Disengaged Subscription Concierge FAQ

Ordergroove's Disengaged Subscription Concierge automatically handles passive churn to improve the accuracy of reporting and ensure healthy program growth. This article will go through common questions and dive into how it works.

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How do we define Disengaged Subscriptions?

A subscription is considered disengaged when it experiences three or more order rejections in a row.

These are subscriptions that passively churned, typically due to declined payments, without customer re-engagement. Their orders are continually rejected, yet the customer does not actively cancel.


Why are Disengaged Subscriptions a problem?

Disengaged Subscriptions throw off your analytics, and make it harder to get an accurate read on the health of your business. Keeping Disengaged Subscriptions in your program artificially inflates the total count of subscribers and subscriptions. Additionally, key metrics such as the Order Rejection Rate increase significantly, which increases the risk of chargebacks.


What should you do about it?

Cancelling Disengaged Subscriptions is critical to your subscription program health. With the Disengaged Subscription Concierge, this happens automatically!

What's included:

  • Automatically cancel disengaged subscriptions
  • Data download of qualifying subscriptions
  • Analytics to understand the impact on your program
  • New disengaged cancel reason 
  • Option to send a new disengaged cancel email

How does it work?

When a subscription experiences three full order rejections in a row, it is canceled. We recommend sticking to consecutive order rejections and not a set timeframe - for example, any subscription that has not shipped in three months. Subscriptions might have a longer frequency, three, six, or even twelve months, so the time between orders is usually not a successful way to qualify for active subscription status. 

With the Disengaged Subscription Concierge, you can customize the order rejection threshold and control what communication the customer receives.

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Things to keep in mind:

  • Order rejections only represent a final state. A single declined order can be retried multiple times before it is considered 'rejected'. 
  • Only Disengaged Subscriptions are canceled, not the entire subscriber. 
  • Subscriptions can be re-activated at any point within the Subscription Manager or the Ordergroove Admin.

What if I want to re-engage Disengaged Subscriptions?

It is important to think of Disengaged Subscriptions as passively churned. We find it's best to reinvigorate subscription engagement before it wanes, check out Recovery Optimizer and how to handle rejected payments to learn more.

 


What emails and events are supported?

Transactional Emails: Supported. Enable/disable the email self-serve on the new disengaged page. 

Klaviyo and Attentive: Supported. Send flows based off of the subscription.cancel event. Filter flows based on a cancel reason of 113|Disengaged.

Webhooks: Supported. Identify disengaged subscription cancels using the cancel reason in the subscription.cancel event payload.

SFMC: Supported. Create a template in SFMC, enable the email toggle in the UI, and connect the email event we send to their template.

Member activity file: Supported. Identify disengaged subscription cancels using event 109.

Cheetahmail: Not supported.

Please note this email will need to be updated to match design and format of your other emails in OG. We recommend testing the disengaged email and links via before enabling it.


What analytics are affected?

You will see a decrease in your total number of subscribers and subscriptions, but these will not affect the overall GMV of the program. Over time, expect to see improvements in Order Rejection and Order Recovery Rates.

The Disengaged Subscription Concierge provides valuable insights into how disengagement impacts your program specifically, so you can stay informed without any guesswork.

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  • Qualifying subscriptions: The percentage of your active subscriptions that are disengaged and will be canceled.
  • Expected rejection rate: The forecast of what your rejection rate will be when these subscriptions are removed. 
  • Expected re-engagement rate: An estimate of how likely Disengaged Subscriptions are to have a successful order in the future if they are never canceled.

In the example above, 5% of this merchant's total subscriptions are considered disengaged because they have 3 or more consecutive order rejections. In other words, they are 'overestimating' their true subscription base. 

When they remove these subscriptions their rejection rate will decrease to 13%. If they canceled all subscriptions after the first order rejection, they could achieve a rejection rate of 4%.

If they took no action, only 4% of Disengaged Subscriptions would ever return. 

As a general rule of thumb, removing Disengaged Subscriptions contributes to the overall health of your program and accuracy in reporting results!