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Subscription cancellation flow

Although it is hard to admit subscribers will come and go on a regular basis for various reasons. The subscription cancellation flow is a compromise between making it as easy as possible for customers to leave and to give you tools to retain them.

Depending on where the user bought the subscription the cancellation flow will differ. The general rule is the user needs to cancel the subscription in the store she purchased it. So if you sell only subscriptions through your website the users can cancel it in the account settings page.
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If a user has purchased the subscription through a third party store e.g. Apple, Google or Amazon then the user will need to initiate the cancellation flow from her respective Store account.

We support easy access to cancel an In-app purchase on Google from inside the app.
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Best practice subscription cancellation flow

We recommend that you give the cancellation flow as much attention as the onboarding flow. Here are some best practices:

  1. Make it easy to cancel: Add a link to the subscription cancellation email already in the subscription confirmation email. This is not only a requirement by many payment providers but also a way to show your customers that they have the freedom to leave if they wish so. Here is a template for inspiration.

  2. Ask for feedback: Use the churn survey to gather feedback on why the user wants to cancel

  3. Confirm the cancellation: If a customer cancels a subscription send out an automated email and confirm the cancellation. This gives you the opportunity to also invite the user to come back. Here is a template for inspiration.

  4. Confirm the reactivation: If a customer decides to reactivate the subscription, maybe because you showcased interesting content in the cancellation email, also send an automated email confirming that the subscription is active again. Here is a template for inspiration.

ADDITIONAL RESOURCES

If you need help to configure the automated emails have a look at our Mandrill guide and also check which placeholders are available for the different emails.

You must have Author or Collection Owner permission to create Guru Cards. Contact your team's Guru admins to use this template.