Cancellation flows
Cancellation flows help brands reduce churn by guiding subscribers through personalized steps before they cancel. These flows can include alternate options, feedback collection, and incentives, encouraging customers to stay subscribed.
This master article outlines how the module works, available settings, and how to design an effective cancellation journey. Each step is modular, giving brands full flexibility to tailor the experience.
In this article
- What are cancellation flows
- Setting up cancellation preferences
- Understanding cancellation flows workflow
- Customizing cancellation texts
- Customer portal experience
- Related articles
- Need help?
What are cancellation flows?
Cancellation flows are structured, multi-step journeys that appear when a subscriber initiates a cancellation. Instead of immediately confirming the cancellation, the subscriber is presented with targeted messages, benefits, or actions, like pausing, skipping, swapping product or receiving a one-time discount. These flows are fully customizable and can be aligned with your retention goals, subscriber behavior, and product type. They also enable brands to collect actionable feedback on why customers are cancelling, helping fine-tune both product and communication strategies over time.
Loop offers a powerful cancellation analytics dashboard that helps brands monitor performance, identify key drop-off points, and optimize their retention strategies based on real subscriber behavior.
Setting up cancellation preferences
Follow these steps to complete the process.
- Navigate to Loop admin > Retain > Cancellation flows > Preferences tab
- You can configure various settings on this screen based on your business needs, such as how you want to manage the cancellation process for your customers. The available options are discussed in detail below.
- California's Automatic Renewal Law: Enabling this option overrides the "Cancellation button behavior", allowing customers to cancel directly from the customer portal. For California-based customers, the cancellation survey will be skipped, and offers will be shown immediately. Make sure to review and configure the offer descriptions, as this setting ensures compliance with California’s Automatic Renewal Law (ARL) effective July 1, 2025.
- Cancellation button behavior: Define the action taken when customers initiate a cancellation from the customer portal. You can choose between 2 options as shown below.
Setting | Description |
|---|---|
Allow customers to cancel subscription directly from the customer portal | This option will directly allows the customer to cancel the subscription, following the cancellation flows if configured in the Loop |
Show cancellation instructions when customers attempt to cancel their subscription | This option restricts subscribers from cancelling their subscription. Instead, they will see a message configured during setup. Upon selecting this option, a legal compliance message will appear. Once accepted, you can proceed to customize the message shown to subscribers. |
- Minimum orders criteria: Configure what message needs to be shown when customers try to cancel subscription before the minimum orders have been placed by customer. This is only needed if you have set minimum orders condition in the selling plans.
Setting | Description |
|---|---|
Allow customers to cancel even if minimum number or orders not completed. | This option if enabled, will allow the subscriber to cancel the subscription immediately without evaluating the minimum order criteria condition. |
Show message to customers when they try to cancel subscription before completing minimum number of orders. | This option prevents customers from cancelling their subscription if the minimum number of required orders hasn't been completed. When enabled, a message will be shown to the subscriber upon clicking cancel. Upon selecting this option, a legal compliance message will appear first. Once accepted, you can customize the message that will be displayed to customers. |
Show message to customers if they try to cancel their subscription before completing a set number of installments in a cycle. | This setting is applicable for EMI based subscription models where you deliver the product on 1st order and keep charging for X recurring orders. Customers will not be able to cancel if the number of completed installments is not a multiple of X. |
- Prepaid subscription cancellation: Decide the default behaviour when customers cancel their prepaid subscriptions
Setting | Description |
|---|---|
Mark for cancellation. This option cancels the subscription after last order is placed in the on-going cycle. | When this option is selected, if a subscriber cancels during an ongoing prepaid cycle, the subscription will be marked for cancellation and will only be terminated once all scheduled orders for the current cycle are fulfilled. |
Allow customers to cancel their subscription immediately. | This option if enabled, will allow the subscriber to cancel the subscription immediately in case of the prepaid subscription. |
Understanding cancellation flows workflow
When a subscriber clicks the cancel button, the cancellation journey begins based on the configurations set in your Loop admin. The flow is designed to guide customers through a structured experience aimed at reducing churn.
The cancellation flow is divided into three key parts as given below.
- Benefits page: Highlights the value of the subscription to encourage retention.
- Cancellation reasons: Gathers insights and shows tailored next steps based on customer responses.
- Cancellation offers: Presents personalized incentives to retain the subscriber.
We'll explore each of these components in the sections below.
Benefits page
The Benefits page is the first step in the cancellation flow. It allows brands to showcase key advantages of staying subscribed, such as discounts, exclusive access, convenience, or any other value-adds. This page is displayed when a customer initiates the cancellation process, serving as a gentle reminder of what they might lose if they choose to cancel.
The image below shows an example of a Benefits page as seen on the customer portal. The layout and content may vary based on your brand’s customization.
Cancellation reasons
You can set up multiple cancellation reasons based on specific conditions and recommend follow-up actions to encourage subscribers to continue their subscription.
For example, if a subscriber selects “Enough stock” as the reason, you can suggest actions like skip, delay order, or other options depending on your use case.
The image below shows an example of a cancellation reasons as seen on the customer portal.
Cancellation offer
If a subscriber still chooses to cancel, you can use cancellation offers as a last step to retain them. Provide discounts or gifts to incentivize them to stay, helping boost per-subscriber revenue without any marketing cost. These offers are not supported for prepaid subscriptions.
The image below shows an example of a cancellation offer as seen on the customer portal.
Customizing cancellation texts
You can tailor the messaging shown throughout the cancellation journey to reflect your brand voice. Customize headings, descriptions, button labels, and offer texts to create a more engaging and persuasive experience for subscribers.
To access the settings, navigate to Loop Admin > Retain > Cancellation flows > Texts tab.
Below is an overview of each styling section available in the Texts tab.
- General drawer text: These texts are displayed as part of cancel subscription flow triggered when customers click on "Cancel subscription" button.
- Cancellation reason texts: These texts are displayed as part of cancellations reasons flow.
- Alternative actions flow: These texts are displayed as part of cancel subscription flow triggered when customers click on "Cancel subscription" button
- Available offers drawer: Customers will see this screen when they have multiple offers to choose from.
- Cancellation remarks texts: These texts are displayed on remarks screen displayed at the end of cancellation flow.
Customer portal experience
Once the cancellation flows are configured as per your business needs, subscribers will be guided through the defined steps when they log in to the customer portal and click the "Cancel subscription" button.
The example video below demonstrates the cancellation experience from the subscriber's perspective.
Related articles
Here are some related articles that may offer additional insight and context.
Need help?
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Loop Subscriptions Team 🙂
Updated on: 28/07/2025
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