Brand
Jira
Subject line
We’ve switched you to the Jira Free plan
Use case
Win Back Churned UserAbout this email
This email informs the user, Jonathan, that his Jira subscription has been switched to the Free plan, highlighting the limitation of features compared to his previous plan. The structure includes a clear header with a personalized greeting, followed by concise information about the plan change and options to explore other plans or contact support. The tone is straightforward and supportive, aiming to retain the user by providing upgrade options and accessible help links.
Jira journey
Why this works
**Why this works.** The subject line states a completed action (plan switched) rather than asking permission or offering a choice, which removes friction for users who've already mentally left - they read it as "here's what happened" not "here's what we want from you." The pattern here is "confirm the exit before offering the return path"; you can lift it for any downgrade or churn email where you want to acknowledge the user's decision first, then present upgrade options as genuine alternatives rather than desperate pleas.
