Failed payment sequence
The failed payment email sequence that recovers the most.
Three plain-text emails, the right timing, a fresh link each time, and a clear stop condition. Here's the sequence that recovers the most failed payments without nagging customers who already fixed it.
Quick answer
Send three plain-text emails at T+0 (reminder), T+48h (nudge), and T+120h (last call), each with a fresh card-update link, and stop the moment the payment succeeds. Start within 24 hours and only mention pausing access in the final email. Combined with native retries, this recovers 50-65% of failed payments.
The sequence
- 1
Email 1 at T+0 (reminder)
The day the payment fails, send a friendly heads-up: the renewal didn't go through, probably an expired or replaced card, here's a one-click link to update. Account still active. Low pressure.
- 2
Email 2 at T+48h (nudge)
Two days later, follow up with a fresh update link and acknowledge they might have meant to cancel. Make replying easy. Some customers will tell you they're leaving, which is useful too.
- 3
Email 3 at T+120h (last call)
Day five, state plainly that access will pause in a day or two if the card isn't updated, with a fresh link. Add a one-line ask: if they'd rather leave, what was the reason? This recovers the last group and captures churn intent.
- 4
Stop on recovery
The moment the payment succeeds, stop the sequence. Never email someone a 'last call' after they've already updated their card. It's the fastest way to look broken.
Want the exact copy? See the Stripe dunning email templates or Lemon Squeezy versions.
FAQ
How many emails should a failed payment sequence have?▼
When should the first email go out?▼
What should the emails link to?▼
Should the last email mention losing access?▼
Can I automate this sequence?▼
Send the sequence automatically.
ChurnNote runs this exact sequence from your domain on Stripe and Lemon Squeezy, with fresh links, and stops on recovery. Flat $12/mo.