Predlošci za email opomene

Neuspjele naplate su nesretna stvarnost za većinu SaaS i poslova baziranih na pretplati, te im uzrokuju gubitak oko 9% mjesečnog prihoda u prosjeku. Srećom, većina neuspješnih plaćanja se događa nenamjerno. Klijent obično i ne sazna sve dok ne dobije email opomene. Iako to može biti prilično frustrirajuće iskustvo za vaš tim i vaše klijente, možete efikasno koristiti dobro napisan email opomene kako bi spriječili nenamjerni odljev i vratili izgubljeni prihod. Ispod su neke od ključnih točaka koje morate zapamtiti kada sastavljate i šaljete emailove opomene vašim klijentima, zajedno s nekim efikasnim predlošcima email opomena, temeljenima na slučajevim iz stvarnog života i spremnima za upotrebu.

Što su emailovi opomene?

Emailovi opomene su vrsta transakcijskih emailova (obično niza emailova) poslanih od strane SaaS i poslovanja temeljenih na pretplati kako bi obavijestili klijente o problemima pri plaćanju, kao što su neuspješno plaćanje pretplate, istekle kreditne kartice ili neplaćene obveze. Ovi emailovi obično obavještavaju korisnike o stanju njihovih računa i pružaju im opciju da ažuriraju svoje opcije plaćanja i naprave uplatu kako bi nastavili koristiti proizvod ili uslugu. Emailovi opomene su efikasan način za smanjiti odljev klijenata i povećati zadržavanje.

hulu_dunning_email_example

Najbolje prakse za emailove opomene

1. Pošaljite emailove kao stvarna osoba

Čak i kad su vaši emailovi opomene potpuno automatizirani, ako ih pošalje stvarna osoba, izgledat će ljudskije i vjerodostojnije te će biti primijećeni. Istraživanje je otkrilo da korištenje imena pojedinca umjesto općenite email adrese ili imena kompanije može povećati stopu otvaranja emaila za do 35%.

Omogućite odgovore

Uvjerite se da ste poslali vaše emailove opomene s email adrese na koju vaši klijenti mogu poslati odgovor ako se sretnu s nekim problemima ili žele postaviti dodatna pitanja. Adrese na koje se ne može poslati odgovor mogu samo pogoršati frustraciju klijenata, jer im niste olakšali da vam se vrate ako to žele.

3. Podsjetite ih što mogu izgubiti

Umjesto jednostavnog obavještavanja klijenta da je njihovo plaćanje neuspješno i zahtjeva da ažuriraju detalje o kreditnoj kartici, možete dodati osjećaj hitnosti. Podsjetite ih što točno mogu izgubiti ako ne izvrše potrebnu radnju (kao na primjer gubitak pristupa računu i podacima, prekid usluge i slično).

nyt dunning email example

4. Uključite jasan poziv na akciju i iduće korake

Jasan poziv na akciju je jedan od najvažnijih dijelova emailova opomene. Dodajte direktni link koji će odvesti klijente na ažuriranje informacija o plaćanju bez otvaranja drugog prozora, prijavljivanja ili klikanja naokolo. Uvjerite se da ste im dali do znanja koliko vremena imaju prije nego njihov račun bude deaktiviran, ako ne plate.

5. Ponudite alternativu

Temeljeno na vašim modelima plaćanja, možete ponuditi klijentima drugo rješenje umjesto gašenja njihovog računa, kao na primjer prelazak na besplatni plan dok ne ažuriraju svoje podatke o plaćanju ili im ponudite poseban popust za nastavak korištenja vaše usluge. Ova alternativa može biti bitna ako je plaćanje bilo neuspješno zbog nedovoljnih sredstava.

Primjeri naslova za emailove opomene

  • Potrebna akcija – Vaša uplata za [Proizvod] nije uspjela
  • Djelujte odmah kako bi zadržali vašu pretplatu na [Proizvod]
  • Nismo mogli procesuirati vašu uplatu za [Proizvod]
  • Vaše [Proizvod] plaćanje nije prošlo
  • Vaša [Proizvod] uplata je odbijena
  • Uh-oh! Vaše [Proizvod] plaćanje je neuspješno
  • Problem s naplatom – ažurirajte svoje informacije o plaćanju
spotify dunning email example

Deset primjera predložaka za email opomene

1. Email prije opomene

Hi [Name],

As a heads up, the payment information we have on file for your [Product/ Service] subscription (card ending in [4 digits]) is going to expire in a few days. Unfortunately, if we don’t have a valid card, we will have to cancel your subscription.

If you’ve got 30 seconds, would you mind updating your payment information?

Update Now

If you have any questions, simply reply to this email or send us a message on live chat.

Thanks so much!
[YOUR SIGNATURE]

2. Osnovni kratki email opomene

Hi [Name],

We’re having trouble processing your recent payment because your credit card expired.

Would you mind updating your card information? It will only take a couple of minutes of your time. Click here to edit your info.

If you need assistance or have any questions, please feel free to reach out to us any time. You can also check out our FAQ page for more information.

