Brand
Jira
Subject line
Keep your Jira plan
Use case
Onboard Free UserAbout this email
This is a trial expiration reminder email from Atlassian Jira addressed to the user Jonathan. The email has a direct and encouraging tone, urging the user to add payment details to continue the Jira Premium plan before the trial expires in 3 days. The structure includes clear calls to action with links to maintain the current plan, explore other plans, or contact support, and also provides information on automatic downgrade to the Free plan if no action is taken. Social media and company footer links are included for additional engagement and credibility.
Jira journey
Why this works
**Why this works.** The subject line "Keep your Jira plan" uses retention language (keep) instead of upgrade language (upgrade now), which reframes payment as preserving current value rather than buying more, lowering psychological resistance in users who've already adopted the tool. The pattern here is "frame expiration as loss prevention, not upsell"; you can lift it for any trial-to-paid conversion where the user has already built workflows and wants continuity.
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