Acquisition Stage

✅ Start / Stop conditions

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

🎯 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 the workflow (sender reputation protection).

💡 Optimize with One from Many

Abandoned Subscription is the primary workflow for applying One from Many:

• Email deliverability: Use One from many at step 1 with 3–5 plain-text variants to find the first-touch email that maximizes Open Rate and builds sender reputation.
• Sequence swapping: Point multiple One from many blocks to the same message pool to discover which messages perform best earlier in the chain.

📊 Data & personalization

• Start event payload example: No additional data required.
• Message personalization:
  Use Velocity variables that will be replaced with data from additional contact fields collected during the onboarding survey.
  Examples:
  • $currentWeight
  • $targetWeight

⏱ Timing

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

📡 Channel mix

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

📈 Success metric

• Primary metric: Incremental subscriptions.

✅ Start / Stop conditions

• Start when:
  SubscriptionStarted and noTrialActivated within 12–24h.
• Stop when:
  Any of the following occurs:
  • TrialActivated
  • SubscriptionCanceled
  • TrialExpired

🎯 Audience

• Trial users with low or no activity in the first 1–2 days. If there is more than 48 hours of inactivity, do not interact with such users in any way.

🔁 Workflow description

• Structure:
  • 1–2 messages with timers.
  • Stop after the first meaningful action is completed.

📊 Data & personalization

• Start event payload example: No additional data required.
• Message personalization:
  Use all available user data (e.g., goals, preferences, platform) to make the first steps feel tailored.

⏱ Timing

• Message 1: +12–24h after SubscriptionStarted (helpful nudge to start).

📡 Channel mix

• Push: Quick nudges to open the app and start.
• Email: Step-by-step guidance and onboarding tips.

📈 Success metrics

• Activation Rate (first core action done).
• First payment rate.

✅ Start / Stop conditions

• Start when:
  TrialActivated
• Stop when:
  • TrialConverted
  • TrialExpired
  • SubscriptionCanceled

🎯 Audience

• Trial users with demonstrated intent, e.g.:
  • Reaching activation milestones
  • Completing key actions
  • Returning to the app multiple times

🔁 Workflow description

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

📊 Data & personalization

• Start event payload example: No additional data required.
• Message personalization: data on usage-based milestones and goals from additional fields.

⏱ Timing

• Message 1: +24–48h after activation milestone.
• Follow-ups:
  • -3d before trial end
  • -1d before trial end
  • `on the trial end day

📡 Channel mix

• Email: Main “value narrative” and plan explanation.
• Push: Short deadline reminders and return-to-app prompts.

📈 Success metric

• Trial-to-paid conversion.

✅ Start / Stop conditions

• Start when:
  SubscriptionCanceled occurs before trialExpireDate.
• Stop when:
  • SubscriptionStarted, or
  • The user confirms cancelation intent.

🎯 Audience

• Users who canceled the trial early, before experiencing full value.

🔁 Workflow description

• Structure: 2–4 messages:
  • Early messages: empathic “why you canceled” + value reminders.
  • Later messages: discount offer after the trial ends; use timers between sends.

📊 Data & personalization

• Start event payload example: planName.
• Message personalization:
  Use any available user data (e.g., initial goals, used features) to re-frame the value they are about to lose.

⏱ Timing

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

📡 Channel mix

• Email, Push/In-App (clear, contextual messages).

📈 Success metric

• Recovered conversions (users who subscribe after early cancel).

✅ Start / Stop conditions

• Start when:
  AppInstalled without Purchase.
• Stop when:
  • SubscriptionStarted, or
  • SubscriptionCanceled, or
  • The user becomes inactive for 7–14 days.

🎯 Audience

• Active freemium users with clear upgrade intent signals, such as:
  • Clicking on locked features
  • Hitting usage limits
  • Showing repeated usage patterns

🔁 Workflow description

• Structure:
  • 2–3 messages per week
  • Use Timers between nudges to avoid fatigue.

📊 Data & personalization

• Start event payload example:
  • lockedFeatureName
• Message personalization:
  • Highlight the exact feature/limit they hit.
  • Tie it to an outcome-based benefit (what they’ll achieve after upgrading); provide special offers.

⏱ Timing

• Message 1: Within 12–24h after starting freemium (or first strong intent signal).
• Follow-ups:
  24–72h later with examples, ROI, and concrete use cases.

📡 Channel mix

• In-app: Real-time upgrade prompts in the UI at the moment of intent.
• Push / Email: Follow-up reinforcement with benefits, cases, and offers.

📈 Success metric

• Freemium-to-paid conversion.