Brand
Jira
Subject line
You’ve got extra time to keep your plan
Use case
Onboard Free UserAbout this email
This email serves as a pre-dunning notification from Atlassian Jira, informing the user that their Premium plan access will continue if they update their payment details by a specified date. The structure includes a clear headline image, a personalized greeting, a deadline extension reminder, and multiple call-to-action buttons for maintaining the current plan, choosing a different plan, or contacting support. The tone is understanding and encouraging, aiming to gently prompt the user to act without creating urgency or alarm.
Jira journey
Why this works
**Why this works.** The subject line reframes a payment deadline as a gift (extra time) rather than a threat, which shifts the user's emotional response from avoidance to gratitude and makes them more likely to take action instead of ignore the message. The pattern here is "name the benefit to the user, not the ask to the user"; you can lift it for any payment-related or dunning email where you need users to complete a friction task before churn happens.
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