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ElasticFunnels sends automated emails at key points in the subscription lifecycle. The dunning system automatically retries failed charges on a configurable schedule and escalates to your call center if needed.

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Subscription Email Templates

Five subscription-specific email templates are available:

Renewal Success

Sent after a successful subscription charge. Confirms the renewal and shows the next billing date.

Renewal Failed

Sent when a charge fails. Supports retry-aware messaging so the tone escalates with each attempt.

Pre-Renewal Reminder

Sent 3 days before the next charge. Gives customers time to update their card or make changes.

Subscription Paused

Confirms that billing has been paused. Shows the resume date if one is set.

Subscription Canceled

Confirms cancellation. Includes a soft win-back CTA.

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Retry-Aware Dunning Emails

The renewal failed template can show different messaging based on how many retry attempts have occurred, using @if directives in the template editor:
This lets you start gentle and escalate the urgency as retries continue.

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Template Variables

All subscription email templates receive the standard purchase data (products, amounts, customer info) plus these subscription-specific fields:

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Setting Up Subscription Emails

1

Open your merchant settings

Go to Settings → Merchants and click to edit your NMI or Stripe merchant.
2

Go to the Email tab

Switch to the Email tab. You’ll see the standard order email section, plus two new sections: Subscription Emails and Dunning Configuration.
3

Create email templates

In the Subscription Emails section, click Create next to each template type. This generates a pre-built template you can customize in the email editor. Then select the template from the dropdown.
4

Configure dunning settings

In the Dunning Configuration section, set your retry schedule and escalation rules.
Subscription emails require an Email Integration (Mailgun, Sendgrid, or Mailrelay) configured on the merchant. Without one, no emails will be sent.
The Subscription Emails and Dunning Configuration sections only appear for NMI and Stripe merchants, since those gateways can manage subscription billing inside ElasticFunnels.

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Dunning Configuration

Dunning is the process of retrying failed subscription charges. When a renewal fails, the subscription enters a retry cycle according to your schedule.
The Callcenter Escalation After Retry # and Send to Callcenter on Cancel settings decide whether to send a call center event for that merchant. The integration controls which providers receive it, when they receive it, and which decline codes qualify. See External Call Center Integrations for the per-event configuration.

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How the Retry Schedule Works

The retry schedule defines the number of days after the initial failure for each retry attempt. With the default schedule 1, 3, 5, 7, 10, 14:
  1. Day 1 — First retry
  2. Day 3 — Second retry
  3. Day 5 — Third retry (callcenter escalation triggers here if configured at 3)
  4. Day 7 — Fourth retry
  5. Day 10 — Fifth retry
  6. Day 14 — Sixth and final retry
If all retries are exhausted, the subscription is automatically canceled.
A healthy dunning recovery rate is 60–80%. If yours is below 50%, try adjusting your retry timing, ensure your renewal-failed emails have a clear “Update Payment Method” button, and consider enabling callcenter escalation.

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Pre-Renewal Reminders

Pre-renewal emails are sent automatically 3 days before the next scheduled charge to customers with an active subscription and a valid email address.
Pre-renewal emails are recommended for legal compliance in some jurisdictions (e.g., FTC negative-option guidelines in the US).

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Where Events Go

When a dunning event fires (renewal failed, cancel, winback), it’s routed through three layers:
  1. Subscription emails — the templates described above, sent to the customer directly.
  2. Merchant-level callcenter gate — the Callcenter Escalation After Retry # / Send to Callcenter on Cancel settings decide if a call-center send is attempted.
  3. Per-integration event config — each external call-center integration decides which events it actually receives, how long to wait before sending, and which decline codes to filter.

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Further reading

For detailed documentation on email template design, available variables, and editing, see the dedicated Emails section: