What is Win-Back Campaign?
Definition
A marketing strategy designed to re-engage and reactivate former subscribers who have cancelled their subscriptions.
Understanding Win-Back Campaign
Win-back campaigns target churned subscribers with incentives to return. Common tactics include discounted re-subscription offers, highlighting new features added since cancellation, limited-time free access, and personalized messaging based on their original usage. These campaigns are often more cost-effective than acquiring new customers since former subscribers already know the product.
Timing matters — campaigns sent 30-90 days after cancellation have the highest success rates. For consumers, waiting to be targeted by a win-back campaign can result in significant discounts when resubscribing.
Related Terms
Churn Rate
The percentage of subscribers who cancel their subscription during a given time period, typically measured monthly or annually.
Retention Rate
The percentage of subscribers who continue their subscription over a given period, calculated as the inverse of churn rate.
Customer Acquisition Cost
The total cost of sales and marketing efforts required to acquire a new paying subscriber, calculated as total acquisition spend divided by new customers gained.
Cancellation
The act of ending a subscription, which stops future billing and eventually terminates access to the service.