Win-back campaigns and Apple win-back offers for lapsed subscribers

Customers need an email address in the $email attribute, which you set with Purchases.shared.attribution.setEmail(_:) or the API. Set the Customer Center support email under Lifecycle, then Support, because replies go there.

1. 01

   Create a campaign

   Open Lifecycle, then Win-back, and select Create campaign.

2. 02

   Choose the audience

   Customers whose last subscription ended between N and M days ago and who have no active subscription. Narrow by products, stores or a saved audience. Preview shows who would get the email today.

3. 03

   Write the email

   Add a subject, heading, body and button label. The email goes out under your app's name with an unsubscribe link.

4. 04

   Choose where the button goes

   Send App Store customers to their subscriptions page, where Apple lists the win-back offers they can redeem, and Google Play customers to the Play Store page. Or send everyone to your own https link, such as a web checkout.

5. 05

   Schedule and start

   Active campaigns send once a day at the UTC hour you choose, to at most 500 customers a day. Send test emails you a sample, and Send now runs the campaign at once.

Every email has an unsubscribe link. When your server's public URL is https, the email also carries one-click List-Unsubscribe and List-Unsubscribe-Post headers (RFC 8058). An address that unsubscribes never gets another win-back email from the project. A project's campaigns together send at most 2,000 emails in 24 hours.

• Sent, clicked and unsubscribed.
• Opened, only when Track opens is on. It adds a 1x1 image to the email.
• Reactivated: customers who bought or started a trial within 30 days of the email, and the revenue from them.

Win-back offers are discounted or free periods Apple shows to customers whose subscription lapsed, on iOS 18 and later. The RevenueCat SDK does the win-back work on the device, so your app code stays the same and the offer needs no signature from the server. RevenueDot grants access, records the offer and keeps Apple's eligibility list.

A win-back purchase arrives as a RENEWAL with the offer id in offer_code. A paid win-back period has period_type: NORMAL and a free one has TRIAL.

{
  "api_version": "1.0",
  "event": {
    "type": "RENEWAL",
    "app_user_id": "user_1",
    "product_id": "pro_monthly",
    "period_type": "NORMAL",
    "transaction_id": "2000000007",
    "original_transaction_id": "2000000001",
    "price_in_purchased_currency": 4.99,
    "offer_code": "comeback_50",
    "store": "APP_STORE"
  }
}

RevenueDot stores Apple's list of win-back offers each time it reads the renewal info. offer_ids is Apple's list, best offer first, and is empty when Apple offers the customer nothing. Use it to send a lapsed customer the offer from your own email tool. This endpoint is a RevenueDot extension.

curl -s https://api.revenuedot.app/v2/projects/$PROJECT_ID/customers/user_1/win_back_offers \
  -H "Authorization: Bearer $SECRET_KEY"

• Create the Apple win-back offer in App Store Connect on a subscription App Review has approved. RevenueDot needs the app's In-App Purchase key and App Store Server Notifications turned on.
• Google Play has no separate win-back offer type. An offer you build for lapsed subscribers in Play Console arrives with its offer id like any other offer.
• Charts have no offer-type dimension yet.
• On RevenueDot Cloud, win-back email comes from no-reply@mail.revenuedot.app with Reply-To set to your support email. Custom sending domains are not available.