10 Best SaaS Subscription Renewal Email Examples + Ready-to-Use Templates

​There’s a key reason to care about subscription renewal email examples: churn prevention. Follow the right one, and you’ll boost customer retention, and retention is far cheaper than acquisition.

Here’s what that looks like in numbers:

In the legal services industry, the Customer Acquisition Cost (CAC) ranges from $750 to $1,300, while the Customer Retention Cost (CRC) ranges from $100 to $500. That’s 2-7× cheaper.

Apply the same ratio to SaaS, with an average CAC of $702, and your retention efforts will cost only $100 to $351.

The math speaks for itself.

But follow the wrong playbook and your retention strategy will backfire. From experience, tactics like guilt-tripping, fear-mongering, or last-minute discounts don’t work. In fact, one such email pushed me to churn rather than renew.

So, what works? In this post, I’ll walk you through 10 (+3) SaaS renewal email examples that nail timing, clarity, and persuasion, including ready-to-use templates.

What makes a good membership renewal email?

Short answer: Behavioral and value triggers that nudge early renewal naturally, not force it.

Prime’s renewal email is a good example. It blends clarity and persuasion effortlessly.

While the email doesn’t exactly lead with value, it’s timely and warm. Beyond standard personalization, the subject line is crystal clear: “Smiles Davis, Your Prime membership renews soon.”

Then it states the exact renewal details (date and price) before nudging the user toward the next action:

• Check renewal info.
• Visit the help page for clarity.
• Cancel if needed.

Finally, the email ends on a positive, value-driven note, reminding the customer of perks, such as exclusive deals, super-fast delivery, and endless entertainment.

Everything feels natural. That’s the framework worth copying. And with the following guidelines, you can:

Dos

• Use behavioral triggers (e.g., upcoming renewal dates).
• Emphasize value reminders unique to their plan.
• Offer clarity on pricing and next steps.
• Personalize with names, tiers, and usage stats.
• Give them a reason to say yes with gentle urgency or outcomes.

With Userpilot email features, you can build and scale these renewal email campaigns fast. Use: The predefined templates and a drag-and-drop builder for easy email creation; Localization to send personalized messages to every user in their language; and the Dashboard to track performance alongside product usage.

Don’ts

• Guilt-trip or overhype: Stay upbeat and skip lines like “Don’t lose access!” or “Last chance.”
• Hide pricing or unsubscribe links: Reduce friction by including every detail upfront.
• Write text-heavy paragraphs: Keep it short, skimmable, and action-oriented.

When should you send SaaS renewal emails?

There’s no universal “best time.” However, two proven practices will help you avoid sending your renewal emails too early or too late.

1. Use the 30/7/1 cadence

• 30 days before: Give customers enough time to review their plan, budget approvals, or payment methods.
• 7 days before: Remind them again, this time emphasizing the value they’ll keep enjoying if they renew.
• 1 day before: A final nudge with clear CTAs and billing details.

2. Trigger emails by user behavior or account status

Fixed dates work, but behavior-based reminders are even more effective. For instance, Canva automatically emailed me when my payment failed.

The message was timely, clear, and action-oriented. The subtle deadline added urgency without pressure, and that prompted me to update my payment method before cancellation.

What if 30/7/1 doesn’t work?

Post-expiry win-back sequences can work. A thoughtful email can re-engage lapsed subscribers by highlighting new features or offering limited-time incentives.

Canva used this approach, but not with new features.

My payment eventually failed. Yes, even the new one. And then, I got a post-expiry email reminding me of the perks I’d lose. It worked, and I renewed.

You can simplify the whole process for your users with Userpilot’s Email Scheduling. And you don’t have to manage anything manually. Set up renewal emails to follow a 30/7/1 cadence, or trigger them in real time based on user actions, while accounting for time zones worldwide.

Below are more examples to learn from, directly from real SaaS companies.

10 SaaS subscription renewal email examples you can steal

I combed through my inbox and scoured the internet to find 10 more examples you can learn from. These cover several scenarios, from renewal date reminders and membership perks to subscription upgrade emails.

Choose one that best fits your use case. Then, adapt the text-only templates to match your tone, branding, pricing model, and/or billing cycle.

1. Notion: “Notion reminder: You will be charged in 7 days”

This is a straightforward renewal reminder sent a week before billing. Two tactics stand out here:

• Clear timeline: The subject line spells out exactly when the charge will be deducted and the cost. This way, there are no surprises.
• Gentle nudge: The tone is calm and friendly. No guilt-tripping “last chance” or “now or never.”

