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What Is Customer Retention: The Complete Guide to Keeping Customers

Most SaaS companies approach retention as damage control, something you think about after growth stalls, but the companies that scale sustainably built a retention system before they needed one.

Gross Retention vs. Net Retention vs. Logo Retention: What They Are & How to Optimize Them

Learn how to properly track these important SaaS Metrics and better understand what they mean for your business.

Launch: Cancel Flow Follow-up Questions

Churnkey's Cancel Flow surveys now support single choice, multiple choice, and hybrid follow-up questions. Turn freeform cancellation feedback into structured data you can act on.

Customer Acquisition vs. Retention: Cost Comparison Guide

The statistics don't tell you that the actual dollar difference between acquisition and retention can make or break your SaaS business.  In this guide, we'll break down the real costs of acquisition versus retention, show you where your money goes, and help you understand which strategy

How do retention dynamics evolve on the path to $100M ARR?

We tested where conventional wisdom holds and where it breaks as companies scale, using data from Churnkey.

How to Identify the Early Signs of Churn?

Companies that monitor early churn signals and use adequate retention tools save 20 - 40% of the revenue they would have otherwise lost to churn. Missing early churn signals costs real money, but most teams are unaware until the breakup email hits their inbox. In this guide, we will show

Launch: The Next Generation of Cancel Flow A/B Testing

With Cancel Flow A/B Testing 2.0, you get deep statistical rigor, documented decisions, and extensive LTV tracking.

Churn Rates for Streaming Services: Benchmarks and Market Reality

Churn rates vary across platforms, and the reasons are different, ranging from rising prices to content gaps to subscription fatigue. So, you must understand not just the churn rates, but the patterns behind them.  In this article, we explore the current churn data for major streaming services, comparing which platforms

How to Reduce Churn in an AI Business

According to our analysis of millions of subscriptions, AI tools face the highest overall churn rates across all SaaS categories. AI churn is fundamentally different, and the standard SaaS retention playbook won't fix it. This guide cuts through the generic advice to show you AI-specific retention strategies. We&

What is Voluntary Churn: The Foundation

The majority of your customer loss is happening because customers are choosing to leave.  But you can do something about it. The companies that win at retention are not just tracking churn on a dashboard somewhere. They're treating it like the strategic priority it is; the kind that

What are the Average and Good Churn Rates for SaaS?

Experienced SaaS founders try to answer an age-old question. Is my churn rate high?

Involuntary Churn Benchmarks and Tactical Advice

This report combines data from Stripe with Churnkey's retention suite to bring you the most comprehensive churn insights on involuntary churn.

Voluntary Churn Benchmarks and Tactical Advice

This report combines data from Stripe with Churnkey's retention suite to bring you the most comprehensive churn insights on voluntary churn.

Coming October 1: “Intelligence,” our new line of breakthrough retention products

Announcing Churnkey Intelligence, a new line of AI products trained on over 700 million tracked billing events and nearly $550 million in additional LTV retained for our customers.

Launch: A/B testing for Payment Recovery campaigns

You can now run A/B tests across email and SMS Payment Recovery campaigns, with full control over copy, timing, subject lines, retry logic, incentives—you name it.

Discounts Don’t Devalue Your Brand (When Done Right)

Customers who accept a discount stay 5.1 months longer on average. 11% remain subscribers over a year later, even after the discount expires. Churnkey helps you create the most effective cancellation flow.

The Complete Guide to Seasonality: We Analyzed $2 Billion and Millions of Subscriptions

Data reveals a clear pattern: July has the highest churn rates across SaaS companies. This means people actively go to the cancel button, even though some may change their mind later.

U.S. appeals court blocks FTC’s ‘click-to-cancel’ rule for recurring subscriptions

U.S. Court of Appeals struck down the rule entirely, just days before it was scheduled to take full effect on July 14. Now that the FTC isn’t making a large, sweeping ruling, laws will go into the hands of individual states.

Launch: Automatic Translations for Cancel Flows and support for 45 new languages

With one toggle, Churnkey will translate your Cancel Flow into multiple languages—no more duplicating flows, no more managing multiple segments. Translated Cancel Flows perform 46% better than non-translated flows.

Stripe Smart Retries: FAQs and Best Practices

What should your Stripe Smart Retries settings be set to in order to maximize revenue recovery?

