Sorry to see you go email template for SaaS
A cancellation email that asks one question: the words Kicklace sends when somebody cancels, subject lines to pick from, and what to do with the answers.
- Goes
- Right away, when they cancel
- To
- Someone who just cancelled.
- Stops
- Nothing to stop: each person gets it once
The email
Sorry to see you go
Hi {{first_name}}, Thanks for giving [Product] a go. If you have a minute, what could we have done better? Reply and tell me.
{{first_name}} is each person’s first name. If your tool uses another tag, swap it in.
Subject lines
- Sorry to see you goin the email above
- One question before you go
- Thanks for trying [Product]
- What could I have done better?
- Was something missing in [Product]?
- Your [Product] subscription has ended
Why it works
Somebody who has just cancelled has made up their mind, so this email is not a chance to win them back. It is a chance to learn, from a person who still remembers why.
One plain question is easier to answer than a form, and a bug or a missing piece named in a single line is the most useful reply you will get all week.
Make it yours
- Confirm the cancellation in the first line if your billing does not already.
- Keep to one question, and ask it as a reply.
- Leave out the discount. It turns the question into a pitch, and the answers will be about the price.
Write yours from your URL
Paste your site's address and the generator writes this email for your product, in your site's own voice.
Where it goes
On your Lifecycle map this email hangs off the Cancelled side road. It is the only email there.
- Sorry to see you goRight away, when they cancel
How Kicklace sends it
Connect Stripe under Settings, Connections, with one restricted key and no code (Stripe has the steps). A cancelled subscription lands on the person, or post subscription_cancelled from your own server with the kicklace package. The email goes to whoever lands on the Cancelled side road. Replies go to your own email address, and Kicklace writes a reply down and tells you, but never answers it by itself. The events behind it are in the Stripe events library.
Kicklace writes a first version in your voice from what it reads on your site, and you change whatever you like. Nothing sends until you switch it on. Before you do, it shows who would have got it over the last 30 days, and you can send yourself a test. Each person gets it once.
Questions
Should a cancellation email include a discount?
Not in the same email, because a discount turns the question into a pitch. A customer who wants one can say so in a reply.
What do I do with the answers?
Read them, and group them by hand once there are ten or so. A reason that comes up three times is your next thing to fix, and it is also the first line of a win-back email.
Is this the same as a win-back email?
It is a different email, because this one asks and listens. A win-back email comes later, and it is better once the answers tell you what to say.
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