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Reactivations Documentation

Menu Location: Customers > Reports > Reactivations

Access Level: Customer Service and above

Last Updated: 2026-03-01

Overview

The Reactivations page tracks customers who previously stopped their subscriptions (paused or cancelled) and then reactivated to become active subscribers again. This report helps you monitor win-back campaign effectiveness, understand why customers return, calculate customer lifetime value including reactivations, and identify successful reactivation strategies.

Primary Functions:

  • View all customers who reactivated their subscriptions
  • Track reactivation dates and circumstances
  • Monitor reactivation sources (campaign, support call, self-service)
  • Analyze time between stop and restart
  • Measure win-back campaign ROI
  • Identify patterns in successful reactivations

Page Layout

Header Section

  • Date Range Filter - Filter by reactivation date
  • Reactivation Source Filter - How customer reactivated (email, phone, self-service)
  • Time Gap Filter - Days between stop and restart
  • Export Button - Download reactivation data
  • Search Box - Find specific reactivated customers

Main Content Area

Table displaying reactivated customers with columns:

  • Customer Name - Link to customer detail page
  • Reactivation Date - When subscription restarted
  • Original Stop Date - When customer previously paused/cancelled
  • Days Inactive - Time between stop and restart
  • Stop Reason - Why they originally paused/cancelled
  • Reactivation Source - How they reactivated (email campaign, support, etc.)
  • Reactivation Offer Used - Discount or incentive if applicable
  • Subscription Price - Monthly value
  • Previous Lifetime Value - Revenue before they stopped
  • Status - Currently active, paused again, or cancelled again

Understanding Reactivation Types

Types of Reactivations

Pause Reactivations (Planned Return):

  • Customer paused with end date
  • Automatically reactivated on scheduled date
  • Typically vacation or temporary pause
  • Highest success rate (80%+)
  • Low effort required

Manual Reactivations (Customer-Initiated):

  • Customer logged in and reactivated themselves
  • No specific outreach prompted them
  • Organic return
  • Medium effort
  • Good retention signal

Campaign Reactivations (Marketing-Driven):

  • Responded to email or SMS campaign
  • Offer or messaging brought them back
  • Track which campaigns work best
  • Medium-to-high effort
  • Moderate retention

Support Reactivations (Service-Driven):

  • Reactivated after support team outreach
  • Personal phone call or email
  • Often involves resolving issue
  • High effort
  • Variable retention

Cancelled-to-Active (Full Comeback):

  • Fully cancelled then came back
  • Most valuable reactivation
  • Higher churn risk than never-cancelled
  • Requires understanding why they left and returned

Filtering and Searching

Date Range Filters

This Week:

  • Recent reactivations
  • Immediate attention/welcome back needed

This Month:

  • Current month's win-backs
  • Track monthly reactivation goals

Last 30 Days:

  • Recent reactivation trend
  • Campaign effectiveness window

Last 90 Days:

  • Quarterly reactivation performance
  • Strategic planning data

Custom Date Range:

  • Specific campaign period
  • Seasonal analysis
  • Year-over-year comparison

Reactivation Source Filters

Email Campaign:

  • Responded to reactivation email
  • Track campaign effectiveness
  • Measure ROI on email marketing

SMS Campaign:

  • Reactivated via text message
  • Compare to email effectiveness

Phone Call:

  • Support or sales team called customer
  • High-touch reactivation
  • Typically highest retention rate

Self-Service:

  • Customer reactivated on their own
  • Through online account portal
  • Strong reactivation signal

In-Person:

  • At farmers market, store, event
  • Face-to-face conversation

Unknown:

  • Reactivation source not tracked
  • Older reactivations

Time Gap Filters

Quick Return (1-30 days):

  • Short pause/cancellation
  • Likely vacation or temporary issue
  • Easy reactivation
  • High retention

Medium Gap (31-90 days):

