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Finale trial authorization12/27/2022 ![]() When will I be charged? I don’t have approval from accounting yet? There are countless questions and concerns people will have. In some cases, they might even wonder if their existing data from the trial will be maintained. Once your customers decide to use your software, they’ll want to make sure the transition is seamless. The transition from trial to paying customer can be a stressful one. Making this process clear and easy from the email can serve as a great way to make a positive impression. Make it easy for them to cancel their account and delete their data. So make sure it’s easy for people to upgrade, but make sure you’re also considering the folks that choose not to. Your emails will likely be leaning towards providing help to those that want to continue using your software, but serving the people who tried it but won’t be continuing is just as important. ![]() Make it easy for them to continue or cancel or do nothing # If they’ve already provided a credit card, and they’ll be charged automatically, make sure to give them a few days notice about the charge and the credit card that they used to signup so that they aren’t surprised. We’ll talk about the details of all of this below. The best way to do that is to give them as much notice as possible, make sure it’s crystal clear when the trial expires and what happens if the trial expires, and provide a link to a simple way to get going. ![]() That’s just how they work, but if someone has fallen in love with your software, and their trial is coming to an end, there’s nothing more important than helping them make a painless transition to becoming a paying customer. Help them plan ahead to avoid interruptions # What are the goals of every trial expiration email? # 1. The second would go out once the trial has ended. The first is a reminder that the trial is about to end. You’ll probably want to send two separate emails around trial expiration. Not everyone checks their statements monthly, and if they haven’t been using the product, and you’ve been charging them, they’ll usually want a refund. The reality is that this approach will inevitably lead to chargebacks if you’re not incredibly generous with that refund period. In most cases, the best practice when collecting a credit card up front and automatically charging it is a money-back guarantee within 30 days of the initial charge. With the latter, you’ll want to make it as easy as possible to continue and fully activate their account. With the former, you’ll want to offer an opportunity to cancel and avoid the charge. Some of those products automatically begin charging customers when the trial ends while others leave it up to the customers whether to continue and accept the initial charge. Some products require a credit card up front in order to help filter potentially nefarious trial users. In these situations, your potential customers are likely to have quite a few questions not only about the next steps but about their data, how much time they have, and how to fully activate the software. If potential customers can try your software without providing a credit card, you’ll want to make sure they know the next steps in order to continue using the software without any interruption. This guide won’t address the business reasons for one approach or the other, but it will help you think through the important information to include in the email for each scenario. In either situation, you want to notify your user ahead of time, but the content of the message will vary significantly. If you don’t require a credit card up front, it’s a simple trial, but if you do require a credit card up front, the end of the trial signals the beginning of charging their credit card. Your trial period can take one of two approaches.
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