Template
Sent when a payment fails with insufficient_funds. Customers in this bucket are often experiencing cash flow issues and aggressive emails here cause churn and support tickets. Goal: keep them as a customer long-term even if this payment cycle needs flexibility.
A/B test these. Lowercase, question format, and specific-time framings consistently win.
No rush - your {{product_name}} paymentQuick thing about your {{product_name}} paymentYour card was declined - no pressureAbout your {{product_name}} subscriptionHi {{first_name}},
Your card was declined for insufficient funds on the ${{amount}}
payment for {{product_name}}.
No stress - we will automatically retry in a few days. If you want
to use a different card, here is the link:
→ {{secure_update_link}}
And if you need to pause or downsize temporarily, just reply to
this email. We can work something out.
- {{sender_first_name}}Variables in {{like_this}} should be replaced with your merge fields.
The "no stress" framing and pause/downsize offer convert 5-10% of insufficient_funds customers into direct conversations, which typically save the account (via a temporary downgrade or pause) instead of losing them entirely. Avoids the shame response that triggers silent churn.
Align retries with common payroll dates: the 1st and 15th of the month. Retrying within 24-72 hours recovers less than 20% because the balance has not refilled. Retries spaced 3-7 days apart recover 60-75%.
Yes for insufficient_funds. For other decline types, save the pause offer for later in the sequence. insufficient_funds customers are often embarrassed and the soft offer upfront prevents the embarrassment-driven silent churn.
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 when the bank flagged the transaction (do_not_honor, generic_decline, call_issuer). The card is valid; the bank blocked this specific charge. Goal: explain this is a routine bank fraud flag (not a card problem) and give two clear paths to fix it.
The first email sent immediately after a payment fails, before any retry. Goal: catch the 40-60% of failures that resolve with a simple nudge, before the customer feels embarrassed or annoyed.
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.