Definition
When a previously churned or lapsed subscriber returns and resumes their subscription. Reactivations are a part of lifecycle marketing and often driven by email/push campaigns, pricing incentives, or product improvements.
Reactivation Rate = Reactivated Users / Total Churned Users in Period x 100. Reactivation Revenue = Reactivated Users x Average Revenue x Average Second Lifetime.
Send the first win-back within 7 days of churn (while memory is fresh). Follow up at 30 days (enough time to miss the app) and 90 days (pair with new feature announcements). After 6 months, move to quarterly campaigns. Response rates decline over time but never reach zero.
Personalized messaging referencing their history, discount offers (30-50% off first month back), new feature announcements, and FOMO triggers ('You missed 15 new meditations'). Combine email + push for maximum reach.
Reactivated users typically have lower cost-to-acquire (5-10x cheaper than new), slightly higher initial churn risk (they left once), but comparable or better long-term retention after surviving the first month back. They are some of the most efficient subscribers you can gain.
A backend mechanism that limits how often users can trigger certain subscription-related actions (e.g., restore, trial start, promo redemptions) within a set time frame. This helps prevent abuse, fraud, and system overload.
Revenue generated on a consistent, repeatable basis through subscription renewals. Recurring revenue is the foundation of subscription businesses and a key metric for forecasting, valuation, and capital efficiency.
The percentage of in-app purchases or subscriptions that are refunded due to user dissatisfaction or platform policy. High refund rates can signal poor value perception, billing issues, or onboarding problems and may impact platform standing or reported revenue.
The continuation of a subscription after a billing period ends, either manually or through auto-renew. Renewals are a core component of recurring revenue and serve as key milestones in a user's lifecycle.
The percentage of subscribers who successfully renew at the end of their billing cycle. High renewal rates are indicative of strong product-market fit, perceived value, and customer satisfaction.
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