Cancellation doesn't have to be the end of the relationship

Build a segment 'Recently cancelled - last 120 days' capturing users with subscription_canceled in the last 30-120 days AND cancel_reason is NOT 'wrong-fit' or 'company-shutdown' (those won't winback). Excludes users who have already won back (subscribed again) and users who explicitly requested no-marketing in cancel form.

Generate 3-touch winback email content. Touch 1 (Day 30 after cancel): 'A lot has changed since you left — here's what's new.' Lead with 2-3 specific product improvements shipped post-cancel, relevant to their stated cancel reason. Touch 2 (Day 60): 'Come back for [N] months at 50% off' — winback discount offer. Personalize the call-out with their prior use case if known. Touch 3 (Day 90, final): 'One last invitation' — softer, more emotional appeal — acknowledges you understand they left for a reason, mentions a free 30-day reactivation try (no charge until they confirm) as the final lever. Send-from: their original CSM if known, else success@ address.

Build a 3-touch journey triggered when subscription_canceled fired 30+ days ago. Touch 1: Day 30. Touch 2: Day 60. Touch 3: Day 90. Each touch personalized using the prior account context (cancel reason, plan, last-used features). Exit on: subscription_created (won back — record winback_won event), email_replied (warm handoff to sales), unsubscribe, or 120-day timeout (after which user moves to long-term lapsed nurture, separate motion).

Compose a winback dashboard: post-cancel winback rate (% of cancellers who re-subscribe within 90 days — baseline benchmark is 5-10%), winback rate by touch (which touch is actually driving recoveries), winback rate by original cancel reason (informs which reasons are recoverable vs. final), ARR recovered via winback this quarter, and time-to-winback distribution (most winbacks happen in the first 60 days; users dormant 90+ days rarely return without a major external trigger).