The Upgrades campaign lets you move existing subscribers onto higher-value plans by offering them a clear upgrade path with a built-in incentive. Subscribers who are already on an active plan are the easiest audience to grow, and a structured upgrade offer captures additional revenue without relying on new customer acquisition. This article covers why to use it, how to set it up, the subscriber experience, and how to track performance.
Why use upgrades campaigns
Upgrades campaigns help you grow revenue from your existing subscriber base by giving them a reason to move up instead of staying on their current plan. Most subscribers will not upgrade on their own, even when a better plan exists, unless you surface the option directly and make the decision easy.
Key benefits:
Grow revenue from existing subscribers: Capture additional revenue without new customer acquisition costs.
Clear upgrade paths: Show subscribers exactly how their new plan compares to their current one, side by side.
Flexible upgrade types: Upgrade SKUs, upgrade SKUs with a frequency change, or increase product quantity along with frequency.
Built-in incentives: Offer a discount or fixed price to give subscribers a reason to upgrade now rather than later.
When to use this campaign
This campaign works best in the following situations:
You want to move subscribers from entry-level SKUs to premium versions of the same product.
You have launched a larger pack size and want existing subscribers to switch from the smaller pack.
You want high-consumption subscribers to upgrade both their product size and their delivery frequency together.
You have launched a premium product line and want current subscribers to be the first to upgrade.
How to create an upgrades campaign
Navigate to Loop admin > Campaigns > Create campaign, then select Upgrades campaign. Add an internal name so you can identify the campaign later.
Select audience
Choose which subscriptions should see the upgrade offer:
All active subscriptions: The campaign applies to every active subscription in your account.
Specific active subscriptions: Filter by conditions such as product, frequency, or tags, or add specific subscription IDs to target a subset.
Select channel
Choose where the upgrade offer will be displayed to subscribers:
Customer portal banner.
Email or SMS through third-party marketing apps like Klaviyo.
Both customer portal and email or SMS.
Configure action properties
Action properties define what kind of upgrade subscribers are being offered. Choose one of the following options based on the type of upgrade you want to promote:
SKU upgrade: The subscriber swaps their current product SKU for a higher-value SKU while keeping their existing delivery frequency.
SKU upgrade + frequency change: The subscriber swaps to a higher-value SKU and changes their delivery frequency in the same upgrade.
Product quantity upgrade + frequency change: The subscriber increases the quantity of their current product per order and changes their delivery frequency in the same upgrade.
Select incentive
An incentive gives subscribers a reason to accept the upgrade now rather than stay on their current plan. Choose one of the following incentive types:
Based on selling plan: Apply the discount already configured on the new product's selling plan.
Fixed discount: Apply a flat amount off the upgrade price, such as $10 off.
Percentage discount: Apply a percentage off the upgrade price, such as 15% off.
Fixed price: Override the price entirely and set a specific upgrade price regardless of the list price.
Add customer portal banners
Upload banner creatives for both desktop and mobile so the upgrade offer looks right on every device:
Desktop banner: recommended 3912 × 964 px.
Mobile banner: recommended 2000 × 960 px.
The banner appears at the top of the subscription details page inside customer portal.
Customize texts
Configure the messaging subscribers see in the banner and the upgrade drawer. Clear communication of the upgrade benefits improves the acceptance 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 banner disappears automatically from customer portal and upgrade links shared through email or SMS will no longer open the upgrade drawer.
Notify completion alert (optional)
Enter an email address to receive alerts when subscribers accept an upgrade. This helps your team monitor adoption in real time.
To know how to set up campaigns in Klaviyo, click here
Customer experience
When a subscription is eligible for an upgrade, a promotional banner appears at the top of the subscription details page in customer portal. The banner highlights the benefits of upgrading, such as better pricing or added perks.
When a subscriber clicks the banner:
An upgrade drawer opens with the full offer details.
The drawer compares their current subscription with the new upgrade option, including pricing and frequency changes.
If multiple upgrade options are available, the subscriber can click See all upgrades to browse the full list.
Even if a subscriber dismisses the banner, they can still access the upgrade offer later through a dedicated upgrade button on their subscription page. This makes sure no subscriber loses access to the offer just because they closed the banner once.
Performance tracking
Track campaign results by navigating to Loop admin > Campaigns. You can review the following metrics for each upgrades campaign:
Audience: Number of subscribers targeted by the campaign.
Clicks: Number of subscribers who opened the upgrade drawer.
Completion rate: Percentage of subscribers who accepted the upgrade.
Use these insights to refine your targeting, incentive types, and upgrade configurations over time.
FAQs
Can I offer multiple upgrade options to the same subscriber?
Can I offer multiple upgrade options to the same subscriber?
Yes, you can configure multiple upgrade options for the same subscriber, and they will see a See all upgrades button inside the drawer that lets them browse the full list before choosing one.
Need help?
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Regards,
Loop Subscriptions Team 🙂