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Dunning Management: How to Recover Failed Payments




Failed payments are part of running a subscription or SaaS business. It’s normal for credit card payments to get declined. But unless you have dunning management in place, chances are those failed payments are costing you a lot of money.

In this guide, I’m going to break down what dunning management is, how it works, how to completely automate the dunning process and some best practices to follow in order to recover more revenue from failed payments.

Table of contents:


Around 9% of your MRR is at-risk of loss to failed payments. What are you doing about it?

What is dunning management?

In short, dunning is recovering failed payments from customers. Dunning management is the process in which you do it.

When you have a recurring billing/subscription business model, failed payments are inevitable. At some point, you’re going to attempt to charge one of your customers and the payment isn’t going to go through. Usually as a result of:

  • Insufficient funds
  • Incorrect billing information
  • Expired credit card

When payments fail, you have two options:

  1. Sit back and wait for the customer to notice and do something about it
  2. Be proactive and reach out to get them to update their payment method

If you don’t have a dunning management solution in place, chances are you’re using option #1.

Unless you’re ok with losing monthly recurring revenue (MRR) and customers, you’re much better off going with option #2 and setting up a process to contact customers after a failed transaction and collect the payment.

Why every subscription company needs dunning management

You’re probably already starting to understand why dunning management isn’t just a “nice to have”, and really a necessity for any company that collects recurring payments (i.e. a SaaS or subscription service).

But just in case you need a little more convincing, or you just want to know exactly what’s at stake, here are some of the main ways dunning management will help you grow.

Saves 9% of your MRR

This should be enough of a reason alone to use dunning management.

Based on our data, on average, SaaS companies lose about 9% of their MRR due to failed payments and involuntary churn.

Involuntary churn is when a customer’s subscription ends unintentionally. It’s usually as a result of a failed payment that never got fixed.

how involuntary churn works

Some companies make the assumption that customers know when their payments fail and just wait for them to update their payment information. But what we’ve found is that’s not always the case.

You’ve probably even experienced it first-hand when your credit card expires and you completely forget to update your own subscriptions with the new billing details. It’s an easy mistake to make.

And unless the customer is logging into your product frequently, there’s a chance they could go an entire month without noticing unless you tell them.

That’s why implementing dunning management is a quick and easy win for business growth. It’s simple to set up and pretty much runs itself. I’ll show you how later on.

Prevents service disruptions

Depending on the type of business you run, this could be a very important reason to have a dunning management solution in place.

Let’s say you own a SaaS company that monitors website downtime. Your customers depend on your software to let them know when their website has issues, so every minute that their service is interrupted means potential lost revenue for them.

What happens when their monthly payment fails and goes unpaid for weeks? Unless you keep the service going for delinquent customers (which is probably a good idea), it can create unnecessary service disruptions.

Which brings me to my next point…

It creates a better customer experience

Yes, dunning management helps you make (and keep) more revenue. But it also helps your customer.

Unlike voluntary churn, most of the time customers who have failed payments don’t want to cancel their service. 

So just as much as dunning helps you, it also gives your customers a layer of protection to make sure they don’t experience any type of disruption with their account.

How the dunning process works

Now that you know the what and why, let’s talk about how dunning management actually works. 

The involuntary churn graphic I showed earlier is an example of what a lot of companies without a dunning management process do—and results in involuntary churn. 

But here’s what a more effective dunning process looks like:

Dunning Process

Step 1: The customer’s payment fails

This is the event that triggers the entire process. Whether their credit card is expired, they have insufficient funds or any other reason, a customer’s payment failed and the charge didn’t go through.

Step 2: Send a dunning email to the customer

Customer communication is key here.

The day that your customer’s payment fails, send them an email to let them know there was a payment failure, with a link to update their billing information.

Dunning email

Your billing software might have automated payment retries that will try charging the card again again at this point.

If there was a soft declined payment, that might work. But if not, move on to step 3.

Step 3: They update their billing information (or don’t)

The customer will either log in and update their billing information, or wait/not see your email. If they update their billing information, great! You’ll recover the payment and all is right in the world.

If they don’t make a payment, move to step four.

