WINBACK PROGRAMS
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WINBACK PROGRAMS ✸
SUNDAYS FOR DOGS
IMPACT
✸ DROVE +300% CVR LIFT IN PRICE-CHURNED SEGMENT THROUGH A/B TIMING TEST
REENGAGED LAPSED SUBSCRIBERS WITH A LIMITED TIME LA CARTE PROMOTION, GENERATING $39K IN INCREMENTAL REVENUE
✸ SAW A +122% LIFT IN REACTIVATION RATE FOLLOWING REBRAND ANNOUNCEMENT EMAIL
✸ COLLABORATED WITH CEO & MARKETING LEADERSHIP TO LAUNCH PROACTIVE RECOVERY CAMPAIGN DURING STOCKOUTS, ACHIEVING RECORD HIGH CVR OF 5.5% FROM CHURNED SUBSCRIBERS
✸ NURTURED HIGHLY ENGAGED CHURNED SEGMENT, DRIVING AVERAGE OPEN RATES ABOVE 75%
OPPORTUNITY
IT WAS CLEAR THAT THE SUNDAYS SUBSCRIPTION MODEL WOULD BENEFIT FROM STRATEGIC WINBACK FLOWS THAT ADDRESSED THE CORE REASONS CUSTOMERS CHURNED. WITH FEW EXISTING TOUCHPOINTS IN PLACE, LIFECYCLE CHANNELS WERE RIPE FOR TESTING, SEGMENTATION, AND PERSONALIZATION.
I LED THE IMPLEMENTATION OF NET NEW WINBACK AUTOMATIONS AND CAMPAIGN SEGMENTS. THESE TOUCHPOINTS would also align WITH THE OFFERS & STRATEGY IN THE ONSITE CANCELLATION FLOW—CREATING AN OPPORTUNITY TO BUILD A MORE COHESIVE, CONVERSION-DRIVEN WINBACK EXPERIENCE.
STRATEGY
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AUDITED CANCEL FLOW DATA TO SURFACE CUSTOMER-FRIENDLY LANGUAGE AND MORE NUANCED SUBCATEGORIES, ADDING CLARITY TO BROADER CHURN BUCKETS LIKE "PRICE." HELPED IDENTIFY CUSTOMERS WHO COULD AFFORD SUNDAYS IN SOME CAPACITY BUT NEEDED MORE FLEXIBLE FEEDING OPTIONS.
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DROVE IMPLEMENTATION AND QA FOR NET NEW WINBACK FLOWS AROUND TOP CHURN DRIVERS—LIKE PRICE, PICKINESS, AND DIGESTION ISSUES—TO DELIVER MORE RELEVANT MESSAGING, TIMING, AND VALUE WITHOUT INCREASING UNSUBSCRIBES.
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ALIGNED CANCEL FLOW OFFERS WITH EMAIL TIMING AND STRATEGY, ENSURING CUSTOMERS DIDN’T RECEIVE DUPLICATIVE MESSAGING OR WERE NUDGED BACK TOO EARLY (OR LATE) BASED ON THE MOST COMPELLING REASON FOR THEIR CHURN.
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MESSAGING THAT HIGHLIGHTED IMPROVEMENTS—LIKE FASTER SHIPPING OR BETTER UX—OUTPERFORMED PRODUCT-FIRST APPROACHES FOR CHURNED SUBSCRIBERS. THIS INSIGHT DIRECTLY INFORMED THE DESIGN AND TESTING OF A NEW LANDING PAGE BUILT SPECIFICALLY FOR REACTIVATIONS.
EXECUTION
