Brand
Pipedrive
Subject line
Which plan is right for you?
Use case
Win Back Churned UserAbout this email
This email from Pipedrive targets a customer considering downgrading their CRM subscription. The structure opens with a friendly analogy to explain that different plans suit different needs, followed by a detailed bullet list of key features lost if downgrading from the Professional plan. The tone is informative and supportive, concluding with an offer of help from a success manager and comprehensive social and support links to maintain engagement.
Pipedrive journey
Why this works
**Why this works.** The subject line reframes downgrade anxiety as a choice problem ("which plan") rather than a loss problem, so users open expecting guidance instead of guilt-tripping. The pattern here is "question over objection"; you can lift it for any win-back or downgrade-risk email where you want churned users to reconsider rather than resent.
![[Action Required] Jump back in to Jira to keep your subscription — email screenshot from Jira](/email-screenshots/inactivity-nudge-from-jira-subscription-08122025.png)
