The very best-case state of affairs is {that a} cancellation electronic mail turns a churned subscriber right into a retained buyer.
However that’s not all of the cancellation electronic mail can do.
Just lately, I canceled a subscription. The reality was, I wasn’t fully happy with the corporate, and another person may do the identical factor for a similar cash. I left.
Inside hours, I acquired a really well mannered electronic mail from customer support, which made me really feel valued. They provided a reduction, and I felt they had been very understanding. I admit it wasn’t sufficient to encourage me to enroll once more, but it surely did permit the subscriber/software program “relationship” to finish properly. The cancellation electronic mail was sufficient to curb my dissatisfaction, and now my narrative in regards to the firm is constructive; I’d even advocate them to a buddy!
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Whereas this cancellation electronic mail hadn’t fairly wooed me again, it definitely left the door vast open for the long run. It made me respect the facility of a superb electronic mail when the chips are down.
On this article, we’ll discover the elements of well-done cancellation emails — plus share a template so that you can create one in all your individual.
Desk of Contents
The Greatest Cancellation Emails
I’ve dug by way of my emails and spoken to knowledgeable electronic mail entrepreneurs to seek out fifteen of the perfect cancellation emails. I’ve included why they’re efficient, with the stats to show it.
By studying from these cancellation electronic mail examples, you’ll be capable of create your individual model that may convey your prospects again — or no less than let you half methods in one of the simplest ways doable.
1. Zero Bounce
Zero Bounce has a staged course of in the case of cancellation emails. Zach Nonnemacher, Electronic mail Strategist at ZeroBounce, explains the circulation.
- The particular person goes to cancel within the dashboard. A modal pops up asking for suggestions and provides them a reduction provide to remain.
- In the event that they settle for, ZeroBounce sends a affirmation electronic mail exhibiting what they accepted.
- In the event that they reject, ZeroBounce sends a follow-up primarily based on that.
- Then, in the event that they did not settle for the primary follow-up provide, ZeroBounce sends a second electronic mail later to those that rejected.
The emails have an open fee between 34% and 51%.
It’s price noting that earlier than Zero Bounce sends their first electronic mail, they’re gathering necessary data by way of a suggestions pop-up. In addition they incentivize the consumer to return with a reduction.
What I appreciated about it: I like how Zero Bounce has a circulation of emails that considers the place the consumer relies on how they responded to the primary electronic mail. I additionally actually like that Zero Bounce is asking for consumer suggestions. This data provides insights explaining churn to allow them to work to cut back this sooner or later by way of advertising and marketing messaging or alterations to their providing.
2. Niceboard
Like Zero Bounce, Niceboard has a cancellation electronic mail circulation. Noticeboard sends two emails.
Hanna Feltges, Progress Marketer at Niceboard, defined the function of every electronic mail to me.
Electronic mail one (above) is distributed to prospects a day earlier than their plan is canceled.
Feltges believes the weather that make this electronic mail profitable for Niceboard embody:
- Stating the options that customers would lose entry to when not upgrading. This helps recall why the consumer selected Niceboard within the first place.
- The timing of the e-mail is someday earlier than cancellation, giving the consumer a heads-up to take motion.
- The framing of “persevering with to have entry to those options” makes the recipient take motion and reduces friction.
- Providing a easy approach to contact Niceboard (reply to the e-mail).
Electronic mail two is distributed to prospects the day their plan is canceled. Electronic mail two is efficient as a result of it
- Supplies a simple approach to get again to utilizing the device (“all of your work has been saved”).
- Takes a proactive step to cut back friction for upgrading (“3 methods to sweeten the deal”): Recommendations on methods to enhance their expertise and the power to change to a free plan.
- Provides a simple approach to unsubscribe. Whereas this may appear too simple, we consciously determined to counsel this to disqualify anybody not genuinely all in favour of our product.
What I appreciated about it: An electronic mail circulation serves as a form reminder to your canceling subscriber. We’re all busy, and the temptation of a “sweeter” deal may simply be sufficient to convey somebody again. I just like the second electronic mail and the way there are various choices for the consumer to select from. They will choose up suggestions, keep on as a free consumer, or unsubscribe.
