User Guide
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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.

Abandoned Subscription Details

✅ 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).

📊 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.

Trial / Freemium Variants

Use tailored flows for trial and freemium users based on engagement level and intent signals:

  • Trial Kickstart: Nudge new trial users with little or no activity to complete their first meaningful action.
  • Trial Upgrade: Guide engaged trial users from seeing value to choosing and activating a paid plan.
  • Trial Rescue: Re-engage users who canceled their trial early and motivate them to restart or subscribe.
  • Freemium Upgrade: Prompt active freemium users hitting limits or locked features to move to a paid plan.

Trial Kickstart

Help inactive trial users reach the first “aha” moment. This flow is for users who started a trial but haven’t done the core action yet. The goal is not to sell a plan — it’s to remove friction, show the quickest path to value, and get them to complete the first meaningful step. Limit communication so users don't cancel the trial.

Trial Kickstart Details

✅ 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.

Trial Upgrade

Convert active trial users by translating usage into outcomes + the right plan. This flow is for users who have already hit an activation milestone during the trial. The goal is to reinforce the value they’ve already experienced, match them to the best plan, and use light deadline framing as the trial ends.

Trial Upgrade Details

✅ 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.

Trial Rescue

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

Trial Rescue Details

✅ 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).

Freemium Upgrade

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

Freemium Upgrade Details

✅ 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.

Updated about 1 month ago