What is Churn Buster's Recovery Rate?

This chart shows the normal distribution of recovery rate for hundreds of companies using Churn Buster. 

The average recovery rate is 50.3%.

The highest recovery rate on Churn Buster is 94.5%.

Of course, everyone wants to sit at the high end of this curve. But extremely successful businesses sit at the low-end of this range, using a similar process to companies at the high end of the curve. How can that be?

Churn Buster plays a role in moving companies to the right–often improving recovery rates by over 30% in the first few months.

Even the most powerful dunning tool won’t be the biggest contributing factor to recovery rate. 

So what is? Unsurprisingly, customer loyalty is the answer.

How much do customers love your product or service? *This* is what keeps them coming back month after month, year after year.

An air-tight dunning process will keep passive churn to a bare minimum—near zero, in fact. But at some point a customer will need to take action to keep their subscription active, and opting-out becomes a deliberate choice.

The worst outcome is for a customer to quietly slip away. Not only is it possible they simply don’t know there’s a problem with their billing–you also lose the opportunity to learn anything about why they are choosing to end their subscription.

Here’s what an air-tight process looks like:

  1. Try the card on-file, and try it again. Resolve temporary issues behind the scenes, before emailing to ask for a new payment method.
  2. Send emails that match your brand’s style, from different members or your team, and invite customer replies.
  3. Share links that make it easy for customers to update a credit card, avoiding logins when possible.
  4. Use SMS as a second line of defense, when emails aren’t getting a response.
  5. Escalate to your support team for hands-on help with high-value customers.

Run this process 20, 30, 45 days...as long as your business model can afford.

Retry the card several more times throughout the process. And if all else fails, try offering an incentive to keep the subscription active. Measure everything, and keep improving!

And if none of this works, hey...churn happens.

At Churn Buster, we'd love to be able to promise 80% recovery rates. But this number is not ours to own.

Dunning plays a big role in recovery rate, and the ceiling on recovery rate is set by how much subscribers love your product or service.

After a customer enters your dunning process, if well-timed retries aren’t successful, the customer will need to take action updating their payment method. And this is how active churn impacts your passive churn rate.

Low overall churn >> high recovery rate.

High overall churn >> low recovery rate.

If your business naturally has a high churn rate, your recovery rate could be below 50%. And that’s ok! Improving your recovery rate by even 5%+ will have a measurable impact on your growth rate.

Recovery Rate Promises

Since 2013, we've learned these lessons over and over, working with thousands of eCommerce, SaaS, and Digital Subscription companies. It's why we don't make specific promises about what Churn Buster will do for your recovery rate.

Other dunning providers might take a different approach, making promises about how their software will perform. They might even use commission billing—and their own "recovered revenue" attribution—to charge for improvements that can be tough to see.

You can see some common claims broken down below.


Bottom line, it's wise to be skeptical of any claim that:

  1. Promises a specific recovery rate
  2. Says another service has a low recovery rate
  3. Bills based on self-reported improvements to recovery rate

Claims on Recovery Rate

Gravy Recover:

“Automated software can only recover 15% of payments.”

The best-performing Churn Buster account recovers 94.5%—with full automation, and no manual outreach.

Companies with high-value customers often escalate late-stage opportunities for manual review and outreach. Leveraging automation saves them time, and the cost of paying commissions to a team of assistants.

Churn Buster emails are sent from people at your company, and designed with a personal touch that's a mix of branded and plain text. Deliverability is best-of-class, and they perform just as if a human were hitting the “send” button.

DigitalMarketer ran a test with Gravy alongside Churn Buster, and found better results with this important difference:

“The outbound team had a variable cost that was 10-15x more expensive. It turned into a no-brainer to use Churn Buster.”
—Justin Rondeau
Head of Technology & Ops, DigitalMarketer

Learn about the differences between Gravy Recover and Churn Buster

ProfitