# Trial Expiry Reminder Page: https://alidemirbas.com.tr/en/lab/journeys/trial-expiry-reminder Trial ending → reminders by activation state → paid plan or expiry ## Purpose Use the last 7, 3 and 1 days of a trial to address the user's current activation state. Goal: Expiry & Renewal · Category: Retention & Subscriptions ## Steps - **Trigger**: Trial ends in 7 days - **Decision**: Was the core value event completed? - Yes: Email: Share the end date and plan options - No: In-app: Show the missing activation step - **Action**: Email: Share the end date and plan options - **Action**: In-app: Show the missing activation step - **Wait**: Wait until 3 days remain - **Decision**: Paid? - Yes: Paid conversion completed - No: Push: Trial ends in 3 days - **Action**: Push: Trial ends in 3 days - **Wait**: Wait until 1 day remains - **Decision**: Paid? - Yes: Paid conversion completed - No: Email: Explain access after expiry - **Action**: Email: Explain access after expiry - **Exit**: Paid conversion completed - **Exit**: Wait for trial expiry ## Guardrails - Remove users who pay immediately. - Describe access after the trial accurately. ## Core rule Each reminder answers the next open question instead of repeating the countdown. ## When to set it up When most trials run out without a paid plan or the core value event, or users ask support what happens to their data once the trial ends, this journey has a job to do. Before building, confirm that trial start and end dates, paid conversion and the core value event are tracked per account. You need the email address, in-app messaging for signed-in users, and push permission; settle the real post-trial access rules before writing the messages. If users cannot get past the first step inside the trial, look at the in-product setup flow first; a countdown reminder will not remove that obstacle. ## How to set it up - **Trigger and entry**: A trial 7 days from its end enters the journey. Assign active trials at random, at entry, to the journey group or a control group that receives none of this flow's messages; make the split before the activation branch. - **Who must not enter**: Accounts already on a paid plan and trials that have already ended stay out; if a trial is extended, update the running instance's end date instead of opening a second one. Every instance tracks one active trial; accounts with no measurable usage stay out because they cannot be branched. - **Timing and channels**: At entry, accounts that completed the core value event get an email with the end date and plan options; the rest an in-app message with the missing step. With 3 days left, a push goes out unless the account has paid; with 1 day left, if still unpaid, a final email explains how access changes. - **Exit and handoff**: An account that moves to a paid plan is removed the moment it pays; the checks at 3 days and 1 day catch it at the latest, the journey ends at Paid conversion completed and remaining messages are cancelled. After the final email the journey closes at the wait-for-expiry exit; no handoff to another journey. - **Frequency and consent**: No trial gets more than three messages: email or in-app message first, then push, then email. Push goes only to accounts with permission on, email only to subscribed accounts, and the in-app message shows when the user signs in. What you say about access, data and billing must match the real terms exactly. ## How to measure success **Incremental paid conversion before expiry vs control**: The real question is whether reminded trials convert to a paid plan before the end date more often than the control group does; an opened push or a visit to the pricing page is not a conversion. Every active trial assigned at entry, journey group and control group together, is the denominator; the numerator is the accounts on a paid plan by the trial end date, and the follow-up window is that same end date for both groups. The gap between them is the journey's effect, and delivery or click status does not change the denominator. Also track: - **Activation rate**: Among accounts that had not completed the core value event at entry, the share that complete it before the trial ends; the intermediate step the in-app message aims at, read separately for both groups. - **Conversion per touch**: Count paid conversions after the first touch, after the push and after the final email separately; if the final email brings no conversions, remember its job is to explain access, not to sell, and judge it on that. - **Result by activation state**: Compare journey and control separately in the branch that reached value and in the one that did not; they start with different messages, and a total can hide one branch failing. - **Push opt-outs and unsubscribes**: Permission lost after the push and unsubscribes after the emails are the cost of this journey; if they climb, revisit the tone or the number of the closing messages. ## What to watch when reading the result - Should the journey group's paid conversion rate before expiry come in no higher than the control group's, the reminders only moved a decision those accounts had already made a few days earlier; opens and clicks do not close that gap. Put opt-outs and unsubscribes next to the conversion difference and decide on both. - What you learn applies to these three touches at 7, 3 and 1 days out, in this order: email or in-app message first, then push, then the final email. Do not credit a paid conversion that arrives after the trial has ended to this journey; the follow-up window closes on the end date, and later conversions are measured separately. - Paid conversion in the last week of a trial can be a fairly rare event, so small gaps blur into chance; work out the control group's conversion rate and the smallest gap you care about in the [sample size calculator](https://alidemirbas.com.tr/en/calculators/sample-size-calculator), then divide the trials needed per group by the daily number of trials entering to see how many days the test must run. - If a paying account was told its access ends tomorrow, the flows are not reading the same current state; fix those leaks before reading the result. The final email must not imply a charge where there is no automatic billing or deletion where data is kept; a conversion won on a false description of access does not last. ## Frequently Asked Questions ### Should trial reminders at seven, three and one day say the same thing? No. This example changes the message's job. The first addresses activation or plans and expiry. Later contact highlights the date, and the final message explains access changes. Three identical countdown messages are unnecessary. ### Should expiry reminders stop after paid conversion? Yes. Recheck paid-plan and trial status before each later send. Update dates when a trial is extended. Telling a paying user that access ends tomorrow signals inconsistent state across the sequences. ### How should the end of a trial be explained? State the actual effect on access, data and any billing. Do not imply an automatic charge where none applies, or data deletion where data remains. Give the user an actionable next step.