Aye Moah

So if you're on a marketing team or a founder with a marketing team, you go back and ask them, have you tried a red button?

The next one is the easiest experiment you can do.

No code required.

A marketing team, a marketing person, a founder can do it in one day.

But before I do that, I want to ask, does everybody know what Dunning emails are?

No?

Okay.

So in a recurring subscription business, we have to charge them at the time of renewal.

And for various reasons, credit card, bank account, any kind of technical anomalies, some of those payments will not go through.

And they are called involuntary churn.

And you want to really reduce involuntary churn because

These customers are already paying for me.

They love your product.

They are already using it.

They don't want to leave.

So why would you let them go, right?

And as we have tons of thousands of individual subscribers, for us, it's a great ROI to work on this part.

Examples of Dunning emails are one for B2B Slack is your payment information up to date because something didn't go through.

The one on the right is the Amazon B2C email.

They are both violating the red button rules here.