Chargify’s system emails allow you to communicate with customers at different stages of the customer lifecycle – at sign up, when a trial is ending, if the credit card on file is about to expire, and more. We have added an option to send an automated system email when a customer cancels their subscription.

It is important to note that cancellation emails are separate from our dunning emails. Dunning emails are used to notify customers that an account is past due and when it is cancelled due to non-payment. To learn best practices on configuring dunning emails, check out Dunning 101: The Art of Retaining Past Due Accounts.

Why send cancellation emails and what to say?

“Not everyone that visits your site will sign up, not everyone that signs up will convert, and not everyone that converts will remain a loyal customer forever.” Customers are going to cancel, that is just a fact of life, but how you handle it can impact your business.

Sometimes users simply want peace of mind knowing that the action they just completed (canceling their account) was successful, and they have a record of the event.

It also provides a great opportunity to say “Thank you for using our product/service. Please keep us in mind if your needs change.”

Growth Tip: As we outlined in our post on Master The SaaS Customer Lifecycle Funnel: Acquire, Engage, Retain, “sometimes the best way to prevent churn is to understand why people do ultimately churn.” When you understand “why,” you can improve your product/service to help “stop the leak.”

Feedback from cancellation emails can shed light on the following questions:

  • Did the business not work out? (FYI, this is not your fault)
  • Are customers going to a competitor and why?
  • Are there key features you’re missing?
  • Was service unreliable or buggy?
  • Was customer support lacking?

Keep your cancellation emails short and ask your [ex] customer: “What made your cancel?” Use this feedback to improve your business…

How do I enable cancellation emails?

Good news, it only takes a matter of minutes. Visit your Site’s “Settings” tab > click on “Emails” in the left hand navigation > enable the cancellation emails > and save.

chargify-enable-cancellation-emails

Before you go live, you may want to customize the email template. Click “Edit Template” in the Cancellation Emails section to modify the text. You can insert account specific information by using syntax like {{name}} or {{product_name}}.

  • For the full list of insertable fields, click here.
  • To learn how to customize the CSS/HTML of the email template, click here.