The cheapest revenue you will find.
WHY IT MATTERS
A substantial proportion of cancellations are not decisions; they are expired cards and failed charges.
WHAT THAT IS CALLED
Involuntary churn.
WHAT CAUSES IT
Expired cards Insufficient funds Bank declines Changed cards
WHAT TO BUILD
Retry attempts, spaced sensibly Notification to the customer An easy way to update payment details Escalating warnings before suspension
WHAT SPACING WORKS
Retrying immediately achieves little; retrying over several days catches temporary problems.
WHAT TO AVOID
Retrying many times in quick succession.
WHY
Providers penalise it, and banks may block.
WHAT NOTIFICATIONS SHOULD SAY
What failed What to do What happens if they do not
WHAT TO MAKE EFFORTLESS
Updating a card, without signing in if possible, through a secure link.
WHAT ELSE REDUCES FAILURES
Notifying before a card expires Using account updater services where available
WHAT TO MEASURE
Recovery rate, and revenue recovered.
WHY
It is frequently the single highest-return improvement available.
WHAT TO DO BEFORE SUSPENDING
Contact them personally, for anything significant.
WHY
Many are unaware, and a message recovers the account.
