Brand
Jira
Subject line
Your trial ends today! Keep your Jira plan
Use case
Onboard Free UserAbout this email
This email serves as a commerce pre-dunning notification from Atlassian Jira, informing the user that their trial period has ended and prompting them to add payment details to continue with the Premium plan. Structurally, it uses clear headings, personalized messaging, and distinct calls to action including keeping the current plan, exploring other plans, and contacting support. The tone is urgent yet helpful, encouraging the user to make a payment decision to avoid downgrade to the free plan.
Jira journey
Why this works
**Why this works.** The subject line names the consequence of inaction ("trial ends today") rather than the benefit of action, which creates scarcity pressure and forces an immediate binary choice - keep or lose - instead of letting readers defer. The pattern here is "frame expiration as loss, not opportunity"; you can lift it for any trial-to-paid conversion email where the user has already experienced value and needs a push, not a pitch.
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