Hey {first_name},

Every business encounters challenges and opportunities every day. Refunds are a prime example of a challenge that presents immediate opportunity: the challenge of a disappointed or angry customer is an opportunity for a raving fan. Somebody demanding their money back tends to elicit a fight or flight response. Most people's impulse is to either defend the sale and fight to preserve it or instantly refund to put it in the rear view as quickly as possible.

Both reactions deal with the challenge but miss the opportunity. You need to engage. The key is to focus on the customer experience and teaming with them for a solution. Whatever your business does, you sell the solution to a problem - probably more than one. If your customer is seeking a refund, chances are they haven't solved their problem. Find out why it wasn't a good fit and offer them an alternative solution. If your customer eligible for refund*, you may save a sale - but either way you save the customer.

In this email series, we'll examine the two variations of the communication we use to save customers, give you copies you can adapt for your business, and show you how we measure these interactions and why.

*If you don't have a clear refund policy for all of your products, you should create one right away.

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