Win back lapsed members

You end up with a Mailchimp campaign that goes to everyone who used to pay, with a button that opens checkout with a discount already filled in. The Dashboard then counts who came back.

You'll need

• A console login with the Owner role, and a Mailchimp login
• The discount you want to offer, and until when

1. Open Plans → Discount codes and press New code. Type a code such as WELCOMEBACK.
2. Choose First payment only. Tick One use per member. Untick New members only (never paid before), or nobody who lapsed can use it. Set an end date, then save.
3. Open Settings → Email. Under Membership emails, tick Mailchimp tag fms:lapsed and press Save changes.
4. Open Plans, press Open on the plan to offer, and copy the address of the checkout page that opens.
5. Add &code=WELCOMEBACK to the end of that address. This is the link for the campaign's button.
6. In Mailchimp, create a campaign to a segment where the tag is fms:lapsed. Put the link on its button and send a test to yourself.
7. Press the button in the test email. Checkout should show the code already applied.

Moves money

The code changes what people pay. Check the discount and the end date before the campaign goes out.

Check it worked

• Saving showed "… members who used to pay are being re-synced with Mailchimp"
• A few minutes later, Mailchimp's tag fms:lapsed has contacts
• The test email's button opens checkout with the code applied
• After people join, the Dashboard's growth table shows them under Won back

Who has the tag

The tag goes on anyone who once paid by card or bank transfer, whose paid membership has ended, and who is not paying now. It comes off by itself when they join again. It does not go on:

Member	Why not
Someone who only ever had comp or gift access	They never paid.
Someone Stripe is still collecting from, even late	Checkout would refuse them.
Someone not in the Mailchimp audience	FMS never adds contacts when it re-syncs.

Members who lapsed before FMS took over

They carry the tag only if their ended membership came across in the import. The Stripe importer brings ended subscriptions across when you tick the option to include cancelled ones. For anyone else, segment on the audience's existing PMPro data for the first campaign.

Reading the result

The Dashboard's growth table has two columns for people coming back:

Column	Counts
Returned	Anyone back after a gap, with or without a code.
Won back	Anyone who used a discount code after an earlier paid membership ended. This is the campaign's number.

Any code counts under Won back, so a second campaign with its own code is measured the same way. Mailchimp's own report shows who opened and clicked.

Turning it off

Untick Mailchimp tag fms:lapsed and save. FMS re-syncs everyone who used to pay, which takes the tag off them in Mailchimp over the next few minutes. The empty tag itself stays in Mailchimp's list of tags; delete it there if it is in the way.