How to send an email when a subscription is canceled in Paddle

After creating a new automation in Relay.app (Tip: you can just go to relay.new), add a trigger for Paddle's 'Subscription status changed' event.

Then add an action to send an email via Gmail. Of course you can also add an action for another email service instead, like Outlook.

Select the email field from the customer that canceled their subscription to use in the email's To-field. This field is embedded within the Subscription object that triggered this automation.

Next, write a templated message that you'd want to send to churning customers. You can use this as an opportunity to ask for their feedback. There might be an opportunity to help them resolve it so that they'll undo their cancelation!

As part of this message, you may use variable fields of course. Simply click [+ data] and select the fields you want to use. For example, the name of the customer.

To get most value out of this automation, you'll probably want to have a person review the message before it gets sent. Your emails will be much more effective when a real human-being took a moment to personalize them for the specific customer that's churning!

You can do so by turning this into a human-in-the-loop automation. Simply go to the Review section in the Gmail action, and turn on Double check before running.

What this means, is that you'll receive a notification from Relay.app every time this email is ready to be sent. You'll receive this notification either via email or Slack, depending on your preferences. You may change your preferences here.

And that's all! Just turn on your automation and the next time a customer cancels their subscription, you'll be notified to follow up with them. Hopefully this automation won't run too often! 😉