7 lifecycle automations every subscription app should run

Most subscription apps eventually send some lifecycle email. Fewer run a coherent set of automations keyed to product events: with clear entry, exit, and channel per journey. The gap shows up in trial conversion, involuntary churn, and silent lapses that neither email nor push reaches because nobody defined the trigger.

These seven automations are the baseline we see across successful mobile and web subscription teams. For each: trigger, primary channel, backup channel, and exit condition. Implement in Rheo Engage (plus Convert where the fix is in-app), or map the same logic to your lifecycle stack: the patterns matter more than the logo.

1. Trial mid-point nudge

Job: Users who started a trial but have not hit the core value action by mid-trial need a focused push toward the aha moment: not a generic "hope you're enjoying" message.

Field	Detail
Trigger	trial_started + 50% of trial elapsed + no aha_event (define per product)
Primary	Push: one sentence + deep link to feature
Backup	Email with screenshot and steps
In-app	Convert tip overlay on next open
Exit	aha_event fired or trial_converted / subscription_started
Suppress	User already completed onboarding checklist

Pair with step-level analytics so you know which feature to highlight (step-level funnel analytics).

2. Onboarding incomplete

Job: Finish setup before paywall fatigue sets in.

Field	Detail
Trigger	onboarding_started + stall on step N for 24-48h (no onboarding_completed)
Primary	In-app Convert: resume journey at last step
Backup	Email "Pick up where you left off"
Push	Optional if marketing consent and step < 50% complete
Exit	onboarding_completed or user enters paywall trial
Suppress	Users who explicitly skipped optional steps

Remote onboarding lets you shorten the path for this segment without a release (remote onboarding flows).

3. Cancel save follow-up

Job: After voluntary cancel, one respectful save attempt: not twelve emails.

Field	Detail
Trigger	cancel_survey_submitted or RC CANCELLATION with voluntary flag
Primary	In-app Convert cancel-save flow with reason branch
Backup	Email within 24h referencing stated reason
Webhook	Slack for high-MRR accounts
Exit	subscription_reactivated or 14 days
Suppress	Involuntary billing cancel (route to payment automation)

See in-app cancellation flows and eight cancellation flow examples.

4. Win-back after expire

Job: Recover lapsed subscribers with coordinated channels.

Field	Detail
Trigger	subscription_status = expired + voluntary churn
Primary	Email day 2-3 value recap
Backup	Push on app open; in-app win-back flow
Webhook	CRM / ads suppression on resubscribe
Exit	Resubscribe or 60-day sunset
Suppress	Active win-back from automation #3 overlap: dedupe

Full orchestration: event-triggered win-back.

5. NPS detractor branch

Job: Turn low scores into support loops and product signal: not ignored survey data.

Field	Detail
Trigger	In-app NPS flow submits score ≤ 6 (in-app NPS flows)
Primary	Webhook to Zendesk/Intercom with score + comment
Backup	Email from founder template for small teams
In-app	Convert follow-up "What would make this a 9?" for passives optional
Exit	Ticket created or user submits follow-up
Suppress	Promoter upsell automations for same session

Promoters (9-10) can enter a separate review-request automation: do not mix branches.

6. Payment failed

Job: Recover involuntary churn before expire.

Field	Detail
Trigger	RevenueCat BILLING_ISSUE / subscription_status = billing_retry
Primary	Email with update payment link (store or web)
Backup	Push day 1 and 3 if consent
In-app	Blocking banner on open with restore CTA
Webhook	Finance queue if B2B
Exit	subscription_reactivated or expired → hand off to win-back #4

Tone is utility, not marketing: consent rules may differ; confirm with counsel.

7. Feature adoption (paid idle)

Job: Paid subscribers who pay but do not use core features churn at renewal.

Field	Detail
Trigger	subscription_active + no core_feature_used in 14 days
Primary	In-app Convert education flow
Backup	Email with use case story
Push	Single highlight notification
Exit	Feature used or 30-day cap on messages
Suppress	Seasonal products with expected idle periods

Connects retention to product analytics: the same events you use for funnels should drive Engage segments (lifecycle from in-app events).

Summary table

#	Automation	Trigger gist	Primary channel
1	Trial mid-point nudge	Mid-trial, no aha	Push
2	Onboarding incomplete	Stall on step	In-app
3	Cancel save follow-up	Voluntary cancel	In-app
4	Win-back	Expired sub	Email
5	NPS detractor	Score ≤ 6	Webhook
6	Payment failed	Billing issue	Email
7	Feature adoption	Paid, idle	In-app

Implementation order

If you cannot ship all seven in one sprint:

1. Payment failed: fastest involuntary churn ROI
2. Onboarding incomplete: lifts trial starts
3. Trial mid-point nudge: lifts conversion
4. Cancel save: reduces voluntary churn
5. Win-back: recovers lapses
6. NPS detractor: quality loop
7. Feature adoption: renewal defense

Each automation needs marketing consent where promotional, identity merge for anonymous onboarding, and exit events synced from RevenueCat.

Shared properties every automation should set

Consistent properties make segments composable and prevent contradictory journeys.

Property	Set by	Used for
subscription_status	RevenueCat webhook	Suppress trial nudges when paid
marketing_consent	Signup / CMP	Gate email and promo push
onboarding_flow_version	Convert publish	Branch copy in Engage
trial_day	Scheduled compute or RC	Mid-trial timing
last_engagement_at	SDK heartbeat	Cooldown rules

When two automations could fire the same day (trial nudge + feature adoption), define priority: payment failed and onboarding incomplete beat promotional education.

QA script before launch

1. Create test user; walk funnel with dev build.
2. Force webhook fixtures for RC billing states in staging.
3. Confirm unsubscribe link works on every email template.
4. Verify push deep link opens correct Convert flow variant.
5. Trigger webhook to staging endpoint; assert idempotent handling.

Repeat after every SDK bump that touches event names.

Stack reminder

Rheo Analytics defines whether triggers fire; Convert delivers in-app fixes; Engage sends email, push, and webhooks. RevenueCat remains billing truth; Superwall or native paywalls still present offers: Engage moves users to the right surface.

Start for free and enable the first two automations from your existing SDK events.