Regards,
[YOUR SIGNATURE]

Design your own dunning emails

LiveAgent gives you the power to design your own customer email templates, thus helping you to improve the customer service. Curious about all the opportunities?

3. Osnovni prošireni email opomene

Hi [Name],

There was an error when we tried to bill your credit card ending in [four digits] for your subscription to [Product/ Service]. Here’s why this may be happening:

A billing error caused by your bank
A change in your billing address
Your credit card has expired
Insufficient funds in your account

Because you are a loyal customer of [Brand], you have seven days to rectify this issue. Please update your billing information to keep your account active. It will only take 1 minute and will allow you to keep using [Product/ Service] at its full potential.

Update Billing Information

Unfortunately, if we still cannot successfully bill your credit card after seven days, your [Product/ Service] account will be suspended. You can reactivate your account at any time by updating your billing information with a valid credit card.

Let us know if you have any questions or need any help.

Thanks,
[YOUR SIGNATURE]

4. Ležerni email opomene

Hey [Name],

I got a notification that your [Product/ Service] payment failed. How unfortunate! Luckily, this happens to a lot more users than you’d think, so don’t beat yourself up about it.
Usually, it has something to do with:

Your card expiring
Having insufficient funds or maxing out your daily spending limit
Your card is stolen, lost, or was eaten by your dog

Update My Billing Info

Please check what’s up and get it fixed so we can get back to growing your business by [benefits your product/ service provides].

Cheers,
[YOUR SIGNATURE]

5. Personalizirani email opomene

Hi [Name],

[Name] here from [Brand].

I’m reaching out about your account as billing for your [Product/ Service] subscription was unsuccessful. It seems that the credit card we have on file expired. But no worries, I’m here to assist!

We have two options:

1. Update your credit card information inside your [Product/ Service]] account. You can use this quick link to update your credit card information: [payment link]. Once done, let me know so I can ensure your subscription has been updated successfully.
2. Give me a call at [phone number], and we can process your payment over the phone.

Let me know what else we can help with. Super happy that you’re part of the [Brand] community.

Thanks, and I look forward to connecting!
[YOUR SIGNATURE]

6. Email opomene za izbjegavanje gubitka

Hey [Name],

Just a friendly heads up that your [Product/ Service] subscription has been officially paused until you update your payment details with us.

If you don’t …
Your subscription will remain paused.
You’ll lose access to your premium features like [feature 1, feature 2, etc.]
[…] won’t be able to continue.

However, you can avoid all that by taking 30 seconds to update your details: billing link.

Reply here or hop onto live chat if you have any questions or need any help.

And as always, thanks so much for using [Product/ Service]. We love what we do, and people like you make that all possible.

Cheers,
[YOUR SIGNATURE]

7. Niz emailova opomene – email #1

Hi [Name],

It looks like your subscription payment for [Product/ Service] didn’t go through. Please update your billing information, and we’ll give it another try.

UPDATE MY BILLING

Let us know if there’s anything we can do to help.

Thanks!
[YOUR SIGNATURE]

8. Niz emailova opomene – email praćenja #2

Hi [Name],

We just tried to process your subscription payment again, but unfortunately, it didn’t go through. To keep your [Product/ Service] subscription active, please update your information in your billing settings here:

UPDATE MY BILLING

This is the second time that your payment failed. We’ll automatically try again in a few days. Let us know if you have any questions.

Thanks!
[YOUR SIGNATURE]

9. Niz emailova opomene – email praćenja #3

Hi [Name],

We just tried to process your [Product/ Service] subscription payment for the third time, but unfortunately, it failed once again. You can update your information in your billing settings:
UPDATE MY BILLING

We’ll automatically try again next week. If the next charge fails again, your account will be canceled automatically. 🙁

Let us know if you have any questions or need any help.

Thanks!
[YOUR SIGNATURE]

10. Niz emailova opomene – email za zadnje upozorenje #4

Hi [Name],

We will cancel your subscription to [Product/ Service] soon because we could not process a payment after several attempts to contact you.

If you receive this email, please update your payment information, and we’ll be happy to keep your account active.

UPDATE MY BILLING

Let us know if there is anything we can do to help.

Thanks!
[YOUR SIGNATURE]

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Frequently asked questions about dunning emails

Why are dunning emails important?

Many business owners feel uncomfortable when they have to send out dunning emails to their customers. However, since most failed payments typically happen by accident (e.g., due to credit card expiry), dunning emails can genuinely be efficient in helping businesses recover failed payments and reduce involuntary churn.

How many dunning emails should I send?

As transactional emails can often get overlooked, sending a single dunning email is one of the biggest mistakes you can make. If you want to recover more revenue from failed payments, consider sending out a series of emails instead of a single message. It’s recommended to send at least three follow-up emails for a month, each with a slightly different text.

Should I send pre-dunning emails?

Since technologies like credit card retries have come into use, many failed payments can be automatically handled without your team ever needing to bother your customers with pre-dunning messages. In that case, pre-dunning emails are not only providing zero-value but can also be irritating for your customers and, therefore, should be avoided.

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