build-win-back-flow
Installation
SKILL.md
Build a win-back flow
Win-back is recovering users who have lapsed — expired trials, canceled subscriptions, or gone inactive. It is one of the highest-ROI growth motions because reactivating a known user is far cheaper than acquiring a new one, and the data shows most churn is recoverable if you act on it.
Segment first — different lapsed states need different offers
Never treat all churn the same. The message and offer must match the segment:
| Segment | Definition | Best offer |
|---|---|---|
| Expired trial | Started a trial, never converted | Discounted first period; surface the value they didn't see; remove friction |
| Lapsed subscriber | Paid, then canceled or let it expire | Win-back offer (StoreKit 2); "we miss you" + what's new since they left |
| Inactive free user | Was active, hasn't opened in 10+ days | Re-engagement push/email with a specific reason to return; no paywall |
| Involuntary churn | Payment failed | Dunning/retry — see below; this is the most recoverable of all |