Our most-canceled day was the day after our newsletter.

We correlated cancellation dates with our content calendar over 14 months.

Average cancellations per day: 41
Cancellations on the day after our weekly newsletter: 68
Cancellations on the day after our monthly product update: 79

The newsletter and product update were the two highest-engagement emails we sent. Open rates were 34% and
41%. They were also followed by the highest cancellation days of the month. People were reading about what we had built and deciding they did not need it.

When we segmented, the cancellations were concentrated in users who had been inactive for 30+ days. The newsletter was reminding them they were paying for something they were not using. It was not causing churn. It was revealing it, on a schedule.

We added a "you have not used this in a while — here is how to get started again" email that fired before the newsletter for inactive users. Cancellations on newsletter day dropped 22%, and reactivation among inactive users rose 9%.

What email are you sending that is revealing churn rather than preventing it?