I also like that Notion mentioned which card would be charged.

However, a few things could be improved:

• The greeting “Hi there” should have been personalized to “Hi, [First name].”
• The phrase “it looks like…” makes the copy sound uncertain.

Here’s a sharper version of the same email you can use:

SaaS renewal email template #1

Subject line: [First name], your [Product name] renews in 7 days

Hi [First name],

This is a gentle reminder that your [Product name] subscription will renew on [Date]. A charge of [Amount] will be processed automatically using your saved payment method ([Card type + last 4 digits]).

Want to update your payment method?

[View billing settings] or contact [Support] for more info.

Thanks for staying with us,

The [Company] team

2. Asana: “You’re missing out on unicorns”

Asana’s renewal email is the “membership benefits” type. Designed to re-engage inactive users, it highlights what’s new since their last login.

These two tactics stand out in the email:

• Playful subject line: “You’re missing out on unicorns” is fun, curiosity-driven, and cuts through inbox noise. The personality prompts users to open.
• Value-first approach: Instead of leading with renew now, the email highlights new features and useful content, giving inactive users a reason to come back before being asked to commit. This gentle push can be more persuasive than a hard sell.

Still, there are areas for improvement.

The biggest miss is personalization. A simple first name tag could make the message feel warmer and more directed.

Another gap is the call-to-action hierarchy. While the email includes several helpful links, it fails to place the most important one, the renewal CTA, front and center. Without it, users may explore features but not renew their subscription.

Below is an effective alternative that balances playful tone, value reminders, and a clear renewal path.

SaaS renewal email template #2

Subject line: [A clever, playful line tied to product value]

Hi [First name],

A lot has happened since you last used [Product name], and we don’t want you to miss out.

Here’s a quick roundup of what’s new:

• [New feature #1]
• [New feature #2]
• [New feature #3]

Plus, check out these quick reads to help you get even more from [Product name]:

• [Blog/resource link #1]
• [Blog/resource link #2]

Ready to jump back in?

[Renew today]

—

[Role at the company],

[Full name]

3. Help Scout: “Account Scheduled for Deletion”

This renewal email from Help Scout is a gentle reminder for users whose payment failed over an extended period. It doubles as both an expiry notice and a last attempt to retain the customer.

The email did two things really well:

• Crystal-clear subject line: “Account Scheduled for Deletion” leaves no room for misinterpretation. It’s direct and urgent.
• Simple next steps: No long explanation. The body suggests a single action: log in.

I love the clarity, brevity, and urgency. However, the email leaves opportunities on the table.

First, there’s little value reinforcement. Even a single line about what users will lose by not renewing (like saved projects, workflows, or support access) would strengthen the message.

Second, the CTA “log in” is vague. Log in and do what? Update payment, downgrade, or renew?

Specificity here could boost conversions.

Below is an improved version that adds value and ties the next step to renewal.

SaaS renewal email template #3

Subject line: Your [Product name] account is scheduled for deletion

Hi [First name],

Your [Product name] account is scheduled for deletion in [X] days.

Accounts that go [X] days without a successful payment are automatically removed. To keep your data, projects, and features intact, simply log in and [update your payment details/downgrade to Free Plan] before 2025.

[Log in and keep my account]

If you have any questions, our team is here to help.

Cheers,

Your friends at [Company]

4. Grammarly: “Track your writing progress + Pro at $12/month!”

Grammarly uses a unique, combo renewal playbook: subscription upgrades + measurable progress.

So, instead of just asking users to renew, the email first provides a “Weekly Writing Update,” showing streaks, word counts, tone variety, and areas of improvement.

This tweak shifts the focus from payment to progress. And two things make it work so well:

• Engagement-first format: Instead of a hard sell, Grammarly leads with personalized stats that make users feel accomplished and curious about their progress.
• Contextual upsell: The Pro offer feels like a natural next step. After showcasing value, it appears as the logical conclusion, “Upgrade to Pro”, right where motivation peaks.

The email is almost perfect. But it could be more engaging by adding a first name.

Here’s an improved text-only template you can copy:

SaaS renewal email template #4

Subject line: [First name], track your progress and keep growing with [Product name]

Hi [First name],

You’ve been on a roll!

Here’s a snapshot of your recent progress with [Product name]:

• [Metric #1: Words written / tasks completed]
• [Metric #2: Accuracy or success rate]
• [Metric #3: Streak or achievement]

Want to take it further?

With [Product name] Pro, you’ll unlock advanced tools like [Feature #1] and [Feature #2] to help you grow even faster.

[Upgrade now for $X/month]

Keep making progress,

The [Company] team

Bonus template

5. LinkedIn Sales Navigator: “We’re sorry to see you go”

This renewal email is a cancellation confirmation laced with a last-chance win-back attempt.

Instead of pushing users to stay, LinkedIn uses empathy to encourage reconsideration. These tactics stand out:

• Clear communication: The subject line and first sentence confirm what’s happening; your account will end on a specific date. There’s no ambiguity, which builds trust even at the point of churn.
• Gentle win-back CTA: Instead of guilt-tripping, the email asks “Changed your mind?” and highlights tangible benefits like lead recommendations and sales insights. The placement of a single, bold button (“Keep Sales Navigator”) makes it easy to act.

However, the personalization is minimal. The email uses the recipient’s name but doesn’t tailor benefits to their activity or usage. Also, a quick reminder, e.g., “You’ve saved 120 leads this month,” would have made the value harder to walk away from.

Below is a text-only template that closes the gap.

SaaS renewal email template #5

Subject line: We’re sorry to see you go, [First name]

Hi [First name],

We’ve processed your request to cancel your [Product name] account. Your subscription will officially end on [Date], at the close of your billing cycle. You’ll continue to have access until then.

After cancellation, your [Free/basic plan] account will remain active, but you’ll lose access to premium features such as [Feature 1] and [Feature 2].

Do you know you [saved 120 leads this month / analyzed 25 campaigns / closed X deals with insights from Product] with these features?

Don’t miss out on the tools that help you achieve these results.

[Keep your subscription active]

We’d love to have you stay, but either way—thank you for being with us.

All of us at [Company]

6. Miro: “Your payment was declined”

Miro’s renewal email is the heads-up type, notifying users that billing didn’t go through. I love how it prompted me to fix the issue before service disruption. A few more tactics make it effective:

• Direct subject line: “Your payment was declined” leaves no doubt about the problem. I immediately know what went wrong.
• Guided next step: A single CTA (“Go to billing settings”) reduces friction, making it obvious how to fix payment details.

Still, the email could do better with its tone. It’s neutral and doesn’t reassure users of what they’ll lose if they don’t act. A quick line like “Your boards and projects will be paused” could make the risk more tangible.

Below is a text-only template that addresses this gap.

SaaS renewal email template #6

Subject line: Your payment was declined, [First name]

Hi [First name],

We weren’t able to process your recent payment for [Product/Plan]. This can happen if your card has expired or has insufficient funds.

To avoid any disruption, please update your billing information now:

[Update billing link]

If payment isn’t updated, your subscription will pause on [Date], and you’ll lose access to [key feature/benefit].

Need help?

Our support team is here for you: [Support link]

[Update billing information]

Thanks for choosing [Company].

— The [Company] Team

7. Zoom: “Zoom Renewal Notification”

This email is just a heads-up to remind members that their subscription will renew automatically. Instead of surprising users with a charge, Zoom provides advance notice while balancing appreciation and clarity.

• Warm tone: The email opens with gratitude, “thank you for being a loyal Zoom customer.” That makes the message feel less transactional.
• Transparency: Renewal date, account number, and clear links to billing and cancellation are all front and center. No fine print or hidden steps.

However, the subject line is only functional, not engaging. Something like “Your Zoom subscription renews on August 23” would feel more user-centric.

Also, the email could briefly highlight what customers will keep enjoying to reinforce value, like HD video or unlimited meeting minutes.

I’ve incorporated the improvements into the template below.

SaaS renewal email template #7

Subject line: [First name], your [Product name] subscription renews on [Date]

Hi [First name],

Thank you for choosing [Product name]! We’re excited to continue powering your [X], [Y], and [Z].

As a reminder, your subscription for Account [XXXXXX] will automatically renew on [Date].

Here’s what you’ll continue to enjoy:

• [Key benefit #1]
• [Key benefit #2]
• [Key benefit #3]

To avoid any disruption, please ensure your billing details are up to date before [Date].

[Update your subscription details]

Need to make a change? You can downgrade or cancel anytime here: [Cancel link].