As Feltges defined, the unsubscribe may be very apparent on this electronic mail, however Niceboard is joyful to lose disqualified electronic mail leads. I believe this builds a little bit of belief, too. I’d favor an organization that merely served me (even when I unsubscribe) quite than entice me in additional emails.
3. RecurPost
Debbie Moran, advertising and marketing supervisor at RecurPost, supplied an instance of their electronic mail cancellation.
Moran mentioned, “I personally interact with prospects canceling their subscriptions as part of our buyer retention technique. Via this, I goal to know their causes, collect suggestions, and discover options to deal with their considerations.”
Due to Moran’s private electronic mail, she was capable of flip this nearly-churned buyer again right into a subscriber. Moran mentioned, “I spotted that the client’s concern was budget-related, not dissatisfaction with RecurPost. Via open communication and help from our gross sales help workforce, we personalized a budget-friendly plan for her, making her a cheerful and retained buyer.”
Moran believes there are 5 key explanation why the client stayed:
- Custom-made budget-friendly plan.
- Open communication.
- Responsive buyer help.
- Flexibility and flexibility.
- Constructive buyer expertise.
Lastly, Moran mentioned, “Via these emails, my fundamental aim is to show cancellations into alternatives for enchancment and continued buyer satisfaction.”
What I appreciated about it: It’s cliche, however individuals do enterprise with individuals. On this interplay, Moran was capable of flip a churned subscriber right into a retained subscriber. Wanting on the electronic mail, the communication, responsive help, and the whole lot else, it’s very clear to me how RecurPost saved their buyer.
4. Linktree
That is the cancellation electronic mail I acquired just some days in the past, and it’s fairly efficient. I signed up for Linktree as a result of I wished to offer it a take a look at for 30 days, freed from cost. I’m infamous for forgetting to cancel subscriptions, so I selected to cancel this instantly to benefit from the 30 days and not using a potential undesirable invoice.
I wished to check the software program after which decide about whether or not or to not keep it up and pay. For somebody on this scenario, this electronic mail is nice. It reinforces the professional options, helps the device with social proof within the type of evaluations, and permits me to resume from the e-mail simply.
What you don’t see on this electronic mail is the cancellation course of. Earlier than I even acquired an electronic mail, Linktree provided me 25% off; truthfully, it was tempting.
What I like: This can be a clear and well-designed electronic mail. I genuinely did learn the evaluations as a result of though I’ve at present canceled my subscription, I’m very a lot within the explorative section with this new software program. The renew button within the electronic mail offers me a simple place to return to if/when I’m able to commit.
5. Disney
For those who’ve canceled a Disney subscription, you’ll obtain an electronic mail just like the one above. It’s fairly to the purpose however does the whole lot it must. Disney expresses its disappointment to see you go, confirms the main points (cancellation date), and serves as a reminder which you could restart anytime.
The e-mail contains the “restart subscription” button to take away friction. Earlier than canceling my Linktree subscription, I would’ve questioned why Disney and others added a “restart” CTA, but when somebody’s subscription is coming to an finish with out their realizing, the frictionless renewal/restart could be a lot appreciated.
What I appreciated about it: I appreciated how Disney suggested prospects on what to do if additionally they had The Disney Bundle. I discovered this very clear. Disney may simply permit unknown subscriptions to go away their prospects’ banks, however they did the suitable factor.
Customers respect actions resembling this, however additionally they save customer support quite a lot of time with a) disgruntled prospects and b) refund requests. An excellent transfer throughout.
6. Twitch Turbo
Twitch Turbo removes adverts so you possibly can get pleasure from your viewing! Their cancellation electronic mail may be very easy and to the purpose. They’re providing you with all the data and never making any grand gestures, resembling reductions or incentives to convey you again.
What I appreciated about it: This could possibly be barely contradictory to my earlier feedback, however I like its simplicity. I respect not being pulled again in with a suggestion. Nonetheless, I’d encourage cancellation emails to incorporate a suggestion the place doable.
7. Kmart
A cancellation of products requires an electronic mail so the customer is aware of their cancellation was profitable.
