Template
Sent immediately after a customer initiates voluntary cancellation (clicks Cancel in-app) but before the cancellation is finalized. Goal: offer a soft alternative (pause, downgrade, discount) that recovers 20-40% of would-be cancellations.
A/B test these. Lowercase, question format, and specific-time framings consistently win.
Before you go - 3 options{{first_name}}, want to pause instead of cancel?A thought before you cancelHi {{first_name}},
I saw you started the cancellation. Before you finalize, three
alternatives in case any of these fit better:
1. Pause for 1-3 months. Your data stays put, no billing, you
come back when you want. → {{pause_link}}
2. Downgrade to our {{lower_plan_name}} plan (${{lower_plan_price}}/mo).
Keeps the core but trims features you are not using. →
{{downgrade_link}}
3. Stay on your current plan with 30% off for 3 months.
→ Apply discount ({{coupon_code}})
If none of these work, no worries - the original cancel link is
still live here: {{cancel_link}}
And if the reason was something specific we should know, I would
really appreciate a one-liner.
- {{sender_first_name}}Variables in {{like_this}} should be replaced with your merge fields.
Offers 3 ordered alternatives before the hard cancel, increasing the chance one matches the real reason (can't afford it, not using it, just want a break). Keeps the original cancel link accessible so the customer does not feel trapped. Asks for feedback without demanding it.
Only if the rescue makes cancelling harder. Done well (short, clear alternatives, original cancel link accessible), it recovers 20-40% of would-be churns without harming satisfaction. Tests consistently show NPS is unchanged even among customers who decline the offer.
Start with all three and A/B test by segmenting. Some segments convert best on pause (solo founders, students), others on downgrade (small teams), others on discount (price-sensitive). Personalize after you have data.
Automate this with Rebounce
Rebounce detects payment failures via Stripe Connect, classifies them by decline code, and runs the optimal dunning sequence across email, SMS, WhatsApp, and in-app banners. The templates above are the exact patterns Rebounce uses out of the box - you can adapt the copy to your brand voice and Rebounce handles delivery, timing, and sequence cancellation when a retry succeeds.
Start free trialSent 30-60 days after a subscription was cancelled due to failed payments. The customer has had time to decide whether they want to come back. Goal: re-engage with a specific reason (new feature, usage-relevant improvement) and remove friction to reactivate.
Sent on day 14 after all retries and prior emails have failed. The grace period is over. Goal: close cleanly, preserve goodwill, and leave the door open for reactivation. A well-done final notice is often the best win-back hook you have.
Sent on day 7 after two prior emails did not work. The customer has ignored both. This email is not about payment mechanics anymore - it is about what they are about to lose. Goal: make the loss concrete and offer a clean exit if they want out.