Learn / Automations

How to spot members who are drifting away

Watch how your paying members engage and move the quiet ones somewhere you can treat differently, before they lapse rather than after.

The workflow

1. 1Delay: 30 days, held to 10:00 their time
2. 2Condition: splits the flow in two
3. 3Update a field: member_engagement = active
4. 4Update a field: member_engagement = quiet
5. 5Send email: no campaign chosen yet
6. 6Exit flow

Before you start

A member who stops opening is a member who cancels in three months. This catches them while they are still paying, which is the only time anything you do can change the outcome. Write the quiet-path email as a genuine question rather than a pitch: the useful reply is the reason they stopped reading.

You will need: a list of members, one campaign, a list for quiet members.

How to set it up

1. 1Choose the Premium members template and set the trigger to your members list.
2. 2Leave the window at thirty days, or match it to how often you publish.
3. 3Both branches write a field. Keep the same field name and change only the value.
4. 4Assign a campaign to the quiet path. Short, and ask something.
5. 5Activate, then build a segment on that field so you can see the two groups.

What goes wrong

• Treating the quiet group as a churn risk in your copy. Telling somebody you noticed they stopped reading is the fastest way to remind them they are paying for it.
• A thirty-day window on a newsletter that goes out monthly, which flags everybody who missed one issue.