  • Moderate time away
  • May have tried competitors
  • Standard reactivation
  • Medium retention

Long Gap (91-180 days):

  • Extended absence
  • Significant changes needed
  • Harder reactivation
  • Lower retention

Very Long Gap (180+ days):

  • Essentially new customer
  • Major effort to bring back
  • Often like starting over
  • Variable retention

Common Use Cases

Use Case 1: Welcome Back High-Value Reactivations

Goal: Ensure recently reactivated customers have great restart experience

Steps:

  1. Filter: "Reactivated This Week" + "Subscription Price > $75"
  2. For each reactivation:
    • Send personalized "Welcome Back" email
    • Call high-value customers personally
    • Add "Reactivated - Extra Care" note to first order
    • Include welcome back gift or bonus item
    • Set follow-up reminder for 2 weeks
  3. Monitor first few orders closely
  4. Check in at 30 days post-reactivation

Goal: 90%+ retention of reactivated customers through first 90 days

Use Case 2: Measure Campaign Effectiveness

Goal: Understand which win-back campaigns work best

Steps:

  1. Track baseline reactivations before campaign
  2. Launch targeted win-back email campaign
  3. After 30 days, filter: "Reactivation Source: Email" + "Last 30 Days"
  4. Count reactivations from campaign
  5. Calculate metrics:
    • Emails sent: 500
    • Reactivations: 45
    • Conversion rate: 9%
    • Average LTV: $850
    • Campaign ROI: (45 × $850 × profit margin) - campaign cost
  6. Compare to other campaigns
  7. Replicate successful tactics

Benchmark: 5-15% reactivation rate is typical for win-back campaigns

Use Case 3: Identify Reactivation Patterns

Goal: Understand what brings customers back

Steps:

  1. Export: "All Reactivations Last 90 Days"
  2. Analyze data in spreadsheet:
    • Group by original stop reason
    • Calculate average days to reactivate by reason
    • Track reactivation source distribution
    • Compare offer types used
  3. Identify patterns:
    • "Vacation" stops reactivate at 85% (planned returns)
    • "Too Expensive" stops reactivate at 12% (need discount)
    • "Quality Issues" stops reactivate at 8% (need proof of improvement)
  4. Tailor win-back strategies by stop reason

Example Insight: "Financial" stop reasons reactivate best with 20% discount for 3 months

Use Case 4: Prevent Second Churn

Goal: Keep reactivated customers from leaving again

Steps:

  1. Filter: "Reactivated 30-60 Days Ago"
  2. Identify at-risk reactivations:
    • No recent logins
    • Skipping orders
    • Support tickets
  3. Proactive outreach:
    • "How's it going since you came back?"
    • Address any concerns immediately
    • Offer to adjust subscription
    • Make it easier to stay than leave
  4. Compare retention: Reactivated vs. Never-left customers
  5. Extra attention if retention lower

Why It Matters: Reactivated customers often have 20-40% higher churn risk

Use Case 5: Build Win-Back Campaign

Goal: Create effective campaign to bring back cancelled customers

Steps:

  1. Filter cancelled customers: "Cancelled 60-90 Days Ago"
  2. Segment by cancellation reason:
    • Too Expensive → 20% discount for 2 months
    • Quality Issues → Highlight improvements, satisfaction guarantee
    • Too Much Food → Offer smaller box or bi-weekly schedule
    • Moving → "Back in our area? Restart anytime!"
  3. Create email series:
    • Email 1: "We Miss You" + reason-specific messaging
    • Email 2 (7 days later): Limited-time offer
    • Email 3 (14 days later): Last chance + social proof
  4. Track reactivations by segment
  5. Refine messaging based on results

Expected Results: 5-10% of cancelled customers reactivate within 90 days

Reactivation Metrics to Track

Key Performance Indicators

Reactivation Rate:

  • (Reactivations / Total Stopped Customers) × 100
  • Benchmark: 10-20% within 90 days
  • Higher is better

Average Days to Reactivation:

  • Average time between stop and restart
  • Shorter is better (less time to find competitors)
  • Track by stop reason

Reactivation Retention Rate:

  • (Reactivated still active after 90 days / Total reactivations) × 100
  • Benchmark: 60-75%
  • Compare to new customer retention

Reactivation Customer Lifetime Value:

  • Total LTV including pre-stop and post-reactivation periods
  • Often 1.5-2x higher than never-stopped customers
  • Justifies win-back investment

Campaign ROI:

  • (Reactivation revenue - Campaign cost) / Campaign cost
  • Benchmark: 300-500% ROI
  • Guides budget allocation

Reactivation Offer Strategy

Types of Reactivation Offers

Discount Offers:

  • 15-25% off for 1-3 months
  • Lowers barrier to return
  • Eases financial concerns
  • Time-limited urgency

Credit Offers:

  • $20-50 account credit
  • Flexibility to use as they want
  • No pressure to use immediately
  • Goodwill gesture

Gift Offers:

  • Free bonus box
  • Free upgrade (small → large)
  • Free popular product added
  • Tangible value

Guarantee Offers:

  • 100% satisfaction guarantee
  • First box free if not satisfied
  • No-commitment restart (cancel anytime)
  • Reduces reactivation risk

Service Offers:

  • Personalized menu planning
  • Dedicated support contact
  • Priority customer service
  • VIP treatment

Offer Guidelines

When to Offer:

  • Financial stop reasons: Always offer discount
  • Quality issues: Guarantee + proof of improvements
  • "Too much food": Service solution (scheduling flexibility)
  • Vacation: No offer needed (natural return)

How Much to Offer:

  • 10-15%: Light incentive
  • 20%: Standard win-back offer
  • 25-30%: Aggressive reactivation
  • Free box: High-value customer or major service failure

Troubleshooting

Reactivation Not Showing in Report

Symptoms:

  • Customer reactivated but not in report

Check:

  1. Verify customer was actually stopped (paused or cancelled) before reactivating
  2. Check reactivation date is within filter range
  3. Confirm status change was saved in system
  4. Refresh report page

Common Cause: Customer was never fully stopped, just modified subscription

Low Reactivation Rates

Symptoms:

  • Very few customers reactivating (< 5%)

Analysis:

  1. Are you contacting stopped customers?
  2. How long after stop are you reaching out?
  3. Are you segmenting by stop reason?
  4. Is messaging addressing their concerns?
  5. Are offers compelling enough?

Solutions:

  • Increase win-back campaign frequency
  • Improve segmentation and personalization
  • Test stronger offers
  • Add multi-channel outreach (email + SMS + call)
  • Shorten time between stop and first outreach

Reactivated Customers Leaving Again Quickly

Symptoms:

  • Reactivations churning within 30-60 days

Root Causes:

  • Original issue not resolved
  • Offer-chasers (came back for discount only)
  • Competitor comparison (still shopping around)
  • Service hasn't improved

Solutions:

  1. Welcome back check-in at 2 weeks
  2. Solve original stop reason before reactivating
  3. Set expectations (improvements made, changes implemented)
  4. Monitor reactivated customers closely
  5. Act fast on any issues
  6. Consider longer discount period (3 months vs. 1)
  • Subscriptions Paused (admin-edit.php?table=subscriptions_paused) - Track paused customers (reactivation pool)
  • Cancellations (cancels.php) - Cancelled customers (win-back targets)
  • Customers (customers.php) - Main customer management
  • Customer Detail (customer_info.php) - Individual customer history

Typical Workflow:

  1. Review Cancellations/Paused pages (reactivation targets)
  2. Launch win-back campaign
  3. Monitor Reactivations page for returns
  4. Welcome back reactivated customers
  5. Track retention of reactivations
  6. Refine reactivation strategy

