By Zoe Ashbridge

The best-case scenario is that a cancellation email turns a churned subscriber into a retained customer.

But that’s not all the cancellation email can do.

Recently, I canceled a subscription. The truth was, I wasn’t entirely satisfied with the company, and someone else could do the same thing for the same money. I left.

Within hours, I received a very polite email from customer service, which made me feel valued. They offered a discount, and I felt they were very understanding. I admit it wasn’t enough to encourage me to sign up again, but it did allow the subscriber/software “relationship” to end well. The cancellation email was enough to curb my dissatisfaction, and now my narrative about the company is positive; I’d even recommend them to a friend!

While this cancellation email hadn’t quite wooed me back, it certainly left the door wide open for the future. It made me appreciate the power of a good email when the chips are down.

In this article, we’ll explore the components of well-done cancellation emails — plus share a template for you to create one of your own.

Table of Contents

• The Best Cancellation Emails
• How to Write a Cancellation Email (+Template)

The Best Cancellation Emails

I’ve dug through my emails and spoken to expert email marketers to find fifteen of the best cancellation emails. I’ve included why they’re effective, with the stats to prove it.

By learning from these cancellation email examples, you’ll be able to create your own version that will bring your customers back — or at least allow you to part ways in the best way possible.

1. Zero Bounce

Image Source

Zero Bounce has a staged process when it comes to cancellation emails. Zach Nonnemacher, Email Strategist at ZeroBounce, explains the flow.

• The person goes to cancel in the dashboard. A modal pops up asking for feedback and gives them a discount offer to stay.
• If they accept, ZeroBounce sends a confirmation email showing what they accepted.
• If they reject, ZeroBounce sends a follow-up based on that.
• Then, if they didn’t accept the first follow-up offer, ZeroBounce sends a second email later to those who rejected.

The emails have an open rate between 34% and 51%.

It’s worth noting that before Zero Bounce sends their first email, they’re gathering important information through a feedback pop-up. They also incentivize the user to return with a discount.

What I liked about it: I love how Zero Bounce has a flow of emails that considers where the user is based on how they responded to the first email. I also really like that Zero Bounce is asking for user feedback. This information offers insights explaining churn so they can work to reduce this in the future through marketing messaging or alterations to their offering.

2. Niceboard

<img alt="order cancellation email example from Niceboard" src="https://lh7-us.googleusercontent.com/lutmiZCcYLujgQ0O1v39tIYLgR0Adm8awo175o9q0uaLBFKI_FWb9V3SrXZRXw0DlkbEaeKrKzM0GPHGnGfTIzuPVDV7VBCP6jwjR_0fGZO-64vbCKnWwvUdWjBV0N4qRAeWeknLChgk61vOTpKJoXI" style="margin-left: auto;margin-right: auto;display: block;width: …read more

Source:: HubSpot Blog

Author: Aaron