Pause instead of stop
Pausing, resuming and moving the delivery date is something the customer does in the portal, without a ticket and without ordering again.
Read more Retention
Reduce churn: keep subscribers on board longer
A cancellation is usually a request for something else: less often, later or cheaper. Loyalo offers that alternative at the moment a customer wants to stop, recovers failed payments and gives customers who stopped a reason to come back.
- 4
- kinds of offer when cancelling
- Up to 6
- new attempts after a failed payment
- 1 click
- skip or reschedule from the email
- € 0
- extra: retention is in every plan
Voluntary churn
An offer that fits the cancellation reason
Someone with too much at home does not want a discount but a pause. Someone who finds it too expensive does not want a pause but a lower price. That is why Loyalo asks for the reason first and then makes one offer.
In the portal
First the reason, then the alternative
The customer chooses why they want to stop and sees an alternative that belongs to that reason right away. One button to take the offer, one button to cancel after all. There is no maze in between.
- The customer gets the offer once, before the subscription stops
- Cancelling always stays one click away
- The reason is kept, so you see why customers want to stop
In your dashboard
You choose the offer per reason
You set up to ten reasons and choose for each one what the customer is offered. Below the settings you see what it brought in the last ninety days.
- A discount on the next deliveries, for a number you choose
- Skipping the next delivery
- Pausing for a number of months
- Delivering less often, with the same discount
- A waiting period, so 'cancel' does not become a discount button
How a cancellation goes
- 01
The customer clicks cancel
In the portal, without having to call or email. You can set a minimum term and a notice period.
- 02
They pick a reason
From the list you made, such as 'too expensive', 'too much at home' or 'away for a while'.
- 03
They get one offer
The offer that belongs to that reason. When they accept, the subscription continues with the discount, the pause or the new rhythm.
- 04
You see why
When the customer cancels after all, the reason is under Analytics, next to the share of customers who stayed after an offer.
Involuntary churn
Dunning: recovering failed payments
Some subscribers stop without wanting to: the card expired or the balance was just too low. You solve that with a schedule of new attempts and a customer who hears about it in time.
Retries
New attempts on the days you choose
When a collection fails, Loyalo tries again, by default after 1, 3 and 5 days. The customer gets an email with every attempt. You choose what happens when all attempts fail.
- Up to six attempts, on days you enter yourself
- Attempts just before payday move to the morning after
- For iDEAL a payment link that renews the mandate at once
- After that: pause, cancel or leave it
- An email when the card expires before the next delivery
Win-back
A reason to come back
A few weeks after cancelling the customer gets a personal discount code. The code can be used once and only by that customer. It happens once per subscription, and not when the customer still has another subscription.
- You choose after how many days, how much discount and how long the code is valid
- With Klaviyo you get the event 'Winback Offer' for your own flow
- You see how many codes were sent and how many customers came back
Before the cancellation
Give subscribers a reason to stay
The best cancellation is one that is not needed. A subscription that moves with the customer is stopped less quickly.
One-time extras
Something extra with the next delivery
In the portal subscribers add a single product to their next delivery, with a discount only they get. It is charged with that delivery and then leaves the subscription again.
- You choose the products and the maximum per delivery
- Paid by card or through the iDEAL mandate
- You see how many extras are waiting and what they brought in
Flexible is more loyal
One click from the email
The email about the next delivery has buttons to skip or reschedule right away. The link works once and asks for no login.
Swapping products
Choosing another flavour or size works within the same plan, keeping the discount. Boredom is no longer a reason to cancel.
Earning on every delivery
With Customer Loyalty every delivery earns points, and a higher tier gives a discount or free shipping.
Read more Measuring
What you measure, you can improve
Under Analytics you find the figures that show whether your retention works, per period of 30 days, 90 days or a year.
| Figure | What it tells you |
|---|---|
| Churn | The share of subscriptions cancelled in the period, divided by what was running at the start |
| Cancellation reasons | Which reasons customers choose most often |
| Offer accepted | The share of customers who stayed after an offer |
| Paid after all | The share of deliveries that were paid after a failed attempt |
| With a payment problem now | How many subscriptions are waiting for a new attempt right now |
| Cohorts | Which part of the subscriptions from a start month is still running after 1, 2, 3, 6 and 9 months |
Following up
Nothing stays unnoticed
A schedule only works when you see what it does. Subscriptions with a problem come to the top by themselves.
See what you can measure- Subscriptions with a failed payment are at the top of the list, with the next attempt next to them
- 'Retry now' collects once more right away
- The Status page shows tasks that went wrong, with the error and a button to retry
- Every change and every attempt is in the history of the subscription
Frequently asked questions about churn and retention
What is churn for subscriptions?
Churn is the share of subscribers who stop in a period. Loyalo calculates it as the number of cancelled subscriptions divided by the number of running subscriptions at the start of the period. Voluntary churn is a customer who cancels; involuntary churn is a subscription that stops because a payment fails.
What is dunning?
Dunning is following up failed payments: trying the payment again and telling the customer something went wrong. In Loyalo you set the days of the new attempts, the customer gets an email with every attempt and you choose what happens when everything fails.
Can I make a different offer per cancellation reason?
Yes. For every reason you choose a discount, skipping a delivery, pausing, delivering less often or no offer. When the customer picks no reason, the default discount you set applies.
Does a customer get a discount every time they click 'cancel'?
No. You set a period in which the same subscription gets no new offer, for example ninety days.
How often does Loyalo retry a payment?
As often as you set, up to six times. By default three times: after 1, 3 and 5 days. An attempt in the four days before payday can move to the morning after automatically.
What is a win-back?
An email with a personal discount code for a customer who stopped, a number of days after cancelling that you set. Loyalo sends it, or you build your own flow in Klaviyo on the event Loyalo sends along.
Can I set a minimum term or a notice period?
Yes. You set a minimum number of deliveries and a notice period of at most a month. When a customer cancels earlier, the subscription stops after the term or the notice period and they get a confirmation of that.
What happens when a product is out of stock on the collection day?
You choose: collect anyway, wait a few days and try again, or skip the delivery.
Does retention cost extra?
No. The cancellation flow, retries, win-back and one-time extras are in every plan.
Read on: Setting up retention and dunningBlog: reducing churnBlog: dunning for failed payments
Demo
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See where your subscribers drop off
In a demo we walk through the cancellation flow, the retries and the figures behind them.