How to Nudge Users to Renew Their Subscription

Introduction

A Subscription Renewal Journey aims to nudge users to renew their subscription when their current subscription is almost over. Planning the same is important for the following reasons:

  • It is usually more cost-effective to retain the existing users than to acquire new ones, and making users renew the subscription is the best way of holding on to them. This also helps you to increase your revenue.
  • Moreover, this process will help us get better feedback from users when you see less motivation to renew. This will help us solve issues and thus finally help us provide a better customer experience.

A golden rule to follow while nudging users to renew is to focus on highlighting the value proposition and the benefits that they would lose if they do not renew. Also, making sure to choose the right channel and sending the message at the right time takes the impact a long way.

In this article, we will create a Flow campaign to nudge users to renew their subscription. We will use the Conditional Split and Next Best Action features in Flows to achieve this use case. We will learn how to configure multiple nudges (before 10 days, 6 days, and 1 day) before the expiry of the subscription date.

Expected Result

Users receive a Push Notification on their phone to renew their subscription:

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Users receive an Email message to renew their subscription:

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Prerequisites

  • Events to track the action of a user starting to renew the subscription and the related information such as the platform, subscription category, price. To understand how to track events, refer to the Developer Guide. In this example, we will name the event as "Subscription Renewal Started".
  • Events to track the action of a user completing the payment successfully and the related information such as the platform, subscription category, price. To understand how to track events, refer to the Developer Guide. In this example, we will name the event as "Subscription Successful".
  • User properties to track the subscription category of the users and renewal date. To understand how to track this information through user properties, refer to the Developer Guide. In this example, we will name the user properties as "ENT- Subscription Category" and "ENT- Subscription Renew Date".  
  • Settings for one or more channels such as Push, Email, SMS, or WhatsApp.

Create a Flow

In this section, let us create a Flow to engage with your customers and nudge them to renew their subscriptions.

Add Flow Details

  1. Navigate to Engage > Flows and click + Create Flow or navigate to the sidebar, click + Create new, and then click Flow.
  2. Click + Start with a blank canvas to start building your flow for the use case. You are taken to the first step “Details and goals”.
  3. Enter the following details:
    • Flow Name: Enter a flow name. For example, "Subscription Renewal".
    • Flow tags: Select the required flow tags.
  4. Under the Conversion goal section, turn the Exit on conversion toggle on to exit users who convert by doing the event “Subscription Successful”. This is your primary conversion goal, which triggers when a user completes the payment successfully to renew the subscription. image-20231212-190042.png
  5. Click Next to move the second step “When will users enter the flow”. This step helps you define when to allow the user inside the flow. 
  6. Under Users enter the flow, select the At Fixed Time card. image-20231212-190218.png
  7. Under Periodic, select Daily and then mention the start date and the send time.
  8. Turn the Limit user entry into the flow toggle on to define the maximum time a user can enter the flow. Defining such limits helps you control users from re-entering the flow repeatedly and thus avoid spamming them too much, which in turn provides a better user experience.
  9. Click Next to move to the third step “Who will enter the flow”. This is where you will select the target audience for your Flow.
  10. Under Audience, select User property and define users who have their "ENT- Subscription Renew Date" user property coming up in the next 10 days. image-20231213-022014.png
  11. Click Next to move to the canvas section where you can define the Flow structure that you want the user to move through.

Define Flow Structure

  1. Click the + icon. A drawer is displayed.
  2. Under Conditions, add the entry condition as “Conditional Split” to split users based on the number of days they have to renew. image-20231213-021712.png
  3. Add a Next Best Action (NBA) stage in the first two branches and a channel of your choice in the third branch to send a message reminding users what will they miss if they do not renew their subscription. The tone of the message can be of urgency and insisting in branch 1 whereas the tone can be of creating FOMO for users in branch 2. However, we can have a neutral tone for the Others branch because there are a good number of days left. For more information, refer to Next Best Action in Flows.
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    Information


    The Next Best Action option under Action is available only in the Enterprise plan and it is an add-on for other plans.

  4. It is important to note that adding an NBA will help us reach out to each user in the right channel at the right time. This will help us increase the chance of higher engagement which in turn will help us to improve conversion. image-20231213-023159.png
    1. To define your Next Best Action stage, hover your mouse on the same and click on the edit icon. The Next best action pop-up is displayed.
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    2. From the Choose a fallback channel drop-down list, select a channel. A fallback channel is used when MoEngage does not have enough data to predict what is the preferred channel for a user.
    3. In the Default time to send section, select an option. The default time is used when MoEngage does not have enough data to predict what is the best time to send the communication to a user.
    4. Click Done.
  5. Define the message in each of the channels (Push, Email, and SMS) that you would like to use.
  6. Additionally, if you have information about the user such as their name and gender, use the same to personalize the message while editing your Action campaign. Also including the details about the previously purchased plan using the attribute “ENT- Subscription Category” will make the message more contextual and thereby increasing the chance of making the user feel connected. For more information, refer to Personalization in Flows.
  7. While defining a Push notification, use the deep linking option to add a URL that takes your users to the exact page from where they can complete the purchase. This reduces the chance of drop-off and helps the user focus on what we would like them to do directly. image-20231213-024456.png
  8. After the NBA stage above or the Action stage based on the channel, you can have a "Has done event" stage to check if users have completed renewal by looking for the event "Subscription Successful". Set Keep evaluating for the next as 1 day to wait at the maximum before moving your users who have not renewed yet. image-20231213-024920.png
  9. Make sure to have some gap between any two communication to avoid spamming the user by using a Wait Stage. For more information, refer to Add Controls to Flow.
  10. Click Publish.

Conclusion

In this use case, we create a Flow campaign to nudge users to renew their subscription.

  • Now that we have published the Flow, we can analyze how well our Flow is performing.
  • We can understand how many users entered the flow because of our campaign. Create a segmentation on the “User Entered Flow” event by mentioning the “Flow ID”. For more information, refer to Users who have entered/exited the Flow.
  • We can also understand how many users actually renewed their subscription because of our campaign. Create a segmentation on the “Flow Trip Conversion” event by mentioning the “Flow ID”. For more information, refer to Conversion Tracking and Attribution in Flows.

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