Cancellation profiles let you build any number of personalized cancellation flows, each targeted at a specific subscriber segment, alongside a General profile that always stays on as a fallback. Every profile draws from a shared library of benefit pages, reasons, and retention offers, so the same content can power multiple profiles at once. This article covers why cancellation profiles matter, how they work, and how to set one up.
Note: The General profile is included on every plan and cannot be deleted. Personalized profiles, meaning any profile beyond General, are available only on the Pro plan.
Why cancellation profiles
Cancellation flows have always started with the building blocks, a benefit page, a reason, an offer, and conditions were added on top afterward. Cancellation profiles flip that order. You start with who is cancelling, then design the intervention around that segment.
A loyal customer with a long order history is not the same save as someone who has been dormant for 60 days or stuck in dunning, and they should not see the same page. Cancellation profiles let you separate these journeys instead of routing everyone through one flow with rules layered on top.
Learn more: Cancellation analytics
How cancellation profiles work
Profiles are checked in priority order. The first profile a subscriber qualifies for is shown to them, and anyone who does not match any personalized profile falls back to the General profile.
Where a profile sits in your Profiles list determines its priority. Profiles are evaluated from the top down, and reordering your list changes which profile is checked first.
Note: The General profile is unconditioned and cannot be deleted, so every store
always has a fallback flow.
The shared intervention library
Benefits pages, reasons, and retention offers each live in one shared library per store, instead of being copied into every profile individually. The same benefits page or offer can power five different profiles while carrying a single, combined performance history.
Because each item is linked rather than duplicated, editing it once updates it everywhere it is used. Reusing an item in additional profiles does not reset its save-rate history.
You can map the same benefits page, reason, or offer to as many profiles as you need, so building 30 segments doesn't mean building 30 flows. To create a variation quickly, duplicate an existing item in the Interventions tab and edit the copy.
Setting up a cancellation profile
Follow these steps to create a new cancellation profile.
Navigate to Loop admin > Retain > Cancellation flows > Profiles tab, then click Create profile.
Enter a Name for your profile. This is only visible to your team.
Add Segment conditions to define which subscribers this profile targets. Click + Add condition, choose a condition type, then use + OR to combine multiple values for the same condition. A profile needs at least one condition, since unconditioned profiles are reserved for the General profile.
Click Create profile to save it. The profile starts in Draft status until you add at least one intervention stage.
Assign interventions to the profile: a benefits page, reasons survey, retention offers, and winback offers pulled from your shared intervention library.
Note: If a stage has no active items linked, subscribers do not see that stage, and the flow moves to the next configured one. The live preview shows a warning when a stage has no content added yet.
Preview your profile in the live preview on the right, then set its status to Active once you are ready.
Customize the profile's on-screen copy under the Texts tab. Each profile has its own drawer header, button text, reason help text, and other subscriber-facing copy that overrides the shared defaults, so you can match the messaging to the segment this profile targets. You can also manage translations for the profile's text from this tab.
Set profile-level behavior under the Preferences tab. Toggle Make reasons optional to let subscribers in this profile skip the reason survey and proceed directly to cancellation, and toggle Allow subscribers to choose among retention offers to show all eligible offers as a choice instead of only the highest-priority one automatically.
Using conditions to build segments
Conditions decide which subscribers a profile applies to. Start with a behavior that signals why a subscriber is leaving, then design the benefits page, reasons, and offer around that segment. These are common starting points.