Step 4: Send a follow-up dunning email

Emails get missed and people get busy. It’s life. However, that means that there’s a chance your first dunning email will get passed up. And unfortunately, that’s where a lot of subscription companies stop the dunning process.

But not you, because you read this article!

You need to send a follow-up dunning email (just a gentle reminder) to be proactive about collecting failed payments. However, you don’t have to send it the very next day. 

For instance, at Baremetrics we wait until a few days after the first email to send our follow-up.

dunning email

The reason follow-up dunning emails are important is because there are a lot of customers who won’t update their billing information after the first email according to our data.

Average Dunning Email Performance 

# of days delinquent

Click rate

Recovery rate

You can continue to send a few more dunning emails until the customer updates their billing information. But we suggest spacing them out. For instance, we send a total of six emails over 30 days.

At this point, you should also set up a reminder notification in-app or paywall to update their billing information.

dunning paywall

If you offer a grace period for customers to make an overdue payment, you can mention that in your email as well.

Step 5: Churn

If after all of your attempts, the customer still doesn’t update their billing information, you’ll likely have a churned customer on your hands.

Between the email notification, in-app reminders and a paywall when they login, most customers will fix the payment issue if they can. But if not, sometimes you’ll have to accept a bump in your churn rate.

If this all sounds like a lot, don’t worry. It can all be automated!

The best dunning management software

Unless you plan to manually send emails to each customer when their payment fails, you’re going to need some type of dunning management software to automate the process.

And while most dunning management tools have some similar functionality, they’re not all equal. Here’s a look at some of the best dunning management software to recover failed payments.

Baremetrics dunning (Recover)

We couldn’t make a list of the best dunning management software and not include our own product!

Recover does everything you need from dunning software from sending emails, to making it easy for customers to make payments, in-app payment reminders and provides you with dunning analytics so you can see exactly how much revenue you’ve saved.

recover dashboard

But aside from the fact that we developed it, there are plenty of reasons to go with Recover. For one, it’s integrated with the rest of our metrics, so you can get deeper insights than other dunning tools.

For example, you can see your complete customer’s profile including what plan they’re on, and a timeline of any failed charges, dunning emails sent, and more all in one place.

dunning management timeline

On top of that, you can also see your most common failed payment reasons…

failed payment reasons

And a breakdown of how each dunning email performed (including how much revenue you recovered from each email).

dunning email performance breakdown

If you’re interested in giving Recover a try, you can get a free trial here.

Tushar Mahajan

Recover helped us reduce our churn and save over $10k+ in less than 3 months.

Dunning software from payment processors

Some subscription companies prefer to use out-the-box dunning software from their subscription billing software. 

However, we find that a lot of times, these tools are more limited than what you’d get from a standalone dunning tool like Recover. 

Most dunning tools from payment processors/subscription billing providers:

  • Don’t offer the same level of reporting and analytics
  • Don’t send enough follow-up emails
  • Do little to nothing in terms of in-app dunning

But in case you’re interested, here are some other dunning software options:

I can’t stress it enough though, I highly recommend going with a standalone dunning tool if you’re serious about reducing customer churn and recovering more revenue.

Best practices for dunning management

Just getting some type of dunning management up and running will likely get you some results. Almost anything is better than doing nothing.

But if you want to maximize the amount of MRR you recover each month from failed payments, here are some best practices to keep in mind.

1. Automate dunning management

I can’t stress this enough! Use dunning management software to automate this entire process. It’s so simple and it can save you thousands of dollars in revenue churn.

Even if you’re thinking to yourself, “I only have 100 customers, is it worth paying for?” The answer is yes!

All the time you spend manually sending emails and tracking down customers who haven’t paid is time you could be spending elsewhere on things you can’t automate.

Seriously, do it.

2. Don’t forget the in-app experience

Dunning emails are very effective for recovering failed payments. But you can double down by including in-app reminders for customers to update their billing information. 

Like I mentioned earlier, you can set this up in Recover so that when customers login to your software, they’ll see a pop-up asking them to update their billing information.

baremetrics paywall

If customers ignore this message, it means they either:

  • Aren’t logging into your tool so they never saw it (which is a bad sign)
  • Probably plan to cancel anyways so they’re not going to update their billing information

3. Make it simple to update their billing information

Generally speaking, the easier it is to do something, the more likely people are to do it. That applies to most things in life, including updating billing information.

