Bitly
Bitly, along with QR Code Generator, offer a connections platform that incorporates URL shortening, link management and QR Code generation.
Churn messaging
Copywriting
Issue
The QR Code Generator product was losing users to voluntary and involuntary churn, as users cancelled their subscriptions, or failed to auto-renew because expired payment methods.
To do
To reduce the number of users churning, and increase the number of users resubscribing, by creating a new set of emails and banners.
Research
I began by establishing goals for the project. Bitly wanted to optimise the QRCG product, but to what ends? I reviewed the scattered and unfinished style guides to see how the product should be made consistent. I read the product / engineering strategy, the product roadmap, and existing user research, and collected all the user feedback I could get my hands on. Finally, I set up interviews with stakeholders to take advantage of their knowledge and experience.
With all of this research in hand, I was able to identify pain points and opportunities for improvement with QRCG. I used these to establish a set of goals to help focus the content audit.
Copy
I worked closely with the Product Manager to organise this set of messages. The content needed to be consistent for users who:
had cancelled their subscription
were approaching their subscription expiring
reactivated before expiration
had seen their subscription expire
had reached the end of a 30-day grace period post-expiration
reactivated after expiration
We wanted to encourage the users to renew their subscription, but needed to avoid marketing messages in transactional emails.
According to the churn prevention research, one participant suggested providing educational materials or best practices related to QR Code usage within the app. The involuntary churn emails should point towards educational resources to encourage customers to renew.
Recommendation
Voluntary churn
Cancellation confirmation email
Subject: Your subscription has been canceled
Copy:
Your subscription to QR Code Generator PRO has been canceled, and will end on _____
If your subscription ends, your existing QR Codes will stop working*. You will also no longer be able to:
Create Dynamic QR Codes and edit their content even after publication
Track your QR Codes’ success and find your best audience
Customize your QR Codes with your brand color and company logo
Add frames with custom text to attract more scans
If you’d like to continue using these features, you can easily reactivate your subscription by clicking the link below and updating your subscription details..
[Reactivate subscription]
*Your QR Codes will continue to be scannable for 30 days after your subscription ends.
Upcoming expiration email
Subject: Your subscription will expire in 30 days
Copy:
Your subscription to QR Code Generator PRO will end on _____
If your subscription ends, your existing QR Codes will stop working*. You will also no longer be able to:
Create Dynamic QR Codes and edit their content after publication
Track your QR Codes’ success and find your best audience
Customize your QR Codes with your brand color and company logo
Add frames with custom text to attract more scans
If you’d like to continue using these features, you can easily reactivate your subscription by clicking the link below and updating your subscription details.
[Reactivate subscription]
*Your QR Codes will continue to be scannable for 30 days after your subscription ends.
Upcoming expiration banner
Design
Your subscription to QR Code Generator PRO will end on _____
You can always reactivate your subscription with us before then.
When your subscription expires:
You won’t be able to create, edit, customize or manage QR Codes
You won’t be able to view the scan data of your QR Codes
Your QR Codes will continue to be scannable for another 30 days
[Reactivate subscription]
Modal
Reactivate your subscription?
By reactivating, you can continue using our features, and your subscription will renew on ____.
[Back] [Reactivate subscription]
Confirmation message
You reactivated your subscription!
You can continue creating, customizing and tracking QR Codes. Your subscription will renew on ____.
[Close]
Reactivation confirmation email (before expiration)
Subject: Your subscription has been reactivated
Copy:
Thank you for reactivating your subscription to QR Code Generator PRO
You can continue using QR Code Generator PRO to create, track and customize QR Codes.
Your subscription will renew on ____. Please make sure your payment details are up-to-date.
Reactivation confirmation banner (before expiration)
Thank you for reactivating your subscription to QR Code Generator PRO.
You can keep creating, tracking and customizing QR Codes, and your existing QR Codes will continue to be scannable. Your subscription will renew on ____.
