---
title: What is Save offer?
url: https://markin.ai/glossary/save-offer
category: Retention and churn
aliases: Retention offer
---

# Save offer

> A save offer is an incentive presented to a customer who is about to leave: a discount, a pause, a plan downgrade or a service remedy. Its value depends entirely on whether it changes behaviour for someone who would otherwise have gone.

## Why it matters for ARPU

Save offers are the classic case for uplift modelling: given to customers who were staying anyway, they are a pure margin transfer that lowers ARPU while looking like a retention success.

## Related terms

- [Uplift model](https://markin.ai/glossary/uplift-model), An uplift model estimates the change in outcome caused by treating a customer, rather than the outcome itself.
- [Voluntary vs involuntary churn](https://markin.ai/glossary/voluntary-churn), Voluntary churn is a customer deciding to leave.
- [Contribution margin per user](https://markin.ai/glossary/contribution-margin-per-user), Contribution margin per user is revenue per user minus the variable costs of serving that user: delivery, payment fees, support, content or bandwidth, and any incentive granted.
- [Holdout group](https://markin.ai/glossary/holdout-group), A holdout is a randomly selected set of customers deliberately excluded from an action, kept as the counterfactual.

## Go deeper

- [Churn prediction vs retention decisioning](https://markin.ai/compare/churn-prediction-vs-retention-decisioning), Who should get the offer.
- [Retention decisioning](https://markin.ai/solutions/retention-decisioning), Offer selection with margin in view.

Source: https://markin.ai/glossary/save-offer