It really shouldn’t take more than two clicks for customers to be able to update their billing information. For instance, if you send an email, they should be able to click the link and be taken directly to a credit card form.

If it’s an in-app reminder, they should be able to update their information directly in the form that pops up.

4. Use these dunning email templates to get started

A while back, I reached out to over 30 different SaaS and subscription companies and asked them to share the dunning emails they send to customers.

You can take a look at the all here: How to Write Effective Dunning Emails (30+ Examples Included)

It’s a great resource if you’re setting up a dunning management process for the first time, or if you’re just looking to refresh your current emails.

Dunning management is a must

I know I sound like a broken record by now, but every SaaS and subscription company should have a dunning solution.

I’m speaking from experience. Using Recover has helped us recover over $30,000 in potential lost revenue in just the past nine months.

recovered revenue nine months

And if you’re currently not doing anything about dunning, there’s a strong chance you don’t even know how much revenue you’re losing each year from failed payments. 

Whether you go with Recover or another tool, setting up dunning management needs to be on your to-do list ASAP.



Here’s how fast a few dozen startups grew in Q3 2020




Earlier this week I asked startups to share their Q3 growth metrics and whether they were performing ahead or behind of their yearly goals.

Lots of companies responded. More than I could have anticipated, frankly. Instead of merely giving me a few data points to learn from, The Exchange wound up collecting sheafs of interesting data from upstart companies with big Q3 performance.

The Exchange explores startups, markets and money. Read it every morning on Extra Crunch, or get The Exchange newsletter every Saturday.

Naturally, the startups that reached out were the companies doing the best. I did not receive a single reply that described no growth, though a handful of respondents noted that they were behind in their plans.

Regardless, the data set that came together felt worthy of sharing for its specificity and breadth — and so other startup founders can learn from how some of their peer group are performing. (Kidding.)

Let’s get into the data, which has been segmented into buckets covering fintech, software and SaaS, startups focused on developers or security and a final group that includes D2C and fertility startups, among others.

Q3 performance

Obviously, some of the following startups could land in several different groups. Don’t worry about it! The categories are relaxed. We’re here to have fun, not split hairs!


  • Numerated: According to Numerated CEO Dan O’Malley, his startup that helps companies more quickly access banking products had a big Q3. “Revenue for the first three quarters of 2020 is 11X our origination 2020 plan, and 18X versus the same period in 2019,” he said in an email. What’s driving growth? Bank digitization, O’Malley says, which has “been forced to happen rapidly and dramatically” in 2020.
  • BlueVineBlueVine does banking services for SMBs; think things like checking accounts, loans and payments. The company is having a big year, sharing with TechCrunch via email that it has expanded its customer base “by 660% from Q1 2020 to” this week. That’s not a revenue metric, and it’s not Q3-specific, but as both Numerated and BlueVine cited the PPP program as a growth driver, it felt worthy of inclusion.
  • Harvest Platform: A consumer-focused fintech, Harvest helps folks recover fees, track their net worth and bank. In an email, Harvest said it “grew well over 1000%+” in the third quarter and is “ahead of its 2020 plan” thanks to more folks signing up for its service and what a representative described as “economic tailwinds.” The savings and investing boom continues, it appears.


