Launching A Winback Campaign

With 2023 coming to a close, a common challenge faced by community owners (and all subscription-based businesses), is the increased churn rate among subscribers. This period often prompts individuals to reassess their commitments and trim their subscriptions. But it’s also an opportunity to reconnect and re-engage with those members who are considering leaving or have recently left your community through a winback campaign.

At LaunchPass, we understand the importance of maintaining a thriving and engaged subscriber base, especially within Discord and Slack communities that operate on a pay-to-access model. So, we’re equipping you with these effective winback strategies and tools designed to help you win back lapsed subscribers and strengthen your community’s overall value and appeal. 

Let’s dive in.

Craft A Winback Campaign Offer

Before diving into the execution of your winback campaign, it’s crucial to first create an attractive and compelling offer. This is the cornerstone of your re-engagement strategy. A well-crafted offer not only entices past subscribers to return but also adds value to their membership. 

Here are key considerations and ideas for crafting your winback offer:

1. Understand Your Audience

Why did your community members leave? What would encourage them to return? Tailor your offer to address these reasons. For example, if cost is a factor, a discount might be appealing. If they’re seeking more value, consider offering exclusive content or access, and tease at new launches or value-adds on your community roadmap.

2. Types of Promotions

• Discounts on Subscriptions: Offering a reduced rate for a limited time can be a strong incentive.
• Access to Exclusive Content: Provide returning members with exclusive content or early access to new features.
• Tiered Offers: Create offers based on subscription duration or previous engagement level. If cost was a factor for churn, you can present a lower tiered offer that is less expensive, for example.
• Loyalty Rewards: Reward returning members with loyalty points or perks that can be redeemed within your community.

3. Use Stripe Coupons for Discounts

One effective way to run your win back campaign with your LaunchPass community is to provide discounts through Stripe coupons. These are very easy to create and manage:

• Creating Stripe Coupons: Read “How Can I Create a Coupon” for a step-by-step guide. This resource will walk you through creating various types of coupons, such as percentage discounts or fixed amount reductions.
• Customization Options: Stripe allows you to customize the duration, amount, and conditions of the coupon, enabling you to tailor your offer to fit your community’s needs.
• Easy Distribution: Once created, these coupons can be easily distributed via email or direct messages on Discord or Slack.

4. Communicate the Value Clearly

When promoting your offer, make sure to communicate its value clearly. Emphasize what makes it special and why it’s beneficial for them to rejoin now.

5. Create Urgency

Make the offer time-sensitive to encourage quick action. Phrases like “limited time offer” or “offer valid until [date]” can create a sense of urgency.

Execute Your Winback Campaign via Email

Email remains one of the most effective channels for re-engaging past subscribers. As you prepare to launch your winback campaign, here’s how to maximize the impact of your emails, particularly in promoting offers.

1. Segment Your Email List

Start by segmenting your email list. This allows you to tailor your messages to specific groups based on things like offer tier, or reasons for leaving. Tailored messaging resonates more effectively than a one-size-fits-all approach.

2. Craft Compelling Subject Lines

Your email’s subject line is the first thing your past subscribers will see. Make it catchy, personal, and intriguing, and make sure you highlight your offer! A good subject line can significantly increase open rates. 

3. Personalize the Email Content

Personalization goes beyond just adding the subscriber’s name. Reference their past interactions with your community or highlight what’s changed since they left. This personal touch can make the email feel more like a conversation rather than a marketing message.

4. Highlight Exclusive Offers

Clearly promote any special offers you have for returning members. This could be a discounted subscription rate, access to exclusive content, or early entry to events. Make the offer feel exclusive and time-limited to create urgency. For instance, “Exclusive 20% off on your next month’s subscription, just for you! Offer valid for 72 hours only.”

5. Use a Clear Call-to-Action (CTA)

Your CTA should be clear and direct. Tell your former subscribers exactly what you want them to do next, and make it easy for them to do it. For example, “Rejoin now to claim your discount” with a button or link taking them directly to the subscription page.

6. Incorporate Social Proof or Testimonials

Including testimonials or success stories from current members can be very persuasive. It shows the value of your community and can entice past members to return.

7. Automate the Email Sequence

Consider setting up an automated drip campaign. This way, subscribers receive a series of emails, each designed to gradually nudge them towards resubscribing.

Engaging in Discord or Slack for Winback Campaigns

Engaging with past subscribers in Discord or Slack can be a highly effective element of your winback strategy, especially considering the interactive and personal nature of these platforms. 

However, it’s important to note that many communities are set up to automatically remove members from the server once they cancel their subscription. Therefore, this strategy will primarily be effective for communities that do not auto-kick canceled members but only restrict their access to certain channels.

Discord 

• Personal Outreach: For members who have canceled but still have access to free channels in your server, personal outreach can be very effective. Tailor your messages to acknowledge their past participation and offer them a reason to return by promoting your winback offer. Follow the same best practices used in email, such as creating urgency.
• Use General Channels: Post engaging content in general channels where past subscribers still have access. Highlight what they’re missing out on, such as exclusive discussions, events, or content available in locked channels.
• Special Invitations: Send special invitations to rejoin via direct messages. These can include personalized messages about new features, upcoming events, or community milestones that might interest them.

Slack 

• Direct Engagement: Similar to Discord, engage directly with past members through Slack. Personalized messages that address their specific interests within the community and promote your winback offers can reignite their desire to be part of it.
• Announcements and Updates: Regularly post announcements and updates in your community channels. Highlighting new additions or improvements to the community can encourage past members to reconsider their decision.
• Feedback Requests: Engage past members by asking for feedback. This not only provides valuable insights but also shows that you value their opinion, potentially swaying them to rejoin.

Best Practices for Both Platforms

• Respectful Communication: Always communicate respectfully and understand that not every past member will be interested in rejoining. Your messaging should be inviting but not pushy.
• Highlight Winback Offers: Mention any special offers or promotions you have crafted for winback purposes. This could include discounts or access to exclusive content, as discussed in the previous section.
• Community Highlights: Share success stories, testimonials, or interesting discussions from your community. Showcasing the vibrant nature of your community can entice past members to come back.
• Monitor Engagement: Keep an eye on how past members interact with your posts or direct messages. This can offer insights into what works best for re-engaging members.

Remember, the key to successful engagement on Discord or Slack is personalization and demonstrating the ongoing value of your community. By effectively using these platforms, you can reach out to past subscribers in a meaningful way, increasing the likelihood of them rejoining your community.

Maximize Winback Success

Executing successful winback campaigns for your Discord or Slack communities involves a strategic blend of crafting compelling offers, personalized email outreach, and engaging directly on the platforms themselves. Remember to craft offers that resonate; personalize your communication; and engage thoughtfully.

By following these steps, and adapting them to the unique needs and behaviors of your community, you can effectively re-engage past subscribers. This not only boosts your subscriber numbers but also strengthens the overall health and vibrancy of your community. You have a prime opportunity to reconnect with past members and start the new year with a revitalised and more engaged community.