RetainFlow · Free tools
Dunning Email Sequence Builder
Your dunning emails determine whether you recover 28% or 74% of failed payments.
Get RetainFlow
Want these sent automatically on the right schedule?
RetainFlow sends your dunning sequence with intelligent timing, tracks opens, and escalates based on customer behaviour.
Automate Your Dunning →Guide
What is a dunning email sequence?
Structure, copy principles, and how dunning fits next to retries—before you ship to production.
The basic arc
A dunning email sequence is a series of messages after a failed payment, escalating from a polite heads-up to a final notice. Timing and tone strongly affect recovery rates.
Each email’s job
Each failed payment email should include a clear action—update card, contact support—and reflect your brand voice so customers don't tune you out.
With smart retries
Combined with smart retries, saas dunning can recover the majority of involuntary churn that would otherwise be written off as "cancellations."
Before you go live
Use this builder as a starting point; always review copy with legal and test in staging before production sends.