Retargeting churned users, particularly those with expired subscriptions who are not on auto-renew, is a key strategy for re-engaging customers. By targeting these users effectively via email, businesses can encourage them to return to a previous offer or service. Here’s how you can accomplish this, based on our recommendations.
1. Implement Term-Specific Email Campaigns
One effective way to retarget churned users is through term-specific email campaigns. Here's the approach:
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Set up the email X days after subscription ends. This allows you to send a personalized email to each user based on their specific term.
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Include a Subscription Landing Page link in the email, directing users to the same subscription term they had before. To make this more targeted:
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Use UTM parameters to create several versions of the landing page, each corresponding to the term or offer the user previously subscribed to.
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This way, when a user clicks on the link in their term-specific email, they are redirected to an offer that matches their original subscription.
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2. Utilize Subscription Details Reports
For businesses looking to retarget based on more granular subscription data, the Subscription Details report can be a valuable resource.
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Use this report to generate a list of users whose subscriptions have expired, filtered by the specific term.
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Export this list and upload it to an external email marketing tool if needed. This allows you to send customized emails with redirection links back to the relevant subscription offer or landing page.
3. Create a Seamless User Experience
To increase the likelihood of churned users re-subscribing, it’s important to ensure a seamless experience:
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Ensure the Subscription Landing Page is tailored to their previous offer, reducing friction in the decision-making process.
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Timing is key: Sending the email a few days after the subscription has lapsed keeps the user engaged without letting too much time pass, which could lead to further disinterest.
To effectively target churned users onsite, the Churned Users C1x segment can be a powerful tool. This segmentation allows you to identify users who previously had a subscription but have since churned by focusing on their relationship status with your brand. By utilizing this, you can create a segment of users who no longer have an active subscription and are not on auto-renew. These users can be targeted directly on your website with personalized offers, content, or messages encouraging them to re-subscribe. This approach ensures you're engaging users with relevant content while they're actively browsing your site, increasing the likelihood of re-engagement.