What a dunning email is for

A dunning email has exactly one job: get the customer to click a link and update their payment method. That's it. It's not a re-engagement email, it's not a product update, it's not a chance to upsell. Every extra word, image, or link reduces the click-through rate. The best dunning emails are under 80 words with one button.

  • One subject, one button, one outcome
  • No promotional content
  • Mobile-first layout (most opens are on phones)

Timing matters more than copy

Send the first email within 30 minutes of the failed charge. After that, the customer forgets the context and assumes it's spam. Email two should land 48-72 hours later, ideally in the morning local time. Email three is day 7, email four is day 14 with a clear deadline. Sending five emails in five days trains people to ignore you, not to pay.

What to write in each email

Email one is informational: "Your card didn't go through, here's the link to fix it." Email two is helpful: "Still showing as failed, common reasons are X and Y." Email three introduces consequences: "Your next box ships Friday, we need a working card by Thursday." Email four is the final call: "This is the last attempt before we pause your subscription." Each one should escalate slightly without ever sounding angry.

Tone: write like a human, not a bank

The fastest way to kill recovery rates is to sound automated. "Dear valued customer, your payment has been declined" gets ignored. "Hey, looks like your card didn't go through — probably nothing on your end" gets clicked. SimpleSubscription ships with merchant-editable templates because the right tone depends on your brand voice. A premium skincare brand and a hot sauce club shouldn't sound the same.

  • First person, not corporate "we"
  • Contractions are fine
  • No legalese or threats

Examples of what works vs what doesn't

Works: "Your card on file expired last month, here's a 30-second link to update it." That's specific, helpful, and actionable. Doesn't work: "PAYMENT FAILURE NOTICE - ACTION REQUIRED." That reads like phishing and gets reported as spam. Subject lines should sound like a friend texting, not a debt collector. "Quick thing about your subscription" outperforms "Urgent: payment declined" by 3-4x in click-through.