  • Uniphore: Uniphore provides AI-based conversational software products to other companies used for chatting to customers and security purposes. According to Uniphore CEO Umesh Sachdev, the company grew “320% [year-over-year] in our Q2 FY21 (July-sept 2020),” or a period that matches the calendar Q3 2020. Per the executive, that result was “on par with [its] plan.” Given that growth rate, is Uniphore a seed-stage upstart? Er, no, it raised a $51 million Series C in 2019. That makes its growth metrics rather impressive as its implied revenue base from which it grew so quickly this year is larger than we’d expect from younger companies.
  • Text Request: An SMS service for SMBs, Text Request grew loads in Q3, telling TechCrunch that it “billed 6x more than we did in 2019’s Q3,” far ahead of its target for doubling billings. A company director said that while “customer acquisition was roughly on par with expectations,” the value of those customers greatly expanded. I dug into the numbers and was told that the 6x figure is for total dollars billed in Q3 2020 inclusive of recurring and non-recurring incomes. For just the company’s recurring software product, growth was a healthy 56% in Q3.
  • Notarize: Digital notarization startup Notarize — Boston-based, which most recently raised a $35 million Series C — is way ahead of where it expected to be, with a VP at the company telling TechCrunch that during “the first week of lockdowns, Notarize’s sales team got 3,000+ inquiries,” which it managed to turn into revenues. The same person added that the startup is “probably 5x ahead of [its] original 2020 plan,” with the substance measured being annual recurring revenue, or ARR. We’d love some hard numbers as well, but that growth pace is spicy. (Notarize also announced it grew 400% from March to July, earlier this year.)
  • Acceleprise-backed hasn’t raised a lot of money, but that hasn’t stopped it from growing quickly. According to co-founder and CEO Robert McLaws, BurnRate “started selling in Q4 of last year” so it did not have a pure Q3 2019 versus Q3 2020 metric to share. But the company managed to grow 3.3x from Q4 2019 to Q3 2020 per the executive, which is still great. BurnRate provides software that helps startups plan and forecast, with the company telling TechCrunch with yearly planning season coming up, it expects sales to keep growing.
  • Gravy AnalyticsLocation data as a service! That’s what Gravy Analytics appears to do, and apparently it’s been a good run thus far in 2020. The company told TechCrunch that it has seen sales rise 80% year-to-date over 2019. This is a bit outside our Q3 scope as it’s more 2020 data, but we can be generous and still include it.
  • ChartHopTechCrunch covered ChartHop earlier this year when it raised $5 million in a round led by Andreessen Horowitz. A number of other investors took part, including Cowboy Ventures and Flybridge Capital. Per our coverage, ChartHop is a “new type of HR software that brings all the different people data together in one place.” The model is working well, with the startup reporting that since its February seed round — that $5 million event — it has grown 10x. The company recently raised a Series A. Per a rep via email, ChartHop is “on-target” for its pre-pandemic business plan, but “far ahead” of what it expected at the start of the pandemic.
  • Credo: Credo is a marketplace for digital marketing talent. It’s actually a company I’ve known for a long-time, thanks to founder John Doherty. According to Doherty, Credo has “grown revenue 50% since June, while only minimally increasing burn.” Very good.
  • Canva: Breaking my own rules about only including financial data, I’m including Canva because it sent over strong product data that implies strong revenue growth. Per the company, Canva’s online design service has seen “increased growth over both Q2 and Q3, with an increase of 10 million users in Q3 alone (up from 30 million users in June).” Thirty-three percent user growth, from 30 to 40 million, is impressive. And, the company added that it saw more team-based usage since the start of the pandemic, which we presume implies the buying of more expensive, group subscriptions. Next time real revenue, please, but this was still interesting.



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They want to cancel their subscription? OK I don’t need them!




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You are building a product and you put your hurt and soul into it. You’re rewriting the details, crafting perfect pixel design, generating leads, ads campaigns, cold outreach, and publishing on all channels.

You present a perfect demo, onboard a new subscriber, and then he churns.

At that point you get mad and start making excuses:

  • “they don’t understand the product”
  • “they were using it wrong anyway”
  • “their business sucks”
  • “I don’t need them”

But honestly, YOU DO.

I went through the same process but eventually realized that:

A subscriber that wants to cancel the service actually tells me a lot about how the product can grow.

Once you reveal churn hidden opportunities, you can take action to prevent churn and make your way to the holy grail of negative churn.

It makes sense – positive growth depends on having CAC/LTV metric, it’s as simple as that. You are already spending a lot of greens on CAC but how much are you spending to increase LTV?

Let’s say you have 1,000 subscribers paying $10 monthly subscription = $10,000 monthly revenue.

Assume your monthly churn rate is 6% so the next month you will have 940 paid subscribers and $9,400 in revenue, and the month after that – 883 paid subscribers and $8,830 in revenue.

If you run the calculation until the end of the year, you will see that on month 12 your monthly revenue is $4,760. Let’s see what happens to your LTV if you lower your churn rate from 6% to 1%: In the first month you will have the same $10,000, but at the end of the year your revenue will be $8,860.

