> For the complete documentation index, see [llms.txt](https://docs.churned.io/churned-docs/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.churned.io/churned-docs/co-pilot/use-cases/use-cases-library-co-pilot/product-subscriptions/win-back-cancelled-users.md).

# Win-back cancelled users

Trigger\
User cancelled their subscription in the past 7–30 days.\
Segment: "Recently Cancelled"

Action Flow Options\
Co-Pilot randomly selects and tracks the effectiveness of different actions:

* Email with a win-back offer (e.g. 20% off or “we miss you” message)
* WhatsApp message asking for quick feedback or offering help
* No-action control group (to track natural reactivations)
* Follow-up push (if app is installed) with a time-limited incentive

Co-Pilot Exploration\
Initially rotates actions randomly → learns which actions result in reactivations → prioritizes top-performing message/channel for future cancelled users.

Next-Best-Action Push\
Winning action is pushed to marketing or CRM platforms (e.g. Customer.io, Klaviyo, HubSpot) with:

* Dynamic content based on previous subscription type
* Send time optimization (based on past open/click behavior)
* Channel routing (e.g. WhatsApp for mobile-first users)

KPIs Tracked

* Reactivation rate (subscription resumed)
* Open/Click-through rate per channel
* Revenue generated from returned users
* Retention after reactivation
* Feedback submission rate (if survey is included)


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