An aggressive 80%+ take rate sounds like a straight win. 8/10 people buying are choosing the subscription over a one-time order. But push subscriptions that hard and you get pretty unqualified people joining it. And unqualified doesn’t mean they didn’t want the product. So for one of the brands I’m involved with we ran the analysis on the cancellations, and it wasn’t about: Revoking the payment method The fact that they didn’t like the product BUT insufficient funds on the card. So they were canceling against their will and we just never had a proper flow reminding anyone to update their card so we rebuilt the whole thing: • Expanded the number of times we retry the card • One initial notification that it didn’t go through and how to fix it • If no reply, we try it again • Each retry goes through at a lower discounted rate • And we stop emailing them about it after that first one We’re treating it as a proactive discount to keep the customer on the subscription. It’s a tactic to use when you KNOW the product is a banger and it might be a bit more expensive than what they wanted to stay subscribed to. Turned out to be an incredible churn reducer, little to no spike in cancellations, chargebacks flat, and support complaints the same. So across the board, I was pretty happy with how all that went down.