Marketing actions to reduce churn

Key points

To reduce subscription churn on a Ciklik box shop, three marketing actions work together: the cancellation flow, the anti-churn campaign and follow-ups to inactive subscribers. The cancellation flow asks subscribers who want to cancel why they are leaving, then offers them a pause or a discount on their next renewal. The anti-churn campaign sends a promotional offer to subscribers whose order was closed after the payment attempts failed, while their subscription stays active. Follow-ups target inactive subscribers and those whose credit card is about to expire. The revenue generated by these actions is tracked in KPI > Revenue Recovery.

In subscription models, one of your priorities will be to retain your subscribers, and thus optimize their retention.

Action 1: Activate the Cancellation Flow

Activating the cancellation flow will allow you to build different scenarios when a customer attempts to unsubscribe from their account, to encourage them to stay subscribed.

You will first ask them to answer one or more questions to understand the reasons for their unsubscription: is it a problem with product quality, delivery, the subscription offer, …

You will find the answers to these questions in Marketing > Unsubscription > Analysis and will thus know which levers to work on to improve your offer.

Once the questionnaire is completed, your customer will have 2 options:

pause their subscription or
continue with the cancellation of their subscription

In the first case, they will choose the pause duration for their subscription, after which it will automatically resume.

In the second case, you can offer them a discount of your chosen amount that will be applied to their subscription renewal to encourage them to stay subscribed.

Access the complete documentation article: Customize the cancellation flow

Action 2: Create an Anti-Churn Campaign

Creating an anti-churn campaign will allow you to recover a percentage of failed payments by automating follow-ups with customers who have an order closed due to payment failures.

When renewing a subscription, if the payment fails, 3 additional payment attempts are scheduled. If the last attempt fails, the order is closed for non-payment but the subscription remains active.

To recover this volume of failed payments, the anti-churn feature will allow you to follow up with your subscribers with a promotional offer encouraging them to accept it and thus finalize their order.

Access the complete documentation article: Set up an anti-churn campaign

Action 3: Follow Up with Inactive Subscribers

Set up this action from the application to send a targeted follow-up to inactive subscribers or those whose credit card is about to expire.

Access the complete documentation article: Follow up with inactive subscribers

Marketing Actions Tracking

Find detailed sales and revenue generated based on the marketing actions activated on your site from KPI > Revenue Recovery (see Dashboard and KPI).

Customize Automatic Emails

You have the ability to customize the subject and content of follow-up emails sent to your customers.

Click on Content > Email Templates, then on Edit next to the relevant email.

You have the option to keep a transactional text email format or create your own template.

Access the complete documentation articles: Using email templates

These automatic emails are sent on your behalf with an excellent deliverability rate.

Find deliverability and open rate information by email subject from Settings > Advanced > Sent Emails.

Frequently asked questions

How do I reduce subscription churn with Ciklik?

By activating the cancellation flow, creating an anti-churn campaign for orders closed due to failed payments, and following up with inactive subscribers or those whose credit card is about to expire. All three actions are set up from the Ciklik application of your box shop.

What happens to the subscription when every payment attempt fails?

By default, after a failed renewal payment, 3 more payment attempts are scheduled. If the last one fails, the order is closed for non-payment but the subscription stays active, so you can win the subscriber back with an anti-churn campaign.

Where can I see why my subscribers cancel?

In Marketing > Unsubscription > Analysis, which gathers your subscribers' answers to the cancellation flow questions.

How do I measure the impact of these actions on my revenue?

From KPI > Revenue Recovery, which details the sales and revenue generated by the marketing actions enabled on your site.

Can I edit the follow-up emails sent to my subscribers?

Yes. In Content > Email Templates, click Edit next to the relevant email to change its subject and content.