Stripe: Should You Send Emails on Successful Payments?

Stripe offers a way for its customers to send emails on successful payments. Say, when a charge goes through. Should you set it up?

Stripe Expired Card Emails: Worth Turning On?

Send an expiring card email 1 month before the card expires. Here's how to do it. But should you do it?

Stripe Auto Renewal Reminders: Should You Enable?

There is a single a single toggle to turn auto renewal email notifications for everyone or off for everyone. So should you turn it on?

Launch: Feedback AI v2 is now live for all

You already know that collecting feedback during the cancellation process is one of the most valuable things you can do. It's direct from the customer, tells you exactly why they're thinking of leaving, and provides priceless insights you can use to improve your product, service, and

Fresh Insights from the Bay: Churnkey's Takeaways from Stripe Sessions 2025

A few weeks ago, five of us from the Churnkey team were buzzing with excitement in San Francisco, immersing ourselves in all things payments, product, and innovation at Stripe Sessions 2025! As you know from our previous announcement, we were stoked to be a sponsor and connect with so many

Stripe Dunning: Best Practices and Limitations

The recommended settings for Stripe Smart Retries, Emails, and Expiring Cards.

How to Pause Subscriptions in Stripe and the Smarter Alternative with Churnkey

Pausing subscriptions in Stripe sounds simple—until you look closer. We break down Stripe's native setup vs. Churnkey's smarter alternative: pros, cons, and a guide to doing it right. Read before you choose how to handle pauses in Stripe.

The 4 Ways to Set Up Cancel Surveys in Stripe: From Easiest to Most Effective

You know you need a cancel flow. You just don’t know what your options in Stripe are. Start here. We’ll walk you through four Stripe-compatible methods, from the fastest fix to the most effective.

Get Ready! Churnkey is Headed to Stripe Sessions 2025

Get ready to mark your calendars and pack your bags — the Churnkey team is absolutely stoked to announce that we'll be attending and sponsoring Stripe Sessions 2025! If you're building the future of the internet economy (and we know many of you are!), you know Stripe

How to Do Trial Extensions in Stripe (And When It’s Not Enough)

Trial extensions turn “almost‑there” users into paying subscribers without discounts. Below is a dense, no‑fluff guide: first the native‑Stripe method, and then why Churnkey is the faster, higher‑leverage option.

New: Churnkey's second annual State of Retention report

Welcome to Churnkey's second State of Retention report, where we analyzed over $3 billion in subscription revenue from over 1,000 companies across the world.

10 Customer Retention KPIs & Metrics: With Free KPI Dashboard

Understand 10 customer retention KPIs and metrics to see how well you retain your customers. Plus, explore several ways to improve them.

Revenue Growth Rate: Meaning, Calculator, Best Practices

IBM saw negative revenue growth rate while SpaceX saw a 63% revenue growth rate. Learn how to calculate and improve your revenue growth rate.

Churn Analytics: Easiest Way to Calculate and Track

The six cardinal churn analytics to track are: revenue churn, customer churn, involuntary churn, voluntary churn, retention cohorts and cake charts. Churnkey is the easiest way to keep a pulse on them.

Outsourced Churn Management: Who, How, and Alternatives

You can work with someone from the Reforge Collective, Growthmentor, churn focused advisors like Dan Layfied. Another way to search would be to look for people who have written about churn on Substack or has created Reforge artifacts.

The Best Churn Management Software Platforms in 2024 (Ranked and Reviewed)

What is the best software for churn management? Find out with this comparative guide.

17 Customer Retention Examples From Successful Companies

What do billion dollar companies know about retention that others don't? This is a list of examples from Oreo, Spotify, Calendly, Canva, and many more.

Chargebacks: Why They’re Dangerous & How to Prevent Them

Every $1 lost to fraud costs merchants $3.35. The average chargeback win rate is 30%. Learn the types of chargebacks and what you can do to prevent them.

Churned ARR: How to Track It?

Learn how to calculate churned ARR across different tools. Understand why tracking churn is the most critical metric of your subscription business.

Customer Offboarding: Meaning, Templates, Best Practices

Not all churn is bad—what if the door customers exit through could bring them back? Discover how thoughtful offboarding flows, insights, and strategic touchpoints turn churn into a growth opportunity.

