Cancellation Confirmation

Cancelled subscribers who keep asking support when their access ends, or a churn report showing almost nobody returning after a cancellation, are the signal to build this. You need the cancellation event, the subscription's real access end date and its current status on the same record, consent for email and push, and return-offer eligibility defined per customer. If cancellations come from failed payments or a price change, address that cause first; an offer at the end of access will not win back someone who left for a different reason.

Incremental reactivation rate vs control

Reactivating more subscriptions in the group that gets the push and the offer than in the control group that gets only the confirmation email is what the journey must show; offer clicks and payment-page visits do not count.

How it is counted: Among all cancellation records assigned at entry to either group, the share whose subscription is genuinely active again within the same follow-up window from assignment; the gap between the groups is the journey's effect. Whether a message was delivered or opened does not change the denominator.

Also track

• Active at the end dateSubscriptions found active again at the first check on the access end date, as a share of those assigned; it separates people who came back before any offer from those who returned after it.
• Offer eligibility coverageOf the cancellations still inactive at the end date, the share with a defined return offer; when it is low, the offer step reaches few customers and the result rests mostly on the confirmation and push steps.
• Support contacts and unsubscribesTrack support contacts about billing or the access end date, push opt-outs and email unsubscribes; if the confirmation email does its job, date questions should fall.

• Trigger and entryEntry is the moment a subscription cancellation is confirmed. Everyone gets the confirmation email; at entry, split cancellations at random so that the control group receives neither the access-ending push nor the return offer from this flow.
• Who must not enterCancellations without a known access end date stay out, because the offer's start cannot be computed. One confirmed cancellation is one instance: no second flow opens for the same subscription, and a subscriber who reactivates and cancels again enters on the new cancellation record.
• Timing and channelsAn email with the confirmation and the access end date goes first, a push follows 3 days before access ends, then nothing until the end date. If the subscription is still inactive then and an offer is defined for the customer, the return offer email goes out; no offer starts while access is still running.
• Exit and handoffReactivation ends the journey at once and cancels any queued push or offer message. If no offer is defined at the end date, or the subscription is still inactive when the offer window closes, the journey ends in its own exit; nothing is handed to another journey.
• Frequency and consentOne cancellation can trigger three messages: the confirmation email, one push as access nears its end, and one conditional offer email. Send the push only where push permission exists, and the offer email only where email consent exists and a return offer is defined for the customer.

1. 1When the reactivation gap over control is near zero, the offer may be discounting customers who would have come back anyway. Opens of the offer email or visits to the payment page do not change that call; count only subscriptions that are active again.
2. 2What you measure belongs to this order: confirmation email, push 3 days before the end, offer only after access has ended, and the offer window. A reactivation that arrives after the follow-up window closes is not this journey's; the flow hands nothing off and closes in its own exit.
3. 3Few cancellations end in reactivation, so the outcome is rare. Enter the control group's reactivation rate and the smallest gap you care about into the sample size calculator to see how many cancellations each arm needs, and keep the follow-up window open at least until the offer window closes.
4. 4Moving the offer ahead of the access end date means measuring a different journey; do not compare the two results. If support contacts rise, first verify that the end date in the confirmation email matches the date on the subscription record.