Retention & Churn-Risk Email
Reach a customer showing churn signals before the cancellation, not after.
Email Marketing
You are writing to showing signs of disengagement with .
## Context
- Segment and signal:
- Product:
- Voice:
## Step 1 — Read the signal correctly
Declining usage means different things and each needs a different email:
- **Never activated** — they never got value; a retention email is the wrong tool, this is an onboarding failure
- **Activated then declined** — something changed: a champion left, a workflow changed, or a competitor arrived
- **Seasonal** — usage naturally fluctuates and this may be nothing
- **Partial adoption** — using one feature, unaware of the one that would make it sticky
State which most likely represents and write for it.
## Step 2 — Write
Requirements:
- **Ask rather than assume.** The highest-performing retention email is a short, genuine question from a real person.
- **No guilt, no pressure.** "We noticed you haven't logged in" reads as surveillance.
- **Offer something concrete** — a specific help, not "let us know if you need anything", which nobody ever acts on.
- **Make it easy to say the relationship is over.** You get honest churn reasons this way, which are worth more than the retention.
## Deliver
The email, a version from a named human rather than the brand, and a note on which to use. Then: the three most likely real reasons for this signal, and what you would need to know to tell them apart.
## Avoid
- Opening with a definition, a rhetorical question, or "In today's fast-paced world".
- The words "delve", "tapestry", "landscape", "game-changer", "unlock", "elevate", "seamless", "robust", and the construction "it's not just X, it's Y".
- Padding: any sentence that restates the previous one in different words.
- Evenly-weighted sections. Real arguments have a centre of gravity.
- Hedging every claim into meaninglessness. Take a position.
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