This instance from Kmart confirms the refund request has been famous. They’ve shared the objects throughout the electronic mail so the recipient has a reference. On this case, the consumer triggered the cancellation, however for circumstances the place it was not, Kmart provided the why behind the cancellation. They’ve additionally acquired fast entry to speak or assist, which is nice customer support.
What I appreciated about it: One factor that stands out to me on this electronic mail is the affirmation of cancellation, adopted by reassurance that the refund affirmation electronic mail is on its approach. This electronic mail ensures that the recipient has extra solutions than questions and is within the learn about what’s happening.
8. Reserving.com
Cancellations on Booking.com aren’t all the time simple as reserving.com is the third occasion between the customer and the property.
Like Kmart (above), Reserving.com has finished a superb job reassuring the recipient about what’s taking place. This straightforward electronic mail contains an replace: Reserving.com is discovering an answer concerning cancellation with the property.
Naturally, reserving.com has protected itself and given the recipient all the data, together with a reminder in regards to the property phrases.
What I appreciated about it: Though the matter is in hand and Reserving.com is negotiating with the property, I like that they gave the recipient full management over the whole lot by offering contact particulars.
9. Cathay Pacific
This cancellation electronic mail was despatched throughout a busy time for Cathay Pacific. As you possibly can see within the electronic mail, they’ve acquired a big enhance in refund requests and have clarified to the client that they’re doing the whole lot they’ll. Plus, they’re additionally managing expectations with a time interval of seven to twenty enterprise days.
Moreover, Cathay Pacific has already apologized for potential delays. Their customer support all through this electronic mail is nice.
What I appreciated about it: The e-mail is well mannered and to the purpose, however Cathay Pacific has finished the whole lot it must appease and serve its prospects.
10. Craft Gin Membership
I joined and canceled a Craft Gin membership a while in the past. This cancellation electronic mail adopted, and I appreciated it.
A plain textual content electronic mail from Amy felt real. It was extra like a communication together with her than an ordinary cancellation electronic mail that everybody would obtain. Although I do know everybody would obtain this, the e-mail didn’t lose its appeal.
The e-mail provided all of the frequent components of a cancellation electronic mail: Amy tells me she’s sorry I’m leaving, leaves the door open for me to return, and tells me what I’m dropping by canceling.
Lastly, Amy requested if I may fill out the suggestions kind.
What I appreciated about it: The suggestions kind is in daring textual content. Craft Gin is all in favour of realizing the why behind individuals leaving. I extremely advocate including this to cancellation emails or throughout the cancellation journey. Generally, a cancellation is finished with a heavy coronary heart, and the consumer may respect a second to inform you what’s up.
Plus, if you recognize why they canceled, you’ve acquired one other probability to convey them again, or if not, you possibly can enhance issues for the subsequent particular person.
11. LastPass
This LastPass cancellation electronic mail is a superb instance of somebody reluctantly canceling with an organization and the significance of the suggestions layer.
I ended a two-year partnership with LastPass days after my subscription was renewed.
LastPass graciously refunded the annual subscription value and despatched the e-mail above. I discovered it extremely efficient. As a substitute of begging me again, LastPass acknowledged me as a buyer, requested why I used to be leaving, and provided a 15% low cost. The provide of a reduction felt like a delicate try, which I appreciated.
I did give LastPass my time to clarify why I used to be leaving, they usually did provide some reassurances. I appreciated LastPass asking in regards to the motive for my cancellation.
Whereas I didn’t renew with LastPass, I do be ok with how I used to be handled as a buyer, and who is aware of, possibly I’ll return someday.
What I appreciated about it: The politeness of the e-mail alongside the supply made it exhausting to go away LastPass. I used to be tempted again! Though I didn’t return this time, it turned me from a categoric “I’d by no means use LastPass once more” to a “who is aware of, possibly I’ll return sooner or later.”
12. Washington Submit
LastPass and Craft Gin aren’t the one firms utilizing a plain textual content electronic mail for his or her cancellation.
Washington Post’s plain textual content electronic mail persuaded Sandra Grauschopf, Advertising and marketing Supervisor at Kodeco, to stay a subscriber.
Grauschop mentioned, “It is not a improbable electronic mail, however the provide was excellent to make the worth (to me) well worth the cash. It satisfied me to proceed as a subscriber.”
