SaaS: cancellations and failed payments

Subject lines

• Customers who didn't mean to leave(used in the template)
• Failed payments at {{company}}
• Customers who didn't mean to leave

Follow-ups reply in the same thread, so they’re sent as “Re:” the first subject.

The sequence: 2 emails

1. Email 1 · day 1

   Customers who didn't mean to leave

   Hi {{first_name}}, Some of the cancellations a subscription business sees each month aren't decisions at all. A card expired, a payment failed, and nobody followed up in time. Do you know how many of {{company}}'s cancellations last quarter started with a failed payment? Your billing system can usually tell you in a few minutes. If the number is bigger than you'd like, that's the problem we solve. {{sender_first_name}}

2. Email 2 · day 6 (5 days after the previous one, if there’s no reply)

   Re: Customers who didn't mean to leave

   Hi {{first_name}}, If it's useful, I can send the exact steps to pull that number from the common billing systems. No need to talk to me first. {{sender_first_name}}

{{first_name}} and similar are filled from each lead; after a “|” is the text used when the field is empty. Written for a payment recovery tool writing to SaaS finance and growth leads.

When to use it

For subscription businesses that bill by card.

Why it works

• It names a type of churn most teams know exists but rarely measure.
• It gives them a way to check for themselves, which builds trust.
• No invented percentages: they can find their own number.

How to adapt it

• Replace the payment-recovery angle with your product's, but keep the 'here's how to check' structure.