How to Write a Cancellation Email That Leaves the Door Open for Customers to Return
Losing a customer is never easy. Whether they found a better deal elsewhere, no longer need your product or service, or simply didn‘t find value in what you offer – customer churn is an unavoidable part of running a business. However, just because a customer has decided to cancel doesn‘t mean your relationship has to end on a sour note.
The cancellation email you send is your last chance to make a positive impression, gain valuable feedback, and potentially even change the customer‘s mind. When written well, a cancellation email can turn a lost customer into a brand advocate who may return in the future or refer others to your business.
To help you craft an effective cancellation email, we‘ve put together this guide filled with best practices, templates, and real-world examples. But first, let‘s cover some of the essential elements every great cancellation email should include.
The Anatomy of an Effective Cancellation Email
While the specific contents of your cancellation email will vary depending on your business and customer, there are a few key components you‘ll want to incorporate:
- Confirmation of Cancellation Details
Start by clearly confirming the customer‘s cancellation request, including important details like when their subscription or service will officially end, the amount of any refund they‘ll receive, and what will happen to their account data. This helps avoid confusion and instills confidence that their request is being handled.
Example: "We‘re sorry to see you go! As requested, your premium membership will expire on [date] and you will not be billed further. You will receive a prorated refund of [amount] for the remaining time on your subscription."
- Reminder of What They‘re Losing
Next, gently remind the customer of the key benefits and features they‘ll be missing out on. The goal is to make them pause and reconsider canceling by highlighting the value your product or service provided. Avoid being pushy and instead focus on the positive aspects of being a customer.
Example: "We want to make sure you know what you‘ll be losing when your membership ends:
- Unlimited access to over 1,000 premium templates
- Priority customer support via phone, chat and email
- Exclusive invitations to member-only events and webinars
- 20% discount on all future purchases"
- Incentive to Stay
Now is the time to make a last-ditch effort to retain the customer by extending a special offer, discount or incentive for them to stay. Depending on the reason for canceling, a small gesture may be all it takes to change their mind.
Example: "Before you go, we‘d like to offer you 30% off your next 3 months of service. Just click the button below to reactivate your account and the discount will be automatically applied."
- Feedback Request
Customer insights are invaluable for improving your products, service and overall retention. Include a brief request for feedback in your cancellation email to learn why the customer chose to leave. You can link to a survey or simply ask them to reply with their reasoning.
Example: "If you have a moment, we‘d greatly appreciate you letting us know why you decided to cancel. Your feedback helps us improve the customer experience for others. Just reply to this email with your comments."
- Leave the Door Open
End the email by leaving the relationship on good terms and the door open for the customer to return anytime. Make it clear that you valued having them as a customer and hope to welcome them back in the future. Include a link to reactivate their account.
Example: "Thank you for being a valued customer these past [X] months/years. If there‘s anything we can do to improve your experience, please don‘t hesitate to reach out. We hope you‘ll keep us in mind for your future [product/service] needs. Your account will remain accessible at [link] should you decide to reactivate."
Putting It All Together: Cancellation Email Template
Here‘s how you can structure the elements above into an effective cancellation email:
Subject Line: We‘re sorry to see you go, [Name]! Here‘s [incentive] to stay…
Hi [Name],
We received your request to cancel your [product/service] subscription. We‘re very sorry to see you go!
Per your request, your subscription will be canceled on [date]. You will receive a prorated refund of [amount] for the remaining time left on your billing cycle. Your account will remain accessible until the cancellation date should you change your mind.
We hope you found value in [product/service] these past [X] months/years. Here are just a few of the benefits you‘ll be missing:
- [Benefit 1]
- [Benefit 2]
- [Benefit 3]
Before you make your final decision, we‘d like to offer you [incentive] to give us another chance. Simply click the link below to reactivate your account and the [incentive] will be automatically applied:
[CTA Button] Reactivate My AccountIf you don‘t mind sharing, we‘d love to know your reason for canceling and how we could have made your experience better. Just reply to this email with your feedback – it would mean a lot to us.
Thank you again for being a valued [Company Name] customer. If there‘s anything we can ever do to help, please don‘t hesitate to reach out. We hope to have the opportunity to serve you again in the future.
