The Mystery rewards campaign lets you surprise subscribers who are at risk of churning with a reward they discover only after claiming it. The reward can be a free gift added to their next order or a discount applied to their upcoming orders, and the element of surprise is what drives subscribers to engage. This article covers why to use it, how to set it up, the subscriber experience, and how to track performance.
Why use mystery rewards campaigns
Mystery rewards campaigns help you retain subscribers who are on the edge of cancelling by giving them an unexpected reason to stay. Subscribers who feel recognized and rewarded are far more likely to continue their subscription than those who receive no intervention at all.
Key benefits:
Reduce churn: Win back high-risk subscribers before they cancel by giving them a reason to stay.
Drive engagement through surprise: The hidden reward creates curiosity and higher click-through rates than standard offers.
Flexible reward options: Offer either a free gift or a discount depending on what works best for your margins.
Flexible outreach: Run the campaign through customer portal, email and SMS via Klaviyo, or both channels together.
When to use this campaign
This campaign works best when you have identified subscribers showing churn signals and want to re-engage them with something unexpected. Common scenarios include:
Subscribers who have skipped multiple upcoming orders.
Subscribers with a history of failed payments that have since recovered.
Subscribers who have not interacted with their subscription in a long time.
Subscribers reaching a milestone moment such as a subscription anniversary.
Subscribers flagged through your own churn scoring who need a retention push.
You can target any of these groups using the filter-by-conditions option inside the audience step, based on the conditions you use to define "high-risk" in your business.
How to create a mystery rewards campaign
Navigate to Loop admin > Campaigns > Create campaign, then select Mystery rewards. Add an internal name so you can identify the campaign later.
Select audience
Choose which subscriptions should see the mystery reward:
All active subscriptions: The campaign applies to every active subscription in your account.
Specific subscriptions: Filter by conditions such as product, frequency, skip history, or tags, or add specific subscription IDs to target a subset.
This is where you build your high-risk audience by filtering for the churn signals that matter to your business.
Select channel
Choose where the mystery reward will be displayed to subscribers:
Customer portal popup.
Email or SMS through third-party marketing apps like Klaviyo.
Both customer portal and email or SMS.
Mystery reward configuration
Choose the reward that will be revealed to subscribers when they claim it:
Add a free gift: Select a product that will be added to the subscriber's next order automatically.
Add a discount: Set a discount that will be applied to the subscriber's upcoming order or orders.
The reward stays hidden until the subscriber taps to claim it, which is what drives the surprise element of the campaign.
Customize texts
Configure the messaging that subscribers see in the reward popup and the reveal screen. Clear communication makes the surprise feel intentional and improves the claim rate.
Set timeline
Set the campaign start and end date and time. By default, campaign duration is one month, calculated as the difference between the start and end date.
Once the campaign expires, the popup disappears from customer portal and any links shared through email or SMS will no longer open the reward.
Notify completion alert (optional)
Enter an email address to receive alerts when subscribers claim their mystery reward. This helps your team monitor adoption in real time.
To set up the same campaign in Klaviyo, see popular use cases in Klaviyo.
Customer experience
When the campaign is live, eligible subscribers see a popup in their customer portal that says A special reward for you with a Tap to claim button below it. The reward itself stays hidden at this stage to preserve the surprise.
When a subscriber taps to claim:
The popup reveals the specific reward they have won.
If the reward is a discount, the message explains that they will receive a discount on their next order or orders.
If the reward is a free gift, the message shows which product they will receive.
The subscriber then clicks Continue to accept the reward. Once accepted, the reward is applied to their next order automatically and the campaign disappears for that subscription.
Performance tracking
Track campaign results by navigating to Loop admin > Campaigns. You can review the following metrics for each mystery rewards campaign:
Audience: Number of subscribers targeted by the campaign.
Clicks: Number of subscribers who tapped to claim the reward.
Completion rate: Percentage of subscribers who successfully claimed and accepted the reward.
Use these insights to refine your targeting, reward types, and timing over time.
FAQs
Can I choose both a free gift and a discount in the same mystery rewards campaign?
Can I choose both a free gift and a discount in the same mystery rewards campaign?
No, each mystery rewards campaign can offer either a free gift or a discount, but you can run multiple mystery rewards campaigns in parallel with different reward types if you want to test which one performs better with different audiences.
Need help?
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Loop Subscriptions Team 🙂