How Dropbox Handles Involuntary Churn (Part 2): Creating Urgency to Elicit a Response

After informing us of our outdated billing information, Dropbox followed up with an email informing us that our storage is now full, and we

Part 1Part 2Part 3

This is Part 2 of our DROPBOX Sample series, showing how one company is managing increased credit card fails in their customer communications.

In part one, Dropbox attempted to obtain updated credit card information. In this sample, Dropbox is upping the ante and warning of a service downgrade.

In this follow-up email, Dropbox:

  1. Informs us that our Dropbox is out of space at its current level
  2. Points out a negative consequence of not updating a credit card (and renewing the subscription)
  3. Offers a carrot-and-stick by offering 1 TB of free storage space
  4. A blue button that clearly shows a call to action to upgrade the account
  5. An additional link to upgrade to get more space
  6. A link to Dropbox for Business, an upsell offer that may be appropriate for a number of their expired or cancelled members

 

Dropbox has been extremely active trying to engage this cancelled member.  We applaud their diligence with their follow-up communication.  Talking about the negative impact of losing a membership or subscription can go bad quickly if your communications are not written effectively, but this email clearly lays out the negative effects of losing your Dropbox account in a constructive way that doesn’t intimidate or insult.  They also, very effectively, payer in multiple links and options for expired subscribers to reengage with their service.  All in all, this is a good example for other subscription businesses to look at and test.

The question is, will DropBox start calling their expired customers?  That is a best practice to recover expired credit cards and one we encourage all companies to get a plan together for quickly (if you do not already) given the expected rise in credit card churn due to the implementation of EMV Chip cards.

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