Universal Segments allow you to define subscriber groups once and apply them across Stay, including analytics, cancellation flows, and customer portal experiences.

For guidance on how to create and save a segment in Stay CLICK HERE.

Segment 1: VIP Subscribers

You should know who your VIPs are.

Your VIP segment should be based on performance data so you can personalize offers to subscribers who have been with your brand for the long term and contributed the most to your business’s recurring revenue.

Step 1: Use Stay Analytics to Surface Your VIP Threshold

To figure out who your VIP subscribers are, we’ll first start by finding which order number is the point where churn starts to level out (no big spikes), plus calculating their LTV at that point.

Navigate to Analytics → Summary → Risk Analysis and click on Total Orders.
Review order-level churn trends. For example: on this chart, the biggest drop-offs are after orders one and three.
Identify where the risk of churn starts to level off. For example: on this chart, churn levels off after order 4.

Common patterns for this graph look like:

Orders 2–3 → Highest drop-off
Orders 3–4 → Still volatile
Orders 4–6 → Stabilization

4. Navigate to Analytics → Summary → Average Subscription Revenue

Check your Average Subscription Revenue (AOV)
Multiply AOV $ × # of orders where churn levels out.

For example:

We’ll say that risk of churn levels out at order 4 and AOV is around $38. That would mean your VIP subscribers are the ones who have continued their subscription through at least 4 orders with a total LTV of around $152. ($38 AOV × 4 orders = $152)

Step 2: Create the Segment

Navigate to Subscription Data → Segments → New Segment,
Set conditions to match your VIP Subscriber threshold. In our example, that would be Subscriber Order Number ≥ 4 and Subscriber Lifetime Value ≥ $152
Name your segment: VIP Subscribers
Click Save.

Step 3: What To Do With This Segment

Filter analytics dashboards to compare VIP churn vs. overall churn
Create cancellation flows specifically targeted to your VIP subscribers. Maybe offer them an exclusive discount or a free gift based on how important they are to your brand.
Deliver special offers to your VIPs through ExperienceEngine or Quick Actions!

Segment 2: Churn Risk Subscribers

Keep track of subscribers who might be at risk of churning before they ever click “Cancel.”

Building a segment for subscribers at risk of churn allows you to shift from reactive retention to proactive intervention.

Instead of waiting for a cancellation event, you can:

Personalize cancellation flow experiences
Monitor at-risk behavior in analytics
Identify patterns before churn compounds

Churn rarely happens without warning. This segment helps you act on those warning signals.

Step 1: How Stay Defines Churn Risk

Stay’s churn risk score is powered by a predictive model that analyzes subscriber behavior and store-level trends to identify customers who are more likely to cancel.

It considers multiple signals — including subscription tenure, order patterns, pricing, and other behavioral data — and contextualizes risk within your store’s performance.

Important: churn risk is not a universal threshold. A “high” score for one brand may differ for another.

To learn more about how Stay calculates churn risk, see the full breakdown here:

Stay Dashboards FAQ → How is churn risk calculated?

Step 2: Create the Segment

How to Build the Churn Risk Segment

Navigate to Subscription Data → Segments
Click New Segment
Name the segment: Churn Risk Subscribers
Add the condition: Churn Risk and set the condition to include subscribers identified as at risk by Stay’s churn risk indicator
Click Save

This creates a dynamic segment that automatically updates as subscribers enter or exit churn risk status.

Step 3: What to Do With This Segment

Once created, apply this segment intentionally across Stay:

In Cancellation Flows

Show stronger save treatments to churn-risk subscribers
Adjust offer sequencing for this audience

In Analytics

Filter dashboards to compare churn-risk subscribers vs. overall performance
Monitor portal actions (skips, swaps, pauses) among at-risk customers

In the Customer Portal

Target messaging or banners to subscribers flagged as at risk

This segment should influence how at-risk subscribers are treated across retention touchpoints — not just how they’re reported on.

Segment 3: New Product Launch Subscribers

Understand how a new subscription product impacts retention

Not all subscription products perform equally.

A new launch can meaningfully change your retention curve — for better or worse. Creating a launch cohort segment allows you to isolate subscribers tied to that product and evaluate its impact clearly.

Without this segmentation, launch performance gets blended into overall churn and revenue metrics.

Step 1: Define the Launch Cohort

To measure launch performance accurately, isolate subscribers who:

Subscribed to the product
And started their subscription on or after the launch date.

Step 2: Create the Segment

Navigate to Subscription Data → Segments
Click New Segment
Name the segment: [Product Name] Launch Subscribers
Add the conditions:
- Product ID or Variant ID → Select the product
- Subscription Created At → On or after [Launch Date]
Click Save