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Credit card expiry reminders

Posted by Michael Bloch in ecommerce (Thursday July 29, 2010 )

If you’re running a subscription service, do you send out credit card expiry email reminders? If not, maybe you should.

I used to work with a subscription based service and one of the thorns in our side were customers who forgot to update their credit card details after their current card had expired.

Considering the service used to also whack on fees for late payments and then suspend the account, it really set up a bad vibe and it wasn’t unusual for a customer to cancel their subscription as a result.

The solution was to send out credit card expiry reminder emails. It wasn’t 100% successful, for example, in cases where the clients’ email address had also changed, but it sure saved a lot of arguments and accounts.

The other important thing to do is to not just send out one – start sending them every week for a month up to the expiry date. The reason for this can be related to the old saying “the squeaky wheel gets the grease”. I remember the last time my credit card was due to expire, one service sent me multiple (polite) reminders and they were the first to get the new details.. the services I forgot to were the ones that didn’t send me any form of reminder.

Yes, it should be the customer’s responsibility to keep track of who their service providers are, but these days, the reality is people have all sorts of subscriptions to various services and it is easy to lose track – so send reminders and make your reminder stand out from the pack to ensure you get the good oil first.


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