Cancellation profiles playbook

Cancellation profiles let you show a different cancellation flow to each group of subscribers, based on segment conditions you set. Subscribers cancel for different reasons, such as a failed card, a discount they came for, too much product or a long break, so a flow built for each group saves more of them than one generic flow. This article explains how profiles and priority work, which segments you can create and how to track results.

Learn more: Cancellation profiles

When a subscriber starts to cancel, we check your profiles from top to bottom and show the first one they match. Subscribers who match no profile see your General profile.

The order of your profiles decides which flow a subscriber sees. Place narrow, situation-based profiles (such as failed payment) above broad ones (such as loyal customers), so each subscriber reaches the flow that fits them best. A subscriber can land in a different profile than you expect, for example a loyal customer whose payment failed sees Failed payment because it sits higher than Loyal customers.
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Subscribers cancel for different reasons, but a single cancellation flow shows the same benefits page, reasons and offers to all of them. A subscriber whose card failed needs a different save than a loyal customer with 12 orders. A tailored flow speaks to why each group is leaving, so it saves more of them than one generic flow.

Each profile controls what its subscribers see. Each reason can have a treatment mapped to it, such as a frequency change or a product swap, and we show the treatment that matches the reason a subscriber picks. A retention offer, such as a percentage discount, free product, loyalty points or free shipping, can be paired with one treatment action: Skip, Delay, Order now or Update payment method.

Learn more: Cancellation reasons and Retention offers

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Navigate to Loop admin > Retain > Cancellation flows > Profiles tab, then click Create profile.

To create a profile, add the condition from its segment below and follow the steps in Setting up a cancellation profile.

Note: We have created the nine default segments below as draft profiles for new stores only. If your store moved from the earlier cancellation flows setup, you may not see them, and you can create any of them using the conditions in this article.

The nine segments below are listed in priority order, matching the profiles list. Each block shows who the segment targets and why it deserves its own flow, and links to a detailed article with setup ideas.

This profile targets subscribers whose last payment failed. Many of them arrive from a failed-payment email and choose cancel instead of updating their card, even though they still want the product. A separate flow lets you focus on fixing the payment problem instead of treating them like unhappy subscribers.

Segment condition used: Subscription dunning status is In dunning.

Learn more: Failed payment cancellation profile

This profile targets subscribers who signed up in the last two days and are already trying to cancel. Many joined to get the first-order discount and planned to cancel right after the first charge. A separate flow lets you respond to this behavior without changing the experience for everyone else.

Segment condition used: Subscription created within last 2 days.

Learn more: Discount hunters cancellation profile

This profile targets subscribers who tried to cancel in the last seven days and were saved, but are now trying again. Whatever kept them the first time did not hold. A separate flow means they do not see the same flow that already failed to keep them.

Segment condition used: Cancellation attempted within last 7 days.

Learn more: Recently saved cancellation profile

This profile targets subscriptions that have not had an order in 60 days or more. These subscribers have often skipped or paused for a while and are now cleaning up subscriptions they no longer use. A separate flow lets you win them back before they leave for good.

Segment condition used: No orders placed in last 60 days (minimum). You can change 60 to a number that fits your delivery frequencies.

Learn more: Dormant subscriptions cancellation profile

This profile targets subscribers who signed up during Black Friday and Cyber Monday. They joined on campaign pricing, so they often expect different terms than your regular subscribers. A separate flow lets you treat campaign subscribers differently in the months after a big sale.

Segment condition used: Subscription created between November 26, 2026 and December 2, 2026. Change these dates to match your own campaign window.

Learn more: BFCM subscribers cancellation profile

This profile targets customers who have two or more active subscriptions. When they cancel one, they usually stay with your brand through the others. A separate flow lets you avoid giving your biggest discounts to customers who are not leaving your brand.

Segment condition used: Active subscription count is 2 or more.

Learn more: Multiple active subscriptions cancellation profile

This profile targets customers who have placed five or more orders with you. They already know and like your product, so they usually leave for practical reasons like too much stock, budget or timing. Losing them costs the most, so a more personal flow is worth building.

Segment condition used: Total customer orders is 5 or more.

Learn more: Loyal customers cancellation profile

This profile targets subscriptions with exactly two orders: the first checkout order and one recurring order. Churn is usually highest at this point, after subscribers have seen what a regular delivery feels like. A separate flow lets you focus on the stage where most subscriptions drop off.

Segment condition used: Total specific subscription orders is 2 (minimum 2, maximum 2).

Learn more: Subscription with 2 orders cancellation profile

This profile targets subscriptions with only the first checkout order and no recurring order yet. These subscribers have not seen the value of a regular delivery, so they are deciding based on a single order. A separate flow helps you keep them until they receive their first recurring order.

Segment condition used: Total specific subscription orders is 1 (minimum 1, maximum 1).

Learn more: Subscription with 1 order cancellation profile

The Profiles list shows the save rate, saves and attempts for each profile. Compare these numbers to see which flows keep more subscribers and which need changes.

Learn more: Cancellation analytics

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