation reason see 2-3x higher reactivation rates compared to generic win-back emails. Always segment when you have the data.

Offer Strategies

Offers give customers a concrete reason to come back. LostChurn supports several offer types that can be attached to reactivation campaigns:

Discount Offers

Offer a percentage or fixed-amount discount on the first month (or several months) back. Best for price-sensitive churns.

Light discount (10-15%) -- minimal revenue impact, good for testing
Moderate discount (20-30%) -- strong pull for price-sensitive customers
Deep discount (40-50%) -- use sparingly for high-LTV customers only

New Feature Announcements

No discount needed. Instead, highlight a feature or improvement that addresses the customer's stated reason for leaving. This is the highest-margin reactivation strategy since there is no revenue concession.

Seasonal or Event-Based Campaigns

Time reactivation around natural re-engagement moments:

New year planning season
Product launches or major updates
Industry events or conferences
End-of-quarter budget cycles

Timing Best Practices

When you send the win-back campaign matters as much as what you send.

Recommended Timing Windows

Window	Best For	Notes
7-14 days	Involuntary churn (recovery exhausted)	Customer didn't choose to leave; act fast
30 days	Voluntary churn, recent	Still remembers the product; highest conversion
60 days	Voluntary churn, with new value prop	Enough time to ship something new to talk about
90 days	Final attempt / seasonal	Last chance before the customer fully disengages

Staggering Multiple Campaigns

You can create multiple reactivation campaigns for the same merchant at different trigger windows. For example:

Day 14 -- "We miss you" with a 10% discount
Day 45 -- "Here's what's new" with feature highlights
Day 90 -- "Last chance" with a 25% discount

Avoid overlapping campaigns that would send messages too close together. Space your trigger windows at least 14 days apart to prevent fatigue.

Measuring Reactivation Rate

Track win-back performance through the reactivation attempt statuses and campaign engagement metrics.

Reactivation Attempt Statuses

Each reactivation attempt moves through these statuses:

Status	Meaning
Pending	The attempt has been created and the win-back campaign is active
Reactivated	The customer has re-subscribed successfully

Campaign-level engagement (email delivery, opens, and clicks) is tracked through the linked campaign and its communication logs, which record delivery statuses including Sent, Opened, and Clicked.

Key Metrics to Track

Reactivation rate -- percentage of attempts that result in re-subscription
Time to reactivate -- days between campaign send and re-subscription
Revenue recovered -- MRR from reactivated customers
Offer redemption rate -- percentage of reactivated customers who used a discount
Cost per reactivation -- campaign cost divided by successful reactivations

Optimizing Over Time

Compare performance across:

Timing windows -- which trigger_days value produces the highest reactivation rate
Offer types -- discount vs. feature announcement vs. no offer
Cancellation reasons -- which segments are most responsive
Message sequences -- test different subject lines and copy with A/B testing

Next Steps

What is Reactivation? -- understand the fundamentals
Cancel Flows -- capture the cancellation reasons that power personalization
Campaigns -- build the message sequences for your win-back campaigns

Win-Back Campaigns