If you have more than a few thousand users, yes. Even a basic CRM setup with automated onboarding emails, trial expiration reminders, and win-back campaigns can significantly improve conversion and retention. Start simple with one tool (like Customer.io) and add sophistication as you grow.
Your subscription management platform (like Botsi) sends real-time events to your CRM — trial started, subscription renewed, payment failed, cancellation, etc. The CRM uses these events to trigger personalized messages at exactly the right moment. This integration is the backbone of effective lifecycle marketing.
At minimum: a welcome/onboarding series, trial expiration reminders (3 days and 1 day before), payment failure recovery emails, win-back campaigns for churned users (at 7, 30, and 90 days post-churn), and milestone celebrations for long-term subscribers. These five campaigns alone can improve retention by 15-25%.
The act of ending a subscription, either by the user or automatically due to billing failure. Understanding cancellation timing and reasons is key for designing retention strategies, deflection flows, and win-back campaigns.
A short feedback form presented during the cancellation process to understand why a user is choosing to leave. These insights inform product improvements, pricing strategy, and targeted win-back efforts.
The percentage of subscribers who cancel or do not renew their subscription over a given time period. Churn can be voluntary or involuntary and is a core metric for measuring retention health and forecasting revenue growth.
The ratio of users who click on a specific call-to-action (e.g., email link, push notification, paywall button) versus those who viewed it. CTR is a key engagement metric for evaluating creative performance and funnel effectiveness. Click-through-rate originated in the email and banner ad world, where everything was on a desktop. With mobile, some companies now call this same metric tap-through-rate since people are tapping on their phone vs clicking on desktop, but at the end of the day it's really the same type of measurement.
A method of analyzing user behavior by grouping users based on shared characteristics — most often the date they first installed or subscribed. This allows teams to compare retention, LTV, and monetization trends across cohorts over time.
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