Permissions & Access

Required Access Level: Customer Service or higher

Access Level Capabilities:

  • Customer Service: View reactivations, basic reporting
  • Manager: All customer service + campaign management, offer approval
  • Administrator: All features + reactivation strategy configuration
  • Kiva Admin: All features + detailed analytics

Best Practices

Win-Back Strategy

  1. Act quickly - Contact within 7 days of cancellation/pause
  2. Segment by reason - Different reasons need different approaches
  3. Multi-touch campaigns - 3-5 touchpoints over 90 days
  4. Test offers - Find optimal discount/incentive level
  5. Personalize messaging - Reference their history and reason

Reactivation Welcome

  1. Acknowledge return - "Welcome back!" makes them feel valued
  2. Extra care on first orders - Ensure great restart experience
  3. Monitor closely - Watch for early warning signs
  4. Check in proactively - Don't wait for problems
  5. Make it easy to stay - Resolve original issue

Retention Focus

  1. Track reactivation retention separately - Different cohort than new customers
  2. Invest in early days - First 30-90 days are critical
  3. Solve root cause - Fix why they left originally
  4. Build relationship - Personal touch for reactivations
  5. Learn from patterns - Why do some reactivations stick and others leave?

Things to Avoid

  • Reactivating without addressing original stop reason
  • Offering discounts indiscriminately (trains behavior)
  • Neglecting reactivated customers after they return
  • Waiting too long to start win-back efforts (60+ days)
  • Using same message for all stop reasons

Quick Reference Card

Task Action/Location
View all reactivations Default Reactivations page view
Track recent wins Filter: "Reactivated This Week"
Measure campaign success Filter by Reactivation Source + Date Range
Check quick returns Filter: "Days Inactive: 1-30"
Export reactivation data Click Export button
Find at-risk reactivations Filter: "Reactivated 30-60 Days Ago"
Calculate reactivation rate Reactivations / Stopped Customers
View customer reactivation history Click customer name > Activity Log

FAQs

What's a good reactivation rate?

10-20% of stopped customers reactivating within 90 days is good. Varies by reason: Vacation pauses = 80%+, financial cancels = 10-15%, quality issues = 5-10%.

How long should I try to win back cancelled customers?

Most reactivations happen within first 90 days after stop. Continue light-touch efforts for 6-12 months. After 1 year, reactivation rates drop below 2%.

Do reactivated customers have different retention than new customers?

Yes, typically 10-30% lower retention. They've left once, have established pattern. However, if you've solved their original problem, retention can match or exceed new customers.

Should I treat reactivations differently than new signups?

Yes! They're returning, not new. Acknowledge their history, welcome them back, address why they left. Don't send them "new customer" onboarding.

What reactivation offer should I use?

Depends on stop reason. Financial concerns = 20% discount. Quality issues = satisfaction guarantee. "Too much food" = schedule flexibility. Don't offer what won't solve their problem.

Can I track lifetime reactivation attempts?

Some systems track this. Valuable to know if customer has left and returned multiple times (higher churn risk pattern).

Should I reactivate customers who've cancelled multiple times?

Carefully. Serial cancellers have low lifetime value. May be offer-chasers. Consider whether they're worth the effort or if issue is unsolvable.

How do I calculate win-back campaign ROI?

ROI = [(Reactivations × Avg LTV × Profit Margin) - Campaign Cost] / Campaign Cost. Example: (50 reactivations × $800 LTV × 25% margin) - $500 cost = 1900% ROI.

What if customer reactivates then immediately pauses again?

Red flag. Contact them immediately. Understand why. May have reactivated impulsively or for wrong reasons. Better to let them go than cycle repeatedly.

Change Log

2026-03-01

  • Initial documentation created
  • All sections completed per template requirements
  • Included reactivation offer strategy
  • Added detailed metrics section

End of Documentation

For additional help, contact your system administrator or Kiva Logic support.