Template
Sent immediately after a churned customer reactivates their subscription. Goal: confirm the reactivation, restore trust, and set up a proactive check-in so they do not churn again.
A/B test these. Lowercase, question format, and specific-time framings consistently win.
Welcome back to {{product_name}}!You're back - here's what's new since you leftGreat to have you back, {{first_name}}Hi {{first_name}},
Welcome back to {{product_name}}! Your account is reactivated and
your data, settings, and integrations are exactly as you left them.
Since you were away, here is what we shipped:
- {{feature_1}}
- {{feature_2}}
- {{feature_3}}
I am genuinely curious why you came back. If you have 30 seconds
to tell me, it would really help us understand what clicked. Just
reply to this email.
And if anything feels off as you get back into things, ping me -
I am happy to hop on a quick call.
- {{sender_first_name}}Variables in {{like_this}} should be replaced with your merge fields.
Confirmation reduces reactivation anxiety. The 3-feature recap re-onboards without overwhelming. The "why did you come back" question collects gold-standard insights for future marketing. The direct call offer from the sender creates a felt sense of care.
Only if they reactivated without a discount. If they used a win-back discount to come back, do not layer more - it signals desperation.
14 days. Long enough to use the product, short enough that any dissatisfaction has not hardened into silent re-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 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 immediately after a retry succeeds following a dunning sequence. Goal: close the loop, reassure the customer, and turn a near-churn moment into a positive touch. Skipping this email is a common mistake.
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.