Every Abandoned Subscription Checkout Is an Opportunity to Recover Revenue.
But what happens when a reader creates an account, selects a subscription, and leaves before completing the purchase? This is known as subscription checkout abandonment. Unlike someone who simply browses subscription options, a reader who begins checkout has demonstrated stronger purchase intent.
The good news is that publishers may already have the information needed to identify these readers. By connecting subscription activity with automated email journeys, they can encourage prospective subscribers to return and complete their purchases.
How Can Publishers Identify Abandoned Subscriptions?
Many publishers already have the information needed to identify potential subscription abandonment.
When a reader creates an account, their information is typically stored in a subscription management platform. That platform might be a solution such as Piano or Zephr.
The reader may then be directed to a payment processor such as Stripe to complete the purchase.
This process creates an opportunity to identify readers who started checkout but never became paying subscribers.
A typical process looks like this:
- Reader creates an account: The publisher captures the reader’s email address and account information.
- Reader selects a subscription: The subscription platform records the selected plan and initiates checkout.
- Reader leaves without purchasing: The checkout remains incomplete or eventually expires.
- Subscription status is checked: The publisher determines whether the reader completed the purchase.
- Recovery journey begins: Eligible readers who haven’t completed their subscriptions receive automated follow-up emails.
Payment providers such as Stripe can also provide checkout events that help publishers identify completed and expired transactions.
The important requirement is connecting checkout activity with the reader’s identity and current subscription status.
How Automated Emails Help Recover Abandoned Subscriptions
Once a publisher identifies a reader who abandoned checkout, an automated email sequence can encourage them to return and finish subscribing.
Rather than sending the same reminder repeatedly, publishers can create a series of messages that address different reasons someone might have left.
Here’s an example of a three-touch subscription recovery journey:
Email 1: Customer Service Focused
Timing: Approximately 30 minutes to 1 hour after abandonment, the first email should take a customer service approach rather than immediately promoting the subscription. Perhaps the reader encountered a checkout issue, had a question about billing, or simply got interrupted.
Keep the message helpful and straightforward. Provide a link to resume checkout and an easy way to contact support if assistance is needed.
Email 2: Reinforce the Value
Timing: Approximately 24 hours later.
If the reader hasn’t subscribed, the second email can focus on the benefits of becoming a paying subscriber.
For a publisher, that might include unlimited article access, exclusive reporting, premium newsletters, or other subscriber-only benefits.
The goal is to remind readers why they were interested in subscribing in the first place.
Email 3: Address the Remaining Hesitation
Timing: Approximately 48–72 hours after abandonment.
The final email can address common objections or provide an additional incentive when appropriate. This may only be necessary if the recipient showed engagement on email 1 or email 2.
Depending on the publisher’s subscription strategy, this might include an introductory offer, a trial period, or additional information about the value of subscribing.
Discounts aren’t always necessary. Sometimes a reminder of the content and benefits available to subscribers is enough to encourage another visit.
These are example timings, not universal recommendations. Publishers should test their cadence based on their checkout process and subscriber behavior.
Best Practices for Subscription Recovery Emails
A successful recovery program involves more than sending reminders. Publishers should consider several factors when designing their journeys.
- Use subscription data to personalize messages. Include the subscription plan, relevant benefits, and pricing information when available.
- Make returning to checkout easy. Provide a direct, valid link that lets readers resume or restart their subscription purchase without unnecessary steps.
- Address common reasons for abandonment. Explain subscription benefits, billing terms, cancellation policies, or introductory offers where relevant.
- Avoid unnecessary discounts. Offering discounts too quickly can encourage readers to delay purchases in anticipation of a better deal.
- Measure recovered subscriptions, not just clicks. Track completed purchases and recovered revenue to evaluate whether the program is working.
- Respect communication preferences. Ensure recovery messages comply with applicable consent, marketing, and unsubscribe requirements.
Connecting Subscription Data with PostUp
Publishers don’t necessarily need to replace their existing subscription or payment systems to create an automated recovery program.
Instead, they can use information already available in those systems to support targeted email communication.
For example, a publisher’s subscription platform can identify readers who started checkout but haven’t completed a purchase. Through an appropriate API integration or data synchronization process, that information can be passed into PostUp.
PostUp can then use recipient data, dynamic content, triggers, and automated email journeys to support a subscription recovery campaign.
A publisher might personalize recovery messages using information such as the reader’s selected subscription plan, subscription price, benefits, and a checkout recovery link.
The integration should also communicate successful conversions so readers are removed from the recovery journey once they complete their purchases.
Getting Started
Before building a recovery journey, publishers should determine how many readers begin subscription checkout without completing a purchase.
The next step is identifying where that information lives, whether in a subscription management platform, payment provider, or internal database.
Once that data is accessible, publishers can start with a simple recovery sequence, measure completed subscriptions, and refine their approach based on actual results.