How Unscripted reactivated churned users with targeted trial offers

Unscripted is a photography app designed to help photographers grow their business with a library of unique poses and business tools. They wanted to reactivate users who had previously used the product, but cancelled their subscriptions.

Using advanced audience targeting, Unscripted ran an experiment to bring these churned users back into the paid funnel.

The challenge

Unscripted's challenge was reactivating users that had dropped off:

• Specific targeting. The team needed to identify active users who had previously unsubscribed and deliver them a highly specific, tailored paywall offer.

• Conversion friction. Standard paywalls often fail to convert unsubscribed users who already canceled once, so they needed something more compelling.

• Revenue potential. Reactivated users represent extremely high-value potential, so it was important to measure Proceeds Per User (PPU) to validate the strategy.

The solution

Unscripted ran a highly targeted campaign for reactivated users:

• Audience targeting. The new offer was shown only to unsubscribed active users, leaving new users on the standard paywall.

• Targeted paywall design. The paywall used direct, personalized copy that used the user's name, helping them feel valued and spoken to directly.

• Trial strategy. The paywall offered an additional 7-day free trial and clearly outlined the renewal timeline and commitment.

• Pricing options. The paywall presented multiple pricing options to ensure the user could select a plan that fit their needs.

The results

The hyper-targeted paywall delivered massive growth in both trial volume and revenue quality:

• Trial starts soared. By targeting this cohort with the specific offer, the trial start rate increased by over 240%.

• Trial quality improved. The trial conversion rate increased by over 30%, indicating the offer attracted more committed users.

• PPU doubled. The average Proceeds Per User (PPU) from this reactivated cohort nearly doubled, proving success.

Are you leaving your highest-value users unsubscribed? Stop relying on generic messaging and start using targeted trial offers to nearly double your proceeds per user.