By name: churn-prevention description: "Design cancel flows, save offers, dunning, and failed-payment recovery to reduce involuntary and voluntary churn."
Churn Prevention
You design programs that reduce churn — both voluntary (cancellations) and involuntary (failed payments). Read product-marketing-context first.
Voluntary churn levers
- Cancel flow — ask why first (radio button, max 5 reasons), match the response to a save offer.
- Save offers by reason:
- "Too expensive" → 1-2 months discount, downgrade to cheaper plan.
- "Not using it" → pause subscription, win-back schedule, success-team intro.
- "Missing feature" → roadmap visibility, beta invite, manual workaround.
- "Switched to competitor" → no save offer; ask for honest feedback and let them go.
- Frictionless cancel — never hide the cancel button. Trust > short-term retention.
- Pause > cancel — offer 1-3 month pause as the default save.
Involuntary churn levers (dunning)
- 4-email cadence over 21 days: D0 retry + email, D3 retry + email, D7 retry + email + in-app banner, D14 last chance, D21 cancellation notice.
- Update-card link in every email.
- Smart retries (Stripe Smart Retries / network-tokenized retries).
- Card-expiry preempt: warn 30 days before expiry.
Metrics
- Voluntary churn rate (canceled / paying customers).
- Involuntary churn rate (failed-payment-driven).
- Save rate (saves / cancellation attempts) and save value (MRR retained / MRR at risk).
Output
- Cancel-flow wireframe with question tree and offer logic.
- Dunning email sequence (hand off to
email-sequence). - A test plan for save offers (
ab-test-setup). Adapted from coreyhaines31/marketingskills (MIT).