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Here's How You Should Write Cancellation Emails

A woman sipping on her coffee while sitting on her couch writing cancellation emails

Ending a subscription can feel awkward, but it doesn't have to be. When a customer decides to cancel, it's an opportunity to learn and leave them with a positive last impression. That's where a well-crafted subscription cancellation email comes in.

Honestly, this is a common task for marketers like us. But we get it, this can be a bit tricky. We want to respect our subscribers' choices while also keeping things friendly and professional, right?

In this article, we'll walk you through the process of writing cancellation emails that hit the right notes. We'll cover everything from understanding why people unsubscribe to avoiding common mistakes and creating emails that leave a good impression. (with examples!)

So, you better stick around! Let’s go ahead and get started.

Why Do People Unsubscribe From You?

As marketers, we try our best to push out the best content for our subscribers, but sometimes people just don't want access to it anymore. It's a natural part of the ups and downs of the online world. 

Here are five common reasons why people may choose to unsubscribe:

Email Overload: Inboxes can get cluttered quickly. Subscribers may feel overwhelmed by the sheer volume of emails they receive and decide to cut down on subscriptions to manage their inbox better.

Irrelevant Content: It's possible that some subscribers find our emails no longer relevant to their interests or needs. When the content doesn't resonate, they're more likely to hit the unsubscribe button.

Frequency: Too many emails too often can be off-putting. Subscribers might feel bombarded by frequent emails and opt-out to reduce the influx of messages into their inbox.

Change in Preferences: People's interests evolve over time. What once intrigued them may no longer hold their attention. Subscribers may unsubscribe as their preferences change and they seek out different types of content elsewhere.

Lack of Value: Ultimately, subscribers want to derive value from the emails they receive. If they don't find our content valuable or informative anymore, they're more inclined to unsubscribe in search of content that better meets their needs.

While it's natural to feel disappointed when subscribers leave, it's important to respect their decision and use it as an opportunity to reflect on how we can continue to improve and better serve our audience in the future.

5 Ways To Craft Cancellation Emails (With Examples)

A woman sitting in front of her computer thinking of ways to craft a cancellation email

Crafting a cancellation email isn’t hard at all. Here's how to craft a cancellation email that's respectful and effective:

Acknowledge the Request: Start by acknowledging their decision to unsubscribe. Keep it short and sweet:

"We've received your request to unsubscribe. You're all set."

Express Appreciation: Show gratitude for their past engagement with your emails. It's essential to make them feel valued, even as they leave:

"Thanks for being a part of our community. We appreciate your support."

Confirm Unsubscription: Reassure them that their request has been processed and they won't receive any further emails:

"You won't receive any more emails from us unless you decide to subscribe again. Take care!"

Offer Alternatives (Optional): Provide alternative ways for them to stay connected if they're interested, such as following on social media or visiting your website:

"If you'd like to keep up with us, you can follow us on [social media platform] or visit our website for updates."

Feedback (Optional): Invite them to provide feedback on why they're unsubscribing, if applicable. This can help you improve your email marketing strategies in the future:

"We're always looking to improve. If you have a moment, could you share why you're unsubscribing? Your feedback is valuable to us."

Avoid These Common Mistakes in Unsubscribe Emails

A man looking down on his phone

Here are some everyday mistakes to steer clear of when crafting your unsubscribe emails:

Being Too Formal or Automated

Sending automated emails is convenient, but they don't have to feel robotic. Customize your unsubscribe emails to add a personal touch. 

Use language that feels like it's coming from a real person, not a machine. Injecting a bit of emotion can also help.

Mistake: Sending a generic, robotic email that feels impersonal

"Dear Customer, You have been unsubscribed from our mailing list. Thank you."

Instead: Personalize the email and use a friendly tone

"Hey [Customer's Name], We've received your request to unsubscribe. You're all set! Thanks for being a part of our community."

Using a Negative Tone

Negative vibes won't bring back a customer. In fact, they might drive them further away. Avoid making customers feel guilty for unsubscribing. 

Keep your tone positive and friendly. Make sure to read through your email to ensure it doesn't sound angry or resentful.

Mistake: Guilt-tripping or sounding resentful

"We're sorry to see you go. Your decision really disappoints us."

Instead: Keep the tone positive and understanding

"We understand you're unsubscribing. Thanks for being with us! We wish you all the best."

Ignoring Reasons for Cancellation

You need to understand why customers are leaving to avoid more people from unsubscribing.. Provide easy ways for them to share their reasons, like a simple form or asking them to reply directly. Knowing why they're leaving gives you clues to potentially win them back.

Mistake: Not asking for feedback or reasons for unsubscribing

"You've unsubscribed. We hope you come back sometime."

Instead: Provide a way for customers to share their feedback

"We're sorry to see you leave. Could you let us know why you're unsubscribing? Your feedback helps us improve."

Not Offering Alternatives

The last thing you should do is allowing your customers to walk away without exploring other options. Offer alternatives to full cancellation, such as switching to a different plan, pausing their account, or providing a temporary discount. 

When you offer these alternatives, you address their concerns while keeping the door open for future engagement.

Mistake: Not giving any options or alternatives to cancellation

"You've unsubscribed. Thank you.”

Right Way: Provide alternatives to full cancellation

"We've removed you from our list. If you change your mind, you can adjust your email preferences in your account settings or follow us on [social media platform] for updates."

Final Words

Remember, the goal is to make the unsubscribe process as smooth and positive as possible, even if they're leaving. Avoiding these mistakes ensures you maintain a good relationship with your customers, even if they're no longer subscribers.

Your cancellation email should reflect your brand's tone and values. Keep it respectful, understanding, and concise. Good luck!


Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.


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