Expired subscription email
Subject: Your subscription has expired
Copy:
Your subscription to QR Code Generator PRO ended on _____
You will no longer be able to:
Create Dynamic QR Codes and edit their content after publication
Track your QR Codes’ success and find your best audience
Customize your QR Codes with your brand color and company logo
Add frames with custom text to attract more scans
Your QR Codes will remain scannable for another 30 days.
If you’d like to continue using these features, you can easily reactivate your subscription by clicking the link below and updating your subscription details.
[Select a plan]
Expired subscription banner
Your subscription expired on _____
QR Codes remain scannable for 30 days after a subscription ends.
Reactivate your subscription to:
Restore your existing QR Codes and all of their data
Create Dynamic QR Codes and edit their content even after publication
Track your QR Codes’ success and find your best audience
Customize your QR Codes with frames, text, brand color, and company logo
[Select a plan]
Prohibited action modal (after expiration)
Please reactivate your subscription to keep using QR Code Generator PRO
By reactivating your subscription, you can:
Restore your existing QR Codes
Create Dynamic QR Codes and edit their content even after publication
Track your QR Codes’ success and find your best audience
Customize your QR Codes with frames, text, brand color, and company logo
[Select a plan]
Reactivation confirmation email (after expiration)
Subject: Your subscription has been reactivated
Copy:
Thank you for reactivating your subscription to QR Code Generator PRO
Your QR Codes have been restored, and you can continue using QR Code Generator PRO to create, track and customize QR Codes.
Your subscription will renew on ____. Please make sure your payment details are up-to-date.
Welcome back banner
Welcome back!
Thank you for reactivating your subscription to QR Code Generator PRO.
Your QR Codes have been restored, and you can continue creating, tracking and customizing QR Codes.
[Close]
Involuntary churn
Email 1
Subject: Your payment details need to be updated
Preheader: Update them now to continue creating and tracking Dynamic QR Codes.
Copy:
There seems to be a problem with your payment method
This might be because:
Your account has insufficient funds
Your payment card is not valid anymore
Your card issuer is blocking the transaction
Update your payment details now to continue creating and tracking Dynamic QR Codes.
[Update payment details]
Having trouble updating your payment details? Take a look at our help article.
Email 2
Subject: Update your payment details to keep using Dynamic QR Codes
Copy:
There seems to be a problem with your payment method
If your subscription ends, you will no longer be able to create Dynamic QR Codes, or access your existing Dynamic QR Codes.
Update your payment details now to continue creating and tracking Dynamic QR Codes.
[Update payment details]
Having trouble updating your payment details? Take a look at our help article.
Email 3
Subject: Urgent: Update your payment details to keep using QR codes
Copy:
There seems to be a problem with your payment method
If your subscription ends, your customers will no longer be able to scan your Dynamic QR Codes.
You need to update your payment details now to keep your Dynamic QR Codes active.
[Update payment details]
Having trouble updating your payment details? Take a look at our help article.
Email 4
Subject: Last chance to keep your QR Codes active
Preheader: You need to update your payment details now to continue creating and tracking Dynamic QR codes.
Copy:
We haven’t been able to process your payment
Your subscription with QR Code Generator PRO will end soon, as we haven’t been able to process your payment.
If your subscription ends, you will no longer be able to create Dynamic QR Codes, or access your existing Dynamic QR Codes. Your customers will no longer be able to scan your Dynamic QR Codes.
Update your payment details now to continue creating and tracking QR Codes.
[Update payment details]
Having trouble updating your payment details? Take a look at our help article.
Email 5
Subject: Final notice: Your subscription has ended
Preheader: You need to update your payment details now to continue creating and tracking Dynamic QR codes.
Copy:
We haven’t been able to process your payment
Your subscription with QR Code Generator PRO is ending, as we haven’t been able to process your payment.
Important: You will no longer be able to create Dynamic QR Codes, or access your existing Dynamic QR Codes. Your customers will no longer be able to scan your Dynamic QR Codes.
Update your payment details now to continue creating and tracking QR Codes.
[Update payment details]
Having trouble updating your payment details? Take a look at our help article.