The best-case scenario is that a cancellation email turns a churned subscriber into a retained customer.

But that’s not all the cancellation email can do.

Recently, I canceled a subscription. The truth was, I wasn’t entirely satisfied with the company, and someone else could do the same thing for the same money. I left.

Within hours, I received a very polite email from customer service, which made me feel valued. They offered a discount, and I felt they were very understanding. I admit it wasn’t enough to encourage me to sign up again, but it did allow the subscriber/software “relationship” to end well. The cancellation email was enough to curb my dissatisfaction, and now my narrative about the company is positive; I’d even recommend them to a friend!