Getting Your Subscribers to Update Payment Information: Three Approaches

Learn from real alerts that Quickbooks, Infusionsoft and Google send, plus a bonus example from Subscription Insider

Getting Your Subscribers to Updated Their Payment Information: Three Approaches — Source: Bigstock

Are you receiving more alerts notifying you of expiring cards? We have and frankly, it’s no surprise with the increase in the volume of payment cards that been reissued. Without that updated payment information, subscribers and members will not get renewed successfully.

Here are three very different approaches to getting subscribers to update their payment information. (Plus a bonus at the end, Subscription Insider’s own notice!)

Intuit’s QUICK BOOK: Progressively Urgent

Here are two versions of Intuit’s QuickBook notice.

The first example is a reminder to update the subscriber’s payment information, but in this case, the credit card was going to expire AFTER the renewal.

The second example is a reminder when the payment information on file is clearly going to fail, as the card had already expired. Not the urgency in the copy, bright orange headlines and button.

INFUSIONSOFT: The 1-2 Punch Multi-Channel Approach

The Infusionsoft notice to update payment information is beyond understated with no link and only a phone number. Taken in isolation, this email probably would not cause someone up update their information but that was not InfusionSoft’s plan. What they do is plan a 1-2 punch. Send the email and THEN make a call. I was the one who actually received that call from their billing team and was very impressed. The gentlemen actually cited the Costo-Amex “divorce” as why they were calling all their customers.

GOOGLE:
Just the facts

While not a subscription service, Google’s notice is an entirely different approach. it’s very straightforward, no personalization, no account information either.

BONUS: Subscription Insider’s Notice:

Subscription Insider sends an email on the first of the month, notifying subscribers with payment cards that are going to expire in the next 30-60 days that their information needs to be updated. As a member, you may have actually received this!

Let me know what your business does, everyone does it a bit differently. The key here is an easy-to-understand notification and clear calls-to-action that works with your subscribers.

Filed in Auto-renew Subscription, News, Payment Processing, Sample Library, Subscriber Only, Subscriber Retention

Kathleen Greenler Sexton

Kathy Greenler Sexton is the CEO & Publisher of Subscription Insider, a digital media company that delivers intelligence on how to build, market and sell subscription-based products and services.(www.subscriptioninsider.com) She is a recognized expert in digital subscription business models, market strategy, brand development, and digital information products. Prior to Subscription Insider, Kathy led the SIIA Content Division as its VP & General Manager growing membership and revenue while helping media, publishing and information companies navigate the dramatic changes in content creation, business models, and technology. Kathy played key executive roles in the successful sale of Individual.com, NewsAlert/ Inlumen, and HighBeam Research. She launched and led the growth of leading digital brands including AltaVista, Individual.com, and HighBeam Research. She also executed turn-around and new-to-market solutions for SIIA, ZoomInfo, Business & Legal Resources, Inlumen, and OrderMotion. Kathy is a frequent speaker at industry conferences on the Subscription Economy. She lives in the greater-Boston area with her husband and son is an avid skier and Boston sports fan.

More Articles By Kathleen Greenler Sexton