The basic Churn Buster process is as follows, with lots of room to customize as we run customers through campaigns and collect data.
To start, Churn Buster crawls your payment history and checks for past-due invoices. Any subscription that has not been canceled is immediately eligible for a 22-day campaign—to get a better card on file, and get payments back on track.
Moving forward, anytime a customer fails payment they automatically enter a campaign.
Note: we do not recommend sending pre-dunning emails (sent before a card is expected to expire), though this feature is available on request. Card updater technology has made this process largely obsolete.
After the initial failed payment, Stripe will retry the card a couple times before outreach begins on day 5. Many soft declines can be silently resolved this way (10-20% is normal) before asking your customers for a new card-on-file.
Following the retry period, you'll have a series of 5 emails with custom templates and messaging of increasing urgency over a 22-day period. Each email includes links to no-login-required update forms. They come from your company, and are hosted on your domain, so they are trustworthy and friction-free.
When a card is updated, any unpaid invoice in the last 30 days (by default) is re-attempted. This look-back window can be extended so it pays down multiple unpaid invoices when a card is updated, if that suits your model better.
Churn Buster will make sure people have every opportunity to keep their subscription active, before considering them written-off. At this point Churn Buster can either:
A) cancel the subscription
B) leave them as Unpaid -- via webhook these customers can be cycled back to you, for drip campaigns, debt collection, etc.
The problem of customers ignoring notifications is a tricky one to solve, however with a good process in place there is a solid foundation to build on.