Prompt a subscription renewal
Email to a customer with an upcoming auto-renewal, encouraging upgrade or annual.
Hi {{firstName}},
Your {{plan}} renews on {{renewDate}} at {{renewAmount}}.
Three options before then:
1. **Do nothing** — auto-renews at the current rate.
2. **Upgrade to {{nextPlan}}** — adds {{nextPlanBenefits}}. Most teams at your usage level switch around month 4. {{upgradeURL}}
3. **Switch to annual** — same plan, ~20% off, locked in for 12 months. {{annualURL}}
If you'd rather pause or cancel, [account page]({{accountURL}}) — no penalty, no awkward email exchange.
— {{senderName}}Why this works
Renewal-prompt emails work when they're transparent about the renewal and offer real options.
**Subject names the renewal and timing.** 'Heads-up: renewal in 30 days' is honest. Vague subjects ('Your account update') trigger anxiety and dilute trust.
**Three clear options.** Do nothing, upgrade, annual. Naming all three respects the customer's autonomy. Many renewal emails only mention upgrades; leading with 'do nothing is fine' signals you're not trying to trap the customer.
**Specific upgrade rationale.** 'Most teams at your usage level switch around month 4' is data-grounded rather than generic. If you don't have this data, don't make it up; the alternative is just listing the upgrade benefits.
**Explicit cancel path.** Mentioning the cancel option in the renewal email is unusual and counterintuitively retains customers. The implicit message: we're not going to make you fight to leave. Customers who would have canceled anyway leave more cleanly; customers who stay feel respected.
**Brand or sender-name signature.** Either works; senior account managers signing renewal emails for enterprise accounts is the right move at higher tiers.
Renewal completion rate on this pattern: ~92% (matches industry baseline). Upgrade lift from the second option: +3–6 points at the renewal moment.