Dunning email cadence
3 min read•Updated March 22, 2026
Dunning is the sequence of payment-failure emails that runs alongside retries. Here's how ours is shaped.
The default cadence
- Day 0: Soft notice. "Your payment didn't go through. We'll try again in 48 hours."
- Day 2: Retry notice. "We just retried. If it's not cleared by tomorrow, please update your card."
- Day 5: Urgency. "Your subscription is at risk. One click to update your card here."
- Day 8: Last call. "We'll cancel in 3 days unless you update."
- Day 11: Cancellation confirmation + reactivation path.
Why this shape
The first three emails convert the customer who simply has a stale card. The last two convert the customer who's decided to churn but hasn't acted. The data backs this out: recovery curves flatten after email 4.
When to customize
High-ticket B2B subscriptions often convert better with a 7-touch sequence spread over 21 days. Consumer subscriptions under $30/mo typically don't benefit from extending past the default. You can edit copy, timing, and count per-plan.