Your LTV went from $4.76 to $8.86 -> that’s a 86% increase!

The article is written with love by me, the founder of Churndler.


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Analytics Consulting




Your analytics should tell you everything. 

Tools like Google Analytics are incredibly valuable for businesses. Once you’re setup, you’ll have everything you need to analyze your performance data properly. Instead, many companies have realized that their analytics tools have introduced a lot of unexpected problems. 

They’re not getting the kind of value they need. 

That’s the good news. Most companies think their data is clean; that they’re making good decisions with the data they have. Most of these companies are wrong; they just don’t know it yet. This is why companies need analytics consulting. They don’t know what they don’t know. 

Today, I’ll show you how to find the right analytics consultant for your business.  

4 Ways an Analytics Consultant Can Help Grow Your Business

Many companies make the wrong assumptions. Using a tool like Google Analytics, clients think all they have to do is drop the tracking code into their web pages, log into their account, and begin analyzing their data. It sounds easy, but it often isn’t. 

There’s more to it than that. 

This is why you need an analytics consultant. With the right consultant, you’ll have the education you need to grow your business. You’ll be able to pull insights out of your data using a variety of methods. Each of these strategies is important because they have a cumulative effect on your business. 

Here are four ways analytics consulting can help you grow your business. 

1. Exclude spam traffic via bots, scrapers, and spiders

How much of your traffic comes from real visitors? How much of it comes from bots, scrapers, and spiders? According to Imperva, almost half of all internet traffic is non-human. In 2014, Google introduced an obscure setting that enables you to filter out bots and spiders listed in IAB’s Interactional Spiders and Bots list. This low-key setting is buried in Google Analytics, but it’s incredibly important; many small businesses still aren’t aware of this setting. 

You’ll also need help to filter out referral spam.

Referral spam is basically fake website hits; these bots, scrapers, and spiders land in your site. Site owners send their spam to your site. They hope you’ll see these referrals in your Google Analytics account, clickthrough, and visit their site. 

This junk traffic poisons your data. 

It gives you false readings based on inaccurate data. Your site may be more or less profitable, depending on your visits-to-spam ratio on your site. This isn’t something many businesses watch for in their analytics reports. 

A good analytics consultant will consistently filter the variations of spam traffic (e.g., direct spam traffic, referral spam traffic, etc.) out of your reports, so you get a clear picture of your marketing performance. 

2. Help you analyze your data properly

A lot of companies don’t know how to analyze their data properly. According to Forrester, between 60 and 73 percent of a company’s analytics data goes unused. Companies collect lots of data on customer activity, but they aren’t using it, why?

There are lots of reasons. 

  • Companies don’t know what they have 
  • Companies aren’t aware of the value of their data
  • They don’t know how to evaluate or analyze their data
  • Their data isn’t available to those who can use it 
  • There’s too much data to go through and not enough time to use it

Think about it. 

Right now, your company has valuable data about your customers. This is data you can use to attract more customers, lower expenses, grow faster, jump ahead of competitors, etc. 

If you’re unaware of the data, you can’t use it. 

A good analytics consultant will help you analyze your data properly, showing you what you have and how you can use it to grow your business. 

3. Identify the list of problems you’re trying to fix

Your data isn’t as valuable without context. 

If you know the problem you’re trying to solve, you have a pretty good idea of the answers you’re looking for in your data. 

That’s the problem though. 

A lot of companies treat their analytics tools as a technology issue. They focus their attention on the obvious issues like hardware or software. They rarely treat their analytics as a question and answer tool. That’s exactly what it is, though. 

Target had the right idea when they started their analysis with a problem/question. 

Remember the story?

“If we wanted to figure out if a customer is pregnant, even if she didn’t want us to know, can you do that?” It’s a creepy story that shows the power of questions and problems. A great analytics consultant will help you discover the issues you’re trying to solve and the questions that need answers. 

4. Focus your attention on the metrics that explain why

Analytics tells you what happened — what visitors did when they arrived on your site, the ads they responded to, what they read most often, etc. It doesn’t tell you why visitors do the things they do. Understanding what is important, but it’s more important to understand why something happens. 

Focusing on the right metrics is the answer. 

The right analytics consultant will help you answer the “what” — basically looking in the rearview mirror. But they’ll also help you look ahead; They’ll dig deeper, showing you the why behind visitor and customer behaviors. 

Your analytics consultant should provide you with the education and support you need to squeeze more value out of your data.

How to Get Started With an Analytics Consultant

Avinash Kaushik has a three-step framework he uses to help analytics consultants support their clients. He calls it Data Capture. Data Reporting. Data Analysis. The nice part about this framework is the fact that it’s easy for both clients and consultants. 

Consultants can use each of these buckets to analyze your goals, objectives, and the results they want to accomplish with each. 

You’re basically goal setting with this framework.

Here’s a closer look at each of these three buckets and the goals for each of these. 

  1. Data Capture: Work in this bucket is focused on audits or updating data capture methods (e.g., updating, editing, or customizing tags). This step is especially important because it determines the quality of what comes afterward. If you’ve done a good job with your data capture methods, you’ll have accurate data and reporting you can use for your analysis. 
  2. Data Reporting: Your consultant sets up the reports you need on the intervals required. Your consultants help you identify the reports you’ll need, and they provide you with the reports you need regularly. 
  3. Data Analysis: This is what Avinash calls an open-ended assignment, but it’s one you’ve provided to your consultant. You’re asking them to answer specific questions for you — your consultant should be able to show you what to measure, what your data is saying, what to do based on your data, and why you should do it. 

Here’s what this means for you. 

You’ll want to find an analytics consultant or agency that can handle all three steps in this framework. This also means you’ll need a clear idea of problems you’re dealing with ahead of time. 

Measuring the ROI of Analytics Consulting Services

Many companies don’t understand analytics.

If you don’t understand analytics, that’s okay; you just need to know whether you’re generating a return on your analytics investment. According to Nucleus Research, analytics returns $13.01 for every $1 invested

Your consultant should be able to calculate your return on analytics investment

This obviously much easier if your consultant is focused on the data analysis bucket. Suppose they’ve made several data-driven improvements to your site over three to six months. Their recommendations have lead to an increase in revenue, profit, or a return on investment for you. They should be able to verify your return on investment using the worksheet I’ve linked above. 

The good news is the fact that analytics, as a discipline, is data-driven.

Checklist For Finding the Right Analytics Consultant

Choosing the right analytics consultant requires a very different set of skills. If you’re working with an independent analytics consultant, you’ll need to approach this in one of two ways. 

  1. Choose a consultant with all of the skills needed to perform across all three buckets (data capture, reporting, analysis). 
  2. Choose an agency with analysts and implementation specialists needed to generate the results you need. 

Here’s a list of the skills needed for each of the three roles in your buckets. Avinash breaks these skills down in detail in his web analytics consulting framework post

Here’s a quick summary. 

  • For the data capture bucket, your consultant should have the skills of an implementation specialist. They’re experienced with tag managers; they understand data dimensioning and working knowledge of tracking variables. 
  • With the data reporting bucket, your consultant should be familiar with report creation in your analytics platform; they should also have a master list of the custom reports you’ll need for various options. It’s also ideal if your consultant has a working knowledge of his own set of customizations. 
  • For the data analysis bucket, your consultant should be a web analyst. Your consultant should be comfortable with advanced statistics and analytical techniques. They should be experienced in descriptive, diagnostic, predictive, and prescriptive analytics. 

If you’re working with an independent consultant, they should be an industry veteran with the skills I’ve listed above. If you’re working with an agency, they should have employees with the skills for each bucket. If you have implementation specialists, you can handle data capture and possibly reporting. 

Just make sure they’re a fit for that role. 


Many companies aren’t familiar with analytics consulting. They’re not entirely sure how analytics impacts their organization. That’s okay, as long as the ROI is there. 

Using a tool like Google Analytics, many companies assume that all they need to do is customize the tracking code, drop it onto their web pages, log into their account, and begin analyzing their data. It should be that easy, but it isn’t. 

There’s more to it than that. 

With most companies, their analytics data goes unused, they collect lots of data on customer activity, but they don’t know how to squeeze value out of their data. Analytics consulting can help you evaluate your performance data properly. Choose the right team,  and your data will tell you what you need to know. 


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