Our current dunning emails just aren’t cutting it when it comes to getting users to update their payment methods.
We’ve experimented with the standard urgency tactics and warnings about service interruptions, but it seems like we’re still losing too many users who are just churning instead of taking action.
I’m curious, what kind of messaging has worked for you in getting users to update their info?
We send one email with a direct link to update payment. Skip the drama and make it easy.
Hit them with the value loss angle, not payment issues. First email goes out within an hour - get specific about what they’re losing. “Your 47 saved projects will be locked” crushes generic “your account will be suspended” messages. Day 4, send social proof showing what other users are doing with the product. Day 7, throw in a small carrot - maybe a free month if they fix it in 24 hours. Don’t spam them about the failed payment. One tech notice, then it’s all about what they’re about to lose.
I’ve tested tons of approaches for subscription apps. What works? Treat it as a service issue, not payment failure.
Ditch “your payment failed” for “we couldn’t process your subscription renewal” - keep it about maintaining their account.
My winning sequence: instant email with one-click fix, wait 3 days then show what they’ll lose access to (benefits, not threats), final email at 7 days with a comeback discount.
The game-changer was making updates brain-dead simple. Card form embedded in the email when possible, or direct link to pre-filled forms.
35% recovery rate across multiple apps with this approach.