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The subject line of their dunning email is “CanIRank Payment Declined”. Let’s take a look at an example from CanIRank: And if you can get your customer to get close to that feeling when they see your subject line, you’ll have a good chance of convincing them to open your dunning email. Those are what I like to call “oh crap” moments. And you know you need to do something right now in order to fix the situation. Your stomach might drop a little bit, and you feel a brief moment of worry. And you realize, “oh crap, Mother’s Day is tomorrow!” Or when you’re at home watching TV and then a jewelry commercial comes on. Then after you take a few steps, you pat your pocket and think to yourself “oh crap, did I forget my keys?” You know that feeling you get when you walk out the house and door locks behind you. Specifically, you want them to feel some type of emotion when they see your subject line. Using some classic copywriting skills can really come in handy here. If you want to get seen, you need to stand out. ![]() Your subject line has one job: to get your customer to open the email.Īlways remember that your dunning email is just one of dozens (or even hundreds) of messages in your customer’s inbox. In order to avoid that, let’s do a quick breakdown of each part of your dunning emails to improve your chances of getting the email delivered, read and clicked-through. If you make a mistake in any of those steps, you’re hurting your chances of getting paid. #Trackingtime reactivate account software#Plus, according to Mailchimp’s benchmarks, the average email from a software company gets a click rate of 2.45%. And while getting paid is a priority for you, it’s not always at the top of your customer’s to-do list. #Trackingtime reactivate account update#If you’re lucky enough for them to open your email, then you have to entice them enough to stop whatever they’re doing and update their billing info. Once you do make it to their inbox (or Promotions folder), they have to spot your email in a sea of other emails they have from other companies. (sorry for the bad joke, but I couldn’t resist.) ![]() #Trackingtime reactivate account how to#I’ll break down how to optimize every part of your dunning email, give you tips to make your emails stand out and share over 30 dunning email examples from other SaaS and subscription companies. Luckily, you don’t have to just sit back and let it happen.Īctively sending emails (a.k.a dunning emails) to customers when their payments fail is your best bet at recovering that lost revenue.īut what exactly should you include in your dunning email to catch your customers attention and get them to make their payment? That’s what we’re going to cover in this guide. Just how much damage is involuntary churn causing? According to our data, SaaS and subscriptions businesses lose around 9% of their MRR due to failed payments on average. The customers whose subscriptions end because their credit card payments failed and they never made up for the payment. And if you’re not careful, it can slowly eat away at your revenue and bleed your company dry. However, there’s another type of churn that gets overlooked. The customers who actively cancel their subscription. When most SaaS companies talk about reducing churn, they’re usually referring to voluntary churn. ![]()
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