Renewal Rate vs Retention Rate: The Differences

Renewal rate works for subscription businesses whereas retention rate works for all businesses. See the most important differences between the two and how to improve them.

9 Dunning Emails Examples With Do's and Don'ts

Dunning email examples from companies like Duolingo, Canva, Slack, Spotify and more.

Dunning Process: 15 Best Practices

Learn how to retry intelligently, escalate communications, send targeted emails to admins and users, proactively notify via SMS, enable one-click reactivation, offer grace periods, personalize and segment campaigns, track churn metrics, and employ five additional tactics.

Launch: Billing Contacts API, Payment Recovery campaign previews, and more

If your product supports multiple seats or roles, payment recovery campaigns can get tricky. Who's the right person to contact? Should you loop in multiple people? How does that even work? With our Billing Contacts API, we'll solve this for you.

Post-Money Valuation Calculator

Calculate post-money valuation of a company and the investor share (%) with the investment amount and pre-money valuation.

SaaS MRR Calculator and Benchmarks

With our interactive MRR calculator, discover how each component—new MRR, expansion, churn, and more—affects your bottom line. Learn why reducing churn, even by a small percentage, can create significant long-term gains, and explore how benchmarks help you set ambitious, achievable growth targets.

SaaS ARR Calculator and Benchmarks

With our interactive ARR calculator, discover how each component—new ARR, expansion, churn, and more—affects your bottom line. Learn why reducing churn, even by a small percentage, can create significant long-term gains, and explore how benchmarks help you set ambitious, achievable growth targets.

SaaS LTV Calculators: Four Formulas, Benchmarks

To calculate the LTV, there are four different formulas. They're used in slightly different contexts and can yield different results.

SaaS Valuation Calculator: How Churn, Growth Rate, and Profit Impacts Valuation

We've been through the trenches ourselves. First by selling our bootstrapped company, Wavve, to Calm Capital, and more recently raising $1.5 million for Churnkey’s growth. These experiences taught us what really drives investor value in the SaaS landscape. Most SaaS valuation calculators focus only on growth

Understanding the FTC's New Negative Option Rule and Its Impact on Free Trials

One of the most important clarifications in the updated rule is that negative option features don’t always start with an actual purchase — free trials are a key example.

A Simple FTC Compliance Checklist

This checklist is designed to guide you through the key steps needed to stay compliant with the FTC’s Click to Cancel ruling.

The End of the FTC's 'Click-to-Cancel' Rule: What SaaS Companies Need to Know Now

The rule requires businesses to make it just as easy for consumers to cancel a subscription as it was to sign up. This means no more forcing customers to jump through hoops, interact with representatives, or dig through dark UX patterns to cancel a service.

Membership Churn: Benchmarks, Calculator and Best Practices to Improve Churn

Membership churn refers to the percentage of members who cancel or do not renew their subscriptions over a given period. View membership churn rates of gyms, Costco, Amazon Prime and WeWork.

Average Churn Rates for Subscription Services: Data From 8 Industries

SaaS averages at 4-6% churn rates per month. While ecommerce subscriptions hover at 10-15%. Telecom is lower at 1-2%.

Unusually High Churn Rate: Benchmarks and How to Fix?

Anything over 46% annual churn ie 5% monthly is high for B2B mid-market and B2C companies. For enterprises, anything above 22% annual or 2% monthly is considered high.

Convert Annual To Monthly Churn: Calculator, Formula, Benchmarks

High annual churn is devastating. Annual churn rates above 70% lead would be catastrophic for most businesses. Here's a simple way to calculate it.

Launch: Churn Metrics To Track and Improve Churn

You can’t improve what you don’t measure—and that’s especially true for retention. At Churnkey, we know retention is the lifeblood of every subscription business, which is why we’re excited to launch Churn Metrics. 🎉 With Churn Metrics, you’ll instantly access insights like churn rate, voluntary

Join Churnkey at Pendomonium 2024: Connect, Learn, and Reduce Churn Like a Pro

Pendomonium 2024 is fast approaching, and Churnkey will be there to help product-led SaaS companies tackle one of their biggest challenges: churn! As a sponsor of this year’s event (from October 7-9 in Raleigh, NC), we’re excited to meet with product managers and SaaS founders who are focused

Passive Churn: 9 Best Practices to Fix Passive Churn

Passive churn happens when customers are lost due to issues like failed payments or billing errors, without actively choosing to leave. Thankfully, there are ways to reduce passive churn.