For any questions, our team is here to help: [Support link]

Thanks again for being part of the [Company] community. We look forward to keeping you connected.

Happy [Company—ing],

The [Company] Billing Team

8. HubSpot: “Your HubSpot account will be deactivated in 30 days”

This renewal email is framed as an inactivity warning. And it works because HubSpot emphasizes account usage over billing.

• Gentle nudge vs. hard sell: Rather than pushing a paid plan, HubSpot simply asks the user to log in. It lowers friction and keeps the door open for future engagement.
• Specific timeline: A clear 30-day countdown (from 30/7/1 cadence) gives users a reason to act now, while the exact deactivation rule (120 days of inactivity) reinforces credibility.

Even with the standout tactics, the email can be better. For instance, it could lean harder on what’s inside the account, like saved contacts, workflows, or past marketing campaigns. This will remind users of what they’ll lose, which might increase urgency.

The text template below includes that value reminder.

SaaS renewal email template #8

Subject line: Your [Product name] account will be deactivated in 30 days

Hi [First name],

It looks like you haven’t signed into your [Product name] account in a while. [Product name] accounts are automatically deactivated after 120 days of inactivity.

To keep your account active and retain access to your [saved contacts/workflows/data], sign in before [Date].

[Sign in and keep my account]

Need help getting started again?

Here’s a quick guide: [Help link]

9. Dropbox: “Hi [Full name], your Dropbox is full but we can help”

This renewal email works by tying the upgrade directly to a pain point: storage is full, and syncing has stopped. It positions the paid plan as the only way to regain lost functionality.

Some tactics you can steal from Dropbox’s message:

• Problem–solution framing: The email makes the issue explicit (“Your Dropbox is no longer syncing”) before presenting the fix (“upgrade today”). That immediacy makes the value proposition hard to ignore.
• Benefit-led upgrade: Instead of just offering “more space,” Dropbox emphasizes both the scale (up to 3TB) and the bonus features (powerful sharing tools), which strengthen the upsell.

The only addition I’ll suggest is urgency. Adding a timeline (“avoid losing access to new files”) would nudge users to take quicker action. The template below shows what I mean.

SaaS renewal email template #9

Subject line: Your [X] is [full/exhausted], keep [deriving value]

Hi [First name],

Your [Product name] is no longer [[deriving value] because it’s [full/exhausted]. That means you can’t do [Function 1], [Function 2], or [Function 3].

Upgrade today to unlock up to [feature/benefit].

[Upgrade my account]

Don’t wait until you lose [benefit].

10. Surfer: “Exclusive Deal for Returning Customers: 30% Off Monthly Plans”

Surfer renewal email targets churned customers with a promotional hook. Instead of a generic “come back” nudge, it ties return to tangible value like discounts, extra credits, and permanent savings.

• Compelling incentive stack: The email layers multiple benefits, from discounted monthly plans, lifetime savings on annual plans, to cheaper add-ons. This way, there is an option to re-engage every inactive customer.
• Timely urgency: Framing the deal around a seasonal or limited-time promotion creates urgency without sounding pushy. It taps into a buyer’s mindset when they’re primed for deals, making reactivation more attractive.

However, a benefit-led CTA (e.g., enjoy 30% off) would have better connected users’ actions to the desired outcome. The template below fixes that.

SaaS renewal email template #10

Subject line: Welcome back! Unlock 30% off your plan

Hi [First name],

We’ve made [X] updates this past year to make [Product name] better than ever, and we’d love for you to experience it again.

Here’s an exclusive offer for returning customers like you:

• 30% off monthly plans (first 3 months)
• 30% off annual plans (for life)
• 30% more credits on [Essential/Scale] plans (for life)
• Add-on credits up to 52% off

[Reactivate and save 30%]

This offer won’t last long. Lock in your savings today and see what’s new in [Product name].

[Name] from [Company]

Make renewal a no-brainer

Renewal emails shouldn’t feel like pressure plays—for you and to users. Just do it like the best SaaS brands do.

• Notion removes friction with timely reminders.
• Grammarly keeps users motivated by spotlighting progress.
• LinkedIn uses empathy to make staying feel easy.

Together, they all prove renewal can feel natural. And with Userpilot, you can automate these same tactics, behavior-triggered nudges, value-driven reminders, and empathetic win-backs, and track results with zero coding.

Book a demo today to test our email scheduling features yourself!