Intervention Playbooks
Recommended outreach strategies for every churn type. Each playbook includes: what the signal means, the recommended strategy, an email template, when to escalate, and the expected save rate.
Payment Failure (Involuntary)
The customer's payment method has failed - their card is expired, declined, or has insufficient funds. They still want the product but can't pay.
Strategy
Send a payment update reminder. Don't ask about product satisfaction - the issue is billing, not value.
Email Template
Subject: Quick update needed - your payment for [Product]
Hi [Name], I noticed your last payment for [Product] didn't go through. This sometimes happens when cards expire or banks flag transactions. You can update your payment method here: [Billing Link] Everything will pick up right where you left off once the payment processes. Let me know if anything's off. Best, [Your Name]
Escalate when
No response after 2 reminders over 5 days.
Expected save rate
65-80%
Cancellation Request (Voluntary)
The customer has requested cancellation. They're likely unhappy with something - price, features, support, or they've found an alternative.
Strategy
Reach out personally. A brief, honest email from the founder works best. Don't try to sell - try to understand.
Email Template
Subject: Sorry to see you go - quick question
Hi [Name], I saw you recently cancelled [Product]. Totally understand if it's not the right fit, but if you have a minute, I'd love to know what we could have done better. If there's something specific we can fix, I'm happy to help personally. Either way, thanks for giving us a try. Best, [Your Name]
Escalate when
No response within 48 hours - send one follow-up. Then respect their decision.
Expected save rate
25-40%
Disengagement (Voluntary)
The customer has stopped using the product - no logins, no feature activity. They're at risk of quietly cancelling.
Strategy
Send a re-engagement email highlighting a feature they used to love. Offer a quick onboarding refresher if they're stuck.
Email Template
Subject: Quick check-in - are you stuck on anything?
Hi [Name], I noticed you haven't been active in [Product] recently. Sometimes people hit a wall and don't know who to ask. If you're stuck on anything - a workflow, a feature, or just unsure if [Product] is the right tool - I'd be happy to jump on a quick call or point you to the right resource. No pressure. Just wanted to check in. Best, [Your Name]
Escalate when
No response within 7 days - send one follow-up with a specific feature suggestion.
Expected save rate
30-50%
Discount Expiring (Voluntary)
The customer is on a promotional or legacy pricing that's about to end. They'll see a price increase on their next invoice.
Strategy
Proactively reach out before the price increase hits. Offer loyalty terms if appropriate. Frame it as transparency, not a sales pitch.
Email Template
Subject: Heads up - your pricing is changing
Hi [Name], Quick heads up: your current pricing on [Product] is set to update on [Date]. Your new rate will be [New Price]/mo. I wanted to give you a heads up before it hits your invoice. If you have any questions or concerns, I'm happy to discuss. Best, [Your Name]
Escalate when
Customer responds negatively - escalate to phone call.
Expected save rate
40-55%