Map at least these stages: New User (days 0-1), Onboarding (days 1-7), Trial Period (if applicable), First Billing Cycle (month 1), Established Subscriber (months 2-6), Loyal Subscriber (6+ months), At-Risk (engagement declining), Churned (canceled), and Win-Back (post-churn). Each stage needs different messaging and goals.
You need: 1) A subscription management platform like Botsi (to send real-time subscription events), 2) A CRM/messaging platform like Braze, Customer.io, or OneSignal (to deliver messages), and 3) An analytics tool to measure impact. Botsi integrates with major CRMs so subscription events automatically trigger the right messages at the right time.
During critical periods (first week, trial end), 3-4 messages per week across channels is acceptable if they are relevant and valuable. For established subscribers, 1-2 per week is the sweet spot. Always use preference centers so users can control frequency. The principle: every message should be either useful or delightful — never just promotional.
The total revenue a user is expected to generate over the entire duration of their relationship with your app. LTV is a foundational metric for forecasting revenue, setting CAC targets, and evaluating the long-term impact of product or pricing decisions.
The process of adapting your app's content, pricing, messaging, and visuals for different languages, regions, or cultural norms. Effective localization improves global conversion rates, user trust, and long-term retention in international markets.
User interactions that originate from lock screen surfaces - such as notifications, widgets, or Live Activities - without launching the full app. These lightweight touchpoints help boost engagement, reinforce habits, and improve retention with minimal friction.
The percentage of users who remain active and/or subscribed after extended periods (e.g., day 30, day 90, or day 180). Particularly important for subscription apps with annual plans or freemium models where monetization happens later in the user lifecycle.
A key profitability metric that compares the average Lifetime Value of a user to the average Customer Acquisition Cost. A ratio of 3:1 is often cited as a healthy benchmark for sustainable growth and efficient marketing spend. But lifetime value is measured differs across apps and industries, so don't use this as a hard and fast rule
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