Brand
Jira
Subject line
Last chance to keep your plan!
Use case
Win Back Churned UserAbout this email
This email serves as a pre-dunning notification from Atlassian Jira to a user named Jonathan, warning about the potential loss of the Jira Premium plan due to unpaid charges or lack of payment details. The structure is clear and focused, starting with a personal, somewhat urgent greeting, followed by direct calls to action to either retain the current plan or explore alternatives. The tone balances urgency with reassurance, providing explicit next steps and customer support options, combined with legal and social media footer links for credibility and connectivity.
Jira journey
Why this works
**Why this works.** The subject line "Last chance to keep your plan!" names the loss (what Jonathan will lose) rather than the action (update your payment), so it triggers fear of downgrade before asking for work. The pattern here is "lead with what they lose, not what they must do"; you can lift it for any win-back or dunning email where inaction has a concrete cost the user already understands.
