--- id: "web/winback-campaigns" title: "Win-back campaigns" description: "Win-back campaigns automatically re-engage subscribers who have churned. When a customer's subscription expires in an app you're monitoring, RevenueCat sends them a transactional email with a special offer to re-subscribe on the web through a Web Purchase Link. This is an easy way to recover revenue from customers who would otherwise have churned and left completely." permalink: "/docs/web/winback-campaigns" slug: "/web/winback-campaigns" version: "current" original_source: "docs/web/winback-campaigns.mdx" --- > **AI agents:** This is the Markdown version of a RevenueCat documentation page. For the complete documentation index, see [llms.txt](https://www.revenuecat.com/docs/llms.txt). Win-back campaigns automatically re-engage subscribers who have churned. When a customer's subscription expires in an app you're monitoring, RevenueCat sends them a transactional email with a special offer to re-subscribe on the web through a [Web Purchase Link](https://www.revenuecat.com/docs/web/web-billing/web-purchase-links). This is an easy way to recover revenue from customers who would otherwise have churned and left completely. Campaigns work both **app-to-web** (a customer churns on mobile and re-subscribes on the web) and **web-to-web** (a customer churns and re-subscribes on the web). :::info Beta feature Win-back campaigns are in beta. The setup and capabilities described here are a V1 and may change. ::: ## Beta limitations While win-back campaigns are in beta, the following limitations apply. We're working on addressing each of these in future versions: - **Email customization** isn't available yet — campaigns use a standard email template. - **Email localization** isn't supported yet — the email is sent in English only. - **Audience customization** isn't available yet — the email goes to all eligible churned customers. - **Eligibility criteria** can't be configured yet for a campaign. ## How it works A win-back campaign monitors a single app for subscription expirations and emails affected customers an offer to re-subscribe: 1. **Trigger.** A campaign listens for the [`EXPIRATION`](https://www.revenuecat.com/docs/integrations/webhooks/event-types-and-fields#event-types) event on its app — fired when a subscription has fully expired and access should be removed. It waits for this event rather than firing on `CANCELLATION` (when a customer opts out of renewal but keeps access until the period ends), so the offer reaches customers who have actually lost access. 2. **Scope.** Only genuine end-user churn is eligible. Expirations with a [`DEVELOPER_INITIATED`](https://www.revenuecat.com/docs/integrations/webhooks/event-types-and-fields#cancellation-and-expiration-reasons) reason (for example, revoking or adjusting an entitlement from your side) do not trigger a win-back email. 3. **Action.** Once the subscription expires, RevenueCat sends the customer a transactional email with a **Claim offer** call to action that links to the Web Purchase Link configured on the campaign. ## Supported billing engines Re-subscription always happens on the web through a Web Purchase Link, and works with any of RevenueCat's supported web billing engines: - [Web Billing](https://www.revenuecat.com/docs/web/overview) - [Stripe Billing](https://www.revenuecat.com/docs/web/integrations/stripe/stripe-managed-payments) - [Paddle](https://www.revenuecat.com/docs/web/integrations/paddle) The app you monitor for expirations can be a mobile app (App Store or Google Play) or a web billing app. ## Before you begin A win-back campaign sends churned customers to a Web Purchase Link, so you need RevenueCat Web set up before creating one. If you haven't already: 1. **Set up RevenueCat Web.** Choose and configure a billing engine — Web Billing, Stripe Billing, or Paddle Billing — by following [Getting started with RevenueCat Web](https://www.revenuecat.com/docs/web/overview). 2. **Create an offering and a Web Purchase Link.** Set up the [web offering and Web Purchase Link](https://www.revenuecat.com/docs/web/web-billing/web-purchase-links) for the product you want churned customers to re-subscribe to. A heavily discounted offer tends to work best — for example, an [introductory offer](https://www.revenuecat.com/docs/web/web-billing/discounts) on a yearly plan that discounts the first year and then auto-renews at the standard price. ## Create a win-back campaign 1. In the RevenueCat dashboard, go to **Lifecycle → Win-back**. 2. Click **Create campaign**. 3. Under **App**, select the app to monitor for subscription expirations. 4. Under **Web purchase link**, select the Web Purchase Link to send in the win-back email. 5. Click **Create campaign**. The campaign begins monitoring for expirations immediately. Each campaign maps one monitored app to one Web Purchase Link, and is listed on the Win-back page with its app, event trigger (Subscription expiration), outcome (Email web purchase link), and link. You can delete a campaign from the same page. ## The win-back email When a monitored subscription expires, the customer receives a branded email promoting your special offer. The **Claim offer** call to action opens the Web Purchase Link configured on the campaign. What the customer sees depends on how that Web Purchase Link is set up — it can present the default package selection, a [paywall](https://www.revenuecat.com/docs/web/paywalls), or send the customer directly to checkout. See [Web Purchase Links](https://www.revenuecat.com/docs/web/web-billing/web-purchase-links) for the full range of options. ![Win-back campaign email with a "Claim offer" call to action](https://www.revenuecat.com/docs_images/web/winback/winback-campaign-email.png) ## Related - [Web Purchase Links](https://www.revenuecat.com/docs/web/web-billing/web-purchase-links) - [Lifecycle emails](https://www.revenuecat.com/docs/web/web-billing/lifecycle-emails) - [Subscription lifecycle](https://www.revenuecat.com/docs/web/web-billing/subscription-lifecycle)