I can see why. The e-mail comes throughout as despatched straight from an individual on the Washington Submit. It is well mannered and to the purpose. The Washington Submit managed to forestall Grauschopf from churning by providing a reduction extra according to her finances.
What I appreciated about it: Emails like this show that even a plain textual content electronic mail is impactful if the wording or provide is nice sufficient. For me, it deviates considerably from the notion that individuals don’t learn or must be persuaded by over-engineered designs to remain . You probably have one thing of substance, plain textual content can work.
13. Adobe
I canceled a subscription with the Adobe Acrobat workforce, and that is the e-mail I acquired.
Like all good cancellation emails, Adobe has finished the necessities and supplied an choice to reactivate the subscription. The e-mail is easy and to the purpose, but it surely will get the job finished.
What I appreciated about it: Adobe signed off with “Thanks for being a valued buyer.” Whilst a buyer leaves a paid plan, the e-mail sign-off is well mannered.
14. pdfFiller
Alpana Chand shared a cancellation electronic mail from PDF Filler. Chand mentioned, “I appreciated the tone of this electronic mail; I did write to them thanking them and saying I’ll use the paid service at any time when vital.”
The cancellation electronic mail from PDF Filler was so properly written that it triggered a reply from Chand, who was unsubscribing. That is significantly efficient.
Though PDF Filler didn’t flip a churned subscriber right into a retained one, they did climate the cancellation properly. They ended up with a constructive interplay as a substitute of a unfavourable.
What I appreciated about it: I agree with Chand; the e-mail was well mannered and useful. The tone is nice. They’ve additionally included a timeline of when the cost ought to return to Chand’s account.
15. Audible
I canceled my Audible subscription and acquired the e-mail above. The e-mail is usually very helpful, informing me I’ve entry till July. There’s just a little warning about credit expiring, which might encourage me to obtain something I would like earlier than the deadline.
Like many emails listed, Audible contains the choice to maintain my membership.
What I appreciated about it: The e-mail, typically, is nice, however I particularly like how simple it’s to get in contact if there’s a difficulty. With this explicit cancellation, there was some confusion, and I used the Contact Us choice to resolve a final question earlier than I subscribed for the 12 months.
The right way to Write a Cancellation Electronic mail (+Template)
Now we’ve analyzed fifteen cancellation emails, let’s take a look at the profitable system and write a template.
What makes a profitable cancellation electronic mail
It appears that evidently the system for making a cancellation electronic mail stand out is:
- Cancellation affirmation, together with dates.
- Particulars about refunds, if relevant.
- A real “sorry to see you go”.
- Options you’ll miss out on.
- A warning you’ll lose knowledge.
- Resubscribe/renew CTA.
As a bonus, you possibly can add:
- A private method (identify the sender).
- Opinions from joyful prospects.
- Fast hyperlinks to contact.
- Suggestions request.
Though many emails on this round-up don’t embody these bonus objects, I’d extremely advocate utilizing them. The true success tales have come from these asking for suggestions and providing various options.
Cancellation electronic mail template
Hi there, [Name],
We’re sorry to see you go.
Your cancellation request has been processed. From 2024-02-27T12:00:00Z, you’ll be moved to the [plan]. This implies you’ll lose entry to [benefit], [benefit], [benefit].
With the [pro plan], you additionally get
- [Pro plan benefit].
- [Pro plan benefit].
- [Pro plan benefit].
[RESUBSCRIBE BUTTON]
You possibly can resubscribe anytime. Within the meantime, you probably have questions, please don’t hesitate to succeed in out to me.
You probably have time, please fill out this suggestions kind.
Sort regards,
[Your name]
Say Goodbye the Proper Approach with a Cancellation Electronic mail
I’ve little doubt that the cancellation electronic mail is totally important. Naturally, you’ll want to give your prospects some affirmation that the motion they’ve taken – i.e., canceling – is in movement.
Greater than that, a cancellation electronic mail could possibly be the distinction between a soured buyer and a peaceable finish to a partnership. Higher, your cancellation electronic mail may encourage your buyer to return into another services or products, a win-win for all.