Condition | When to use it |
Subscription in dunning | A subscriber who receives a payment failure notification may go straight to the customer portal to cancel. Target this segment with a retention offer that uses the Update payment method treatment, so the subscriber fixes the card instead of cancelling. |
Cancellation attempted in the last X days | Many subscribers who skip or pause come back to cancel, usually about a week later and sometimes within 48 hours. Use different messaging and a different offer for this segment than for a first cancellation attempt. |
Days since subscription creation | A subscriber who cancels within the first 7 days may not have understood the product's value, or may have joined only for an introductory discount. Target a short window after creation with a benefits page that explains the value of staying. To prevent early cancellations altogether, use Minimum orders criteria in cancellation preferences. |
Subscription value and lifetime spend | Filter by subscription value, lifetime spend, or both. High-value and low-value subscribers have different unit economics, so the offer you can afford to make differs for each. |
Days since last recurring order placed | Skips and pauses are common. A subscriber who has stopped ordering for a while is still subscribed but not contributing revenue. Target this segment with a retention offer that uses the Order now treatment to bring them back. |
Subscription created at | Target subscribers who joined during a special sale period, such as Black Friday and Cyber Monday (BFCM), so you can tailor the flow to that cohort. |
Active subscription count | Target subscribers with multiple active subscriptions separately from those with one. |
These are examples. The + Add condition dropdown lists every available condition, and you can combine conditions in a single profile.
Setting up cancellation preferences
Follow these steps to complete the process.
Navigate to Loop admin > Retain > Cancellation flows > Preferences
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.
Cancellation compliance: Some regions limit how much friction you can put in front of a subscriber who wants to cancel. This section lets you choose which regions each rule applies to, and Loop adjusts the cancellation flow for subscribers there.
Enable ARL compliant cancellation flow for U.S. customers: Enabling this overrides your cancellation flow for the selected U.S. states, so customers there aren't required to complete surveys before cancelling. If ARL-specific offers are active, they're shown with a prominent "Cancel subscription" button. By default, this applies to California and Colorado, and you can add other states, but you can't remove these two. Review and configure the offer descriptions for any state you add, since this setting ensures compliance with US Automatic Renewal Law (ARL) effective July 1, 2025.
Make cancellation reasons optional: Enabling this lets subscribers in the selected regions skip the reason survey and cancel straight away; where it applies, the survey is always skippable. New York is selected by default and can't be removed, reflecting New York City's Click-to-Cancel rule, effective October 1, 2026. Unlike the ARL setting, this only affects the reason survey; benefits, offers, remarks, and win-back still run as configured for these regions.
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. |
Managing your intervention library
Benefits pages, reasons, and retention offers are managed independently of any single profile, under Retain > Cancellation flows > Interventions tab. Building an item here makes it available to attach to any profile, and its performance is tracked as one combined history no matter how many profiles use it.
Benefits page
A benefits page is the first stage a subscriber sees when they start cancelling. It reminds them what they would lose, such as discounts, exclusive access, or other perks, before they move further into the flow. You can build multiple benefits pages and attach different ones to different profiles.
Learn more: Benefits page
Cancellation reasons
A reasons survey asks subscribers why they are leaving and links each reason to a follow-up action like pause, skip, or swap. It gives you feedback on churn drivers while offering a tailored save for each reason. Like benefits pages, reasons are built once and can be attached to any profile.
Learn more: Cancellation reasons
Retention offers
Retention offers are the last save point before a subscriber completes cancellation, presenting a discount, gift, or free shipping incentive. They can be tied to specific cancellation reasons or shown regardless of the reason selected. Retention offers are attached to profiles the same way as benefits pages and reasons.
Learn more: Retention offers
Instant winback offers
Instant winback offers appear right after a subscriber confirms cancellation, giving you one more real-time chance to win them back with a time-limited incentive. It never adds friction to the act of cancelling, since it only appears after cancellation is already confirmed.
Learn more: Instant winback offers
FAQs
Which option is proven in A/B testing for save rate, a video or an image?
Using a video brings a higher save rate and is a proven method to use in cancellation flows.
Can I use swap actions and retention offers for prepaid subscriptions in my cancellation flows?
Yes, you can use swap treatment actions and show retention offers for prepaid subscriptions inside your cancellation flows.
Is gifting an upcoming order available in cancellation flows?
Yes, gifting an upcoming order is available as a treatment option under the reasons.
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