Stripe Card Not Supported Decline Code: Meaning, Stats, and How To Fix?

Card Not Supported refers to when transactions are refused due to card type restriction, geographic restriction, or bank policies. It's a hard decline so the best thing to do is to nicely ask customers to enter a new card.

Stolen Card Decline Code: Meaning, Stats, and How To Fix?

Stolen cards are an unusual payment error returned by banks. This occurs when fraudsters test the validity of stolen cards on your site. It’s a hard decline, meaning you cannot retry the payment.

Restricted Card Decline Code (62): Meaning, Stats, and How To Fix?

Restricted card refers to when transactions are refused because the card is reported lost or stolen. You can let the customer know and make it easy for them to enter a new card. It's a hard decline which means you cannot retry the payment.

Stripe Card Velocity Exceeded Decline Code: Meaning, Stats, and How To Fix?

Card Exceeded Decline refers to when transactions are refused because customers exceeds the balance or the transaction limit (# or $). You can let the customer know and make it easy for them to enter a new card. It's a hard decline which means merchants cannot retry the payment.

Launch: SMS Payment Recovery

SMS is a natural extension of our payment recovery ecosystem, performing 3-4x better than email campaigns. Better yet, SMS doesn't add any more burden to your dunning campaign setup.

Stripe Generic Decline Code: Meaning, Stats, and How To Fix?

Generic Decline refers to when transactions are refused by banks or financial institutions. You can let the customer know and make it easy for them to enter a new card. It's a soft decline which means you can retry within certain limits.

Call Issuer Decline Code: Meaning, Stats, and How To Fix?

Call Issuer refers to when transactions are refused by banks or financial institutions. The ask is to call the issuer. It's a soft decline.

Stripe Authentication Required: Meaning and How To Fix?

The authentication_required code means the transaction needs more verification, usually through 3D Secure. Proper handling of this code can lead to successful transactions and improved security.

Do Not Honor Decline: Meaning, Stats, and How To Fix?

"Do Not Honor" is a catch-all decline code used when a bank rejects a transaction without providing a specific reason. See what you can do recover revenue from it.

How To Calculate Annual Churn Rate: Five Formulas, Benchmarks

To calculate the annual churn rate, there are five different formulas. They're used in slightly different contexts and can yield different results.

Convert Monthly To Annual Churn: Calculator, Formula, Benchmarks

High monthly churn is devastating. Monthly churn rates above 10% lead to annual churn rates over 70%, which would be catastrophic for most businesses.

Renewal Rate: 15 Tactical Ideas To Improve And A Calculator

Is your renewal rate healthy? When do users disable auto-renew? How to calculate renewal rates for subscription vs. transactional models? A comprehensive list of tactical ideas across product, organization, payment, psychology, and outreach.

Retention Cohort Analysis: Four Simple Ways

There are four ways to analyze a churn or retention cohort chart. Vertically, horizontally, diagonally, and by monitoring outlier events.

Hard vs Soft Declines: Definition, Calculator, Strategies

Soft declines are temporary issues (e.g., insufficient funds, credit limit exceeded) that can be resolved with precision retries and dunning campaigns. Hard declines are permanent issues (e.g., stolen cards, account closures) and require customer intervention via dunning campaigns.

Launch: Payment Recovery Analytics 2.0

Understand Payment Recovery trends and opportunities with all-new date selectors, modernized tooltips, and improved data visualizations across topline metrics, payment status, recovery methods, and more.

Launch: Reactivations, Reimagined

Churnkey Reactivations have a new campaign type. One-Time Campaigns blend effortless targeting, revenue tracking, channel marketing, and a customer-centric reactivation flow that optimizes conversion while building trust.

Churn Reduction for Chargebee

Discover effective strategies for enhancing customer retention and managing churn while using Chargebee. Gain insights into improving Net Retention Revenue and other key SaaS metrics.

How To Interview Churned Customers?

Interviewing churned customers is a great way to get qualitative feedback to your team. This article shows how you can automate feedback collection with Churnkey.

Customer Retention Curve: Calculator, Definition, Examples

There are four types of retention curves: declining, flat, and smile curve. You measure active users (# or % or $) on the x axis. And how that number changes over time.

Retention automation separates growth heroes from growth zeroes

Even a 1% improvement in your retention rate can increase your growth ceiling or MRR by 10%. Retention automation is what makes it a reality.

What Is Involuntary Churn, How To Reduce It, Benchmarks

All involuntary churn issues like payment processing errors, logging out, switching emails, expired credit cards, limit reached, address change and how to solve them.

Unlocking growth: Understanding Unit Economics in SaaS

In the realm of Software as a Service (SaaS), you’ll hear the term "unit economics" getting thrown around… but what does it really mean? Unraveling this concept and the important metrics behind it is pivotal for any SaaS founder or startup aiming for sustainable growth, profitability, and

Churnkey Achieves SOC-2 Certification: A Milestone in Data Security

At Churnkey, security has always been at the forefront of our mission. We are excited to announce that we have achieved SOC-2 Certification in addition to GDPR compliance.

Churn Rate vs Retention Rate: Two Sides of The Same Coin?

Like the two-faced Greek God, Janus, retention rate and churn rate are intertwined.

Revenue Churn And Its Common Pitfalls

Revenue churn is the loss of revenue from existing customers over a specific period, which can occur through cancellations, downgrades, or non-renewals.

Gross Churn vs Net Churn: Calculator, Formulas, and Tactical Tips

If you can't measure gross churn, you can't improve it. This article will not just show you how to measure it, but also proactively measure it for you with an interactive calculator. And then we will also offer lots of tactical tips alongside tool recommendations to make it happen.

Calculate Customer Retention Rate and Revenue Retention [Calculator]

A free customer retention rate calculator to understand the health of your business. Learn how calculating dollar retention rate can change the trajectory of your subscription business.

Customer Exit Survey: Examples from Canva, Todoist, Youtube and 18 more

A massive vault of of 21 templates, done-for-you exit surveys, and a tactical list of best practices to build your best customer exit survey.

From The CEO: Churnkey Raises $1.5M in Growth Equity

Churnkey raises $1.5m in growth equity to further accelerate its retention automation platform for high-volume subscription companies.

The Best Dunning Software in 2024

Discover the top dunning software of 2024 to tackle churn and manage failed payments, ensuring your SaaS business thrives despite inevitable involuntary cancellations.

How to Build a Cancel Flow that Minimizes Chargebacks

Customers often initiate chargebacks out of frustration with unexpected subscription terms or difficulty in cancelling their subscriptions. Here are several reasons this happens.

Launch: Reactivations

The goal of Reactivations is to help you realize more revenue without much effort. You serve a bevy of unique customer segments and your retention efforts should reflect that reality.

The Best Churn Reduction Software Platforms in 2024 (Ranked and Reviewed)

What is the best platform for churn reduction? Find out with this comparative guide.

Jason Fried On Writing, Profitability, AI, and the Most Improbable Thing He’d Like To Do (but Probably Can’t)

Jason is the co-founder and CEO of 37signals (the parent company of Basecamp and HEY). During our talk, we discussed what he learned from his recent sabbatical, his views on writing, the future of AI and its implications for creativity, and more.

Claire Suellentrop on Unlocking Customer-Led Growth in SaaS

Identify who your best customers are and how to reach and resonate with more of them with Claire Suellentrop's Forget the Funnel framework.

Be Prepared: How Higher Credit Card Delinquencies Can Affect Your Business (Fed Research)

Delinquencies are happening more often among households with auto or student loans, and those with higher credit balances.

Write for Conversions, Build a Bigger SaaS: Copywriting Advice From Joanna Wiebe

We discussed the role of AI and copywriting, what you need to be doing to convert more leads into clients with your writing, and the most ridiculous tactics within conversion copywriting that work, but really shouldn't.

Launch: Customer Health

Customer Health helps you and your team be more strategic with your time: know when to engage your best customers, predict at-risk revenue, and address problems before they become unrecoverable.

Seven Pieces of Advice From Customer Success Veteran Jay Nathan

Jay is one of the foremost customer success experts in the world and a major thought leaders in the Customer Success space. He'll teach you how how to scale your customer success organization.

Preview: Customer Health, Reactivations, and Precision Payment Retries

Announcing Customer Health, Reactivations, and Precision Payment Retries, all new products coming soon to Churnkey.

How to Predict Churn and Improve Retention

When churn prediction is done well, it can allow your SaaS company to identify at-risk customers and retain them before they churn.