SaaS Customer Success Blog

Good End-of-Customer-Life Experiences, with MailChimp's Cancellation Flow

MailChimp has a very nice cancellation flow. I found this out when I closed a year-old account with them.

In this post are screenshots and commentary about what I think they're doing right in their cancellation flow design.


1. "Close My Account" in the Account Navigation

mailchimp cancellation flow dropdown 1

Very easily visible, very easy to find.

BONUS: "Export my data" found right above it. It's always good to surface important & relevant features next to each other.

2. Remediation after clicking on "Close My Account"

mailchimp cancellation flow remediation 2

MailChimp knows the common easily-fixable product & billing reasons people cancel, and attempts to remediate them here. I bet this has a tangible impact on their customer churn rates - little things like these can build up and bug customers, and surfacing the answers right in the cancellation flow in a non-invasive, helpful way, is nice design.

3. Below Remediation, Reminders on Previous Activity/Success

mailchimp cancellation flow history 3

By subtly reminding me of the good times I've had and the assets I'll lose, they again gain a save chance. Nostalgia / emotional attachment can be a cancellation reduction.

4. Introducing an Alternative Service at a Lower Price

mc cancellation flow 4

Introducing TinyLetter here, MailChimp's lightweight email client (relatively recently acquired) is another nice move. MailChimp have too many features with too high a pricetag? Try our simplified alternative.

5. More Remediation At the Final Step

mailchimp cancellation flow delete field 5

Two things here: First, it's easy. Just type the words. Second, the form pops a little warning and that movement catches the eye, and says "this can't be undone". Not only does this say "no way back", but it also assures the user that this will, in fact, yes, cancel their account.

BONUS: Little gray text saying "you will be missed". Sad-face, and it's on-brand for MailChimp's language style guide, to boot.

6. Confirmation of Account Closure

mailchimp cancellation flow closed now 6

As if there were any doubt after the "DELETE" type-in, yes, my account is in fact closed! Confirmation is a big deal. Notably, though, I didn't get an email confirmation, which was a little strange.

BONUS: Simple CTA for letting me give feedback. No other calls to action on this page begging me to come back or something cheesy, either (ahem, Groupon unsubscribe flow).

7. Exit Survey

mailchimp cancellation flow exit survey 7

Nice! Let's break this one down, top to bottom:

  • More confirmation my account is closed
  • Another plug for TinyLetter if the MC service was too robust
  • "Why did you close your account?" with common reasons for cancellation. These bullets are also on-brand with their style, too (e.g. "I'm not down with your terms of use").
  • "MailChimp left me feeling?" I LOVE this. You can get the reason for cancellation, and you can analyze usage data, but very little beats a qualitative feeling right from the canceling customer to color all that other information in a structured fashion.

    Here's the detail on the drop-down:

    mailchimp cancellation flow qual feeling 8

  • "What could we do to improve?" Always good to have a free text field. People will write the wackiest and simultaneously most useful stuff in here.
  • "I don't mind sharing more info about why I closed my account": Users that actually want to help your company will put their email here, and a rep can follow-up to do a full interview. Super valuable conversation for the business.

Overall, very, very nice work by MailChimp on this flow and exit survey. My only nit with this is that the exit survey is executed through WuFoo, which feels a little strange given that MailChimp has forms as a part of its service. That's a seriously minor, silly thing to pick at, though - but this flow is so well done that there's very little left to suggest for improvement.

Good end-of-customer-life experiences are important

Canceling customers aren't paying you any more, which is usually bad for the business. They can still benefit the business in certain ways, though:

  1. Word-of-mouth referrals
  2. Favorable product reviews
  3. Becoming customers again in a new job/scenario/time
  4. Improved sentiment even after cancellation
  5. Blog posts on how your cancellation flow is really good

Just like beginning-of-life (i.e. onboarding) and middle of life (i.e. standard product user experience), end-of-life should be a design & usability consideration for companies at scale that are starting to have more users cancel. Nice work by MailChimp on hitting many best practices in the example.

Topics: user experience design account management