Back to Glossary
Campaign Types

Subscription Renewal Email

Emails notifying customers that their subscription is about to renew, especially for annual plans.

Definition

Subscription renewal emails notify customers before their subscription automatically renews, particularly for annual plans. They remind customers of upcoming charges, summarize what they are getting, and may prompt account reviews or upgrades. For annual subscriptions, these emails are often legally required and always a good practice.

Why It Matters

Surprise charges damage trust and generate chargebacks. Renewal emails prevent this by giving customers advance notice. They also create opportunities for expansion conversations before renewal and reduce involuntary churn from expired payment methods. For annual plans, renewal time is a natural moment for customers to evaluate their subscription.

How It Works

Send renewal reminders 30, 14, and 7 days before annual subscriptions renew. Include the renewal date, amount, and what the subscription includes. Prompt customers to update payment methods if needed. For enterprise accounts, this is often when contract negotiations begin.

Best Practices

  • 1Send the first reminder 30 days before renewal for annual plans
  • 2Clearly state the renewal date and amount that will be charged
  • 3Include a link to update payment method before it expires
  • 4Summarize usage and value delivered during the subscription period
  • 5Present upgrade options for customers with high usage
  • 6Make cancellation possible but not the focus
  • 7For enterprise, use renewal as a trigger for customer success outreach

Automated Renewal Reminders

Sequenzy automatically sends renewal notices based on subscription data from Stripe. Customize the timing and messaging for different plan types.

Learn More

Frequently Asked Questions

In many jurisdictions, yes. The FTC in the US and similar bodies elsewhere require advance notice before automatic renewals, especially for annual subscriptions. Requirements vary by location and subscription type. Check local regulations, but sending renewal notices is good practice regardless.

For annual plans, a common sequence is 30 days, 14 days, and 7 days before renewal. For monthly plans, one reminder a few days before is usually sufficient. The more expensive the plan, the more notice customers expect.

Yes, include a way to cancel or modify the subscription. Hiding this creates resentment and chargebacks. Being transparent about cancellation options actually increases trust and reduces the likelihood of customers canceling impulsively.