Best regards,
[Your Name] [Title] [Company Name]Real-World Cancellation Email Examples
Now that you understand what makes an effective cancellation email, let‘s look at how some top brands put these principles into practice. Use these real-world examples as inspiration for your own cancellation emails.
Example 1: Netflix
Subject Line: Leaving Us? 🙁 Here‘s an Offer You Can‘t Refuse…
Hi [Name],
We‘re disappointed to hear that you‘ve decided to cancel your Netflix subscription. We know there are a lot of entertainment options out there, but we believe Netflix provides the best value and variety. That‘s why we‘d like to make you this special offer:
Reactivate in the next 48 hours and get your next 3 months for only $7.99/mo – that‘s 20% off! Keep enjoying all your favorite shows and movies, plus new exclusive Netflix Originals.
Simply click the button below to reactive your account and lock in your discount. But hurry, this is a limited time offer!
[Button] Reactivate My AccountIf you‘re not ready to come back yet, would you mind sharing why you decided to cancel? Just reply to this email and let us know – we‘re always working to improve the Netflix experience.
Thanks for letting us entertain you. We hope to see you again soon!
- Your Friends at Netflix
Why It Works:
- Uses an eye-catching subject line with an enticing offer
- Reminds the customer of Netflix‘s value and new exclusive content
- Provides a steep but limited time discount and easy reactivation link
- Asks for feedback to gain customer insights
Example 2: Dollar Shave Club
Subject Line: Goodbye Stubble, Hello Savings!
Hey [Name],
We notice you recently canceled your Dollar Shave Club subscription. While we‘re sad to see you go, we totally understand – shaving is a personal thing.
Your subscription will officially end on [date] and you won‘t be billed further. In the meantime, we wanted to let you know about a few other ways to save:
- Refer a friend and you both get $5 off your next order
- Check out our new line of skin care products – subscribers save 15%
- Stock up on blades and get free shipping on orders over $25
As a parting gift, here‘s a 10% off code for your next purchase, whenever that may be: COMEBACK10
We‘d love to know what made you cancel – too many razors, switching brands, not a fan of our sense of humor? 😉 Whatever the reason, just reply and let us know so we can improve.
Stay smooth,
The Dollar Shave Club Team
Why It Works:
- Clever and on-brand subject line
- Confirms cancellation details for peace of mind
- Provides alternate savings options to stay top of mind
- Includes a discount code as a parting gift
- Uses humor to ask for feedback in a casual way
Example 3: Slack
Subject Line: Before You Slack Off…
Hi [Name],
Looks like you‘ve decided to cancel your Slack subscription. We‘re sorry to see you go, but we understand that sometimes things just don‘t work out.
Your subscription will be canceled on [date] and you will receive a prorated refund of [amount] for any unused time. Please note that after this date, you will lose access to your workspace and all its data. Be sure to export anything you need before then.
If you‘re switching to a different collaboration tool, we‘d love to know which one and why it better meets your needs. If there are ways we can improve Slack to bring you back, we‘re all ears! Just reply to this email with any feedback you‘re willing to share.
In the meantime, here are a few resources that may make your transition easier:
- Guide to Exporting Slack Data
- Slack vs. Other Collaboration Tools
- Slack Tips & Tricks for Power Users
Thanks for being part of the Slack community. If you ever want to give us another shot, the door is always open. Your workspace will be waiting for you at slack.com/signin.
Cheers,
The Slack Team
Why It Works:
- Clear subject line hinting at an offer to stay
- Provides specific details about account/data deletion
- Asks for feedback on why they‘re leaving and what competitor they‘re switching to
- Offers helpful off-boarding resources
- Lets them know their account info will be saved if they want to return
Crafting Your Own Cancellation Emails
With these tips, template and examples in hand, you‘re ready to start improving your cancellation emails to retain more customers and gain valuable insights. A few parting pieces of advice:
- Make the email personal and write in your brand voice
- Keep it brief but include all the important details
- Focus on the customer and phrase things positively
- Always end by letting them know you‘d welcome them back
While it‘s never fun to lose a customer, a well-crafted cancellation email can be an opportunity to make a final positive impression and even bring some customers back. If nothing else, use it to gain feedback for improving your retention going forward.
Remember, every cancellation is a chance to learn and do better. Make every lost customer count by optimizing your offboarding process, starting with a killer cancellation email. Good luck!