Cancellation Follow-Up Email Benchmarks
Cancellation follow-ups ask why the customer left and may offer a retention incentive. Average open rates range from 25% to 38%, with CTR between 5% and 12%.
Key Benchmarks
| Metric | Average | Above Average | Excellent |
|---|---|---|---|
| Open Rate | 25-38% | 38%+ | 48%+ |
| Click-Through Rate | 5-12% | 12%+ | 18%+ |
| Save Rate | 5-15% | 15%+ | 25%+ |
| Feedback Completion Rate | 10-25% | 25%+ | 40%+ |
Best Practices
- Send the follow-up 24-48 hours after cancellation
- Ask for feedback before offering a retention incentive
- Make the save offer time-limited to create urgency
- Respect the cancellation if the customer declines — do not send additional emails
Frequently Asked Questions
What is a good save rate for cancellation follow-ups? 5-15% is average. Offering a meaningful retention incentive can lift this to 15-25%.
How should cancellation emails be sequenced? First email: confirm cancellation and ask why. Second email (48 hours later): offer retention incentive if appropriate. No third email — respect the decision.
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