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  • 催款电子邮件模板

催款电子邮件模板

付款失败是所有SaaS企业和以订阅为基础的企业不得不面对的现实,付款失败占企业经常性平均月收入的9%。幸运的是,多数失败的付款是无意的,客户在收到催款邮件前甚至都没有意识到发生了什么。 虽然付款失败对于您的团队和客户来说都是不愉快的经历,但是您可以使用措辞良好的催款邮件有效避免无意识的失败付款churn并挽回损失的收入。当您在书写催款邮件和向客户发送邮件时需要牢记以下要点,我们还列举了以现实案例为基础的现成催款邮件模板。

什么是催款邮件?

催款邮件是SaaS企业和以订阅为基础的企业向客户发送的一种事务性邮件(往往是一系列邮件),通知客户付款相关事项,例如未能支付订阅费用、信用卡过期或付款延迟等。这些邮件一般会提醒用户他们的账户状态,提供更新付款信息和付款方式的选项,以便用户继续使用产品或服务。催款邮件能够有效降低客户流失率,提高留存率。

hulu_催款_邮件_示例

催款邮件最佳实践方法

1. 由真实的人发送邮件

哪怕您的催款邮件是完全自动的,也可以由真实的人发送,这样会令邮件看起来更有亲切感和信任感,增加邮件的关注度。研究显示,使用个人姓名而不是通用电子邮件地址或公司名称的邮件能够提升35%的开信率。

2. 促使回复

确保您发送催款邮件的地址能够接收客户回复,如果他们遇到问题或需要询问时可以直接回复。“请勿回复”的地址只能令顾客感到更加困惑,因为他们不能在需要时与您联系。

3. 提醒他们付款失败的后果

与其简单通知客户付款失败并要求他们更新信用卡信息,不如增加一些紧迫感。提醒他们如果没有采取相应行动可能导致的后果(例如无法登陆账户和历史数据,服务终端等)。

nyt催款邮件示例

4. 包含明确的CTA和后续步骤

明确的行动指示是催款邮件中最重要的部分。添加直接链接,客户无需打开新窗口、无需登录或点击其它按钮就能更新付款信息。确保客户了解,如果没有付款,他们的账户还有多长时间就会被停用。

5. 提供替代选择

根据您的定价模型,您可以向客户提供注销账户的替代选择,例如在客户更新付款信息前降级为免费方案,或提供特殊折扣继续使用您的服务。当付款失败的原因是资金不足时,这一替代选择较为有利。

催款邮件主题示例

  • 需要您的再次操作-您的[产品]付款已失败
  • 马上行动以保留您的【产品】订阅
  • 我们无法处理您的【产品】付款
  • 您的【产品】付款未成功
  • 您的【产品】付款被拒绝
  • 天啊!您的【产品】付款失败
  • 付款问题——请更新您的付款信息
spotify催款邮件示例

10个催款电子邮件模板示例

1. 预催款电子邮件

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. 基础简洁版催款电子邮件

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]

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3. 基础升级版催款电子邮件

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. 非正式版催款电子邮件

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. 个性化版催款电子邮件

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. “损失规避”版催款电子邮件

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. 系列催款电子邮件——电子邮件#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. 系列催款电子邮件——跟进电子邮件#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. 系列催款电子邮件——跟进电子邮件#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. 系列催款电子邮件——“最终警告”电子邮件#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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