Acquisition Stage

Convert high-intent paywall users + trial/freemium users into subscribers using behavior-based branching.

Abandoned Subscription

Primary Web2App revenue lever. A well-paced abandon series typically adds +5–10% revenue and makes email a #2–#3 channel after paid acquisition.

Start/Stop conditions

• Start when a user reaches the paywall/checkout (the PaywallViewed/OnboardingCompleted events) but does not start a subscription within the abandonment window (e.g., 15–60 minutes).
• Stop when SubscriptionStarted.

Audience: High-intent visitors who hit paywall/checkout in the last 7-14 days and haven’t purchased.

Workflow description

• Structure: A sequence of ~7 messages separated by Timer and Check blocks.
• After message #4, add a Check block: if no opens/clicks in the last message — stop (domain protection).

Data & personalization

• Event payload example: email.
• Message personalization: Use Velocity variables that will be replaced with data from additional contact fields collected during the onboarding survey. E.g., $personalWeight, $personalWeightUnits, $personalTargetWeight, $personalWeightUnits.

Timing

• Message 1 (email) without discount: T+15–60 min after abandon (fast, helpful).
• Follow-ups with discount: T+4h; T+1d; T+2d; T+3d; T+5d; T+7d.

Channel mix

• Web2App: Email.
• Direct Install (SKAN): Trigger Push/In-App notification on next session (AppOpened).

Success metric: Incremental subscriptions.

Regular workflow to a segment — Optional launch method

If PaywallViewed/OnboardingCompleted event streaming isn’t available, you can run Abandoned Subscription as a regular workflow targeted to a dynamic segment. This method allows for evaluating eligibility once per hour.

How it works

1. Build a segment with new contacts who do not have a subscription using data from contact fields.
2. Create a Regular Workflow for a segment, schedule it to run hourly, and attach your messages.
3. Keep your Stop conditions the same (on SubscriptionStarted).

See Abandoned Subscription email examples in Reteno Gallery >

Read the full Abandoned Subscription guide >

Trial / Freemium Variants

A. Trial — Not Used

The user hasn’t engaged yet — nudge gently toward the first meaningful action without adding pressure. Limit communication so users don't cancel the trial.

Start/Stop conditions

• Start when TrialStarted and no CoreActionDone within 12–24h.
• Stop when CoreActionDone, SubscriptionStarted/SubscriptionCanceled, or TrialExpired occurs.

Audience: Trial users with low/no activity in the first 1–2 days.

Workflow description

• Structure: 1–2 messages with timers; stop after first meaningful action.

Data & personalization

• Event payload example: Email.
• Message personalization: Use available user data.

Timing

• Message 1: T+12–24h after TrialStarted (helpful nudge).
• Follow-up: T-1d before trial end.

Channel mix

• Push for quick nudges.
• Email for step-by-step guidance.

Success metrics: Activation Rate, trial-to-paid conversion

B. Trial — Used

Convert engaged trial users by tying value to outcomes, then presenting the right plan.

Start/Stop conditions

• Start when TrialStarted and CoreActionDone are present (or usage threshold reached) within the first 1–3 days.
• Stop when SubscriptionStarted, TrialExpired, or SubscriptionCanceled.

Audience: Engaged trial users with demonstrated intent.

Workflow description

• Structure: 3–6 messages: value recap → social proof → plan fit → gentle urgency.

Data & personalization

• Event payload example: Email.
• Message personalization: data on usage-based milestones and goals from additional fields.

Timing

• Message 1: T+24–48h after activation milestone.
• Follow-ups: T-3d; T-1d; T-0 (trial end day).

Channel mix

• Email for value narrative.
• Push for deadline reminders.

Success metric: Trial-to-paid conversion.

C. Trial — Early Cancel

Prevent churn by motivating users to restart the trial and offering a discount after the trial ends.

Start/Stop conditions

• Start when TrialCanceled occurs before trialExpireDate.
• Stop when SubscriptionStarted or the user confirms cancellation intent.

Audience: Users who canceled the trial early.

Workflow description

• Structure: 2–4 messages offering a discount after the trial ends; timers.

Data & personalization

• Event payload example: Email, planName.
• Message personalization: Use available user data.

Timing

• Message 1: Immediately after cancel.
• Follow-ups: T+1d; T+3d (only if still canceled).

Channel mix

• Email.

Success metric: Recovered conversions.

D. Freemium

Upgrade nudges for freemium users based on intent signals (feature clicks, limits hit, repeated usage).

Start/Stop conditions

• Start when FreemiumStarted occurred.
• Stop when SubscriptionStarted or SubscriptionCanceled, or the user becomes inactive for 7–14 days.

Audience: Active freemium users with upgrade intent signals.

Workflow description

• Structure: 2–3 messages per week; Timers.

Data & personalization

• Event payload example: lockedFeatureName, paywallDeepLink.
• Message personalization: highlight the exact feature/limit they hit + outcome-based benefit.

Timing

• Message 1: within 12–24h after starting trial.
• Follow-ups: 24–72h later with examples/ROI.

Channel mix

• In-app for real-time upgrade UI.
• Push/email as follow-up reinforcement.

Success metric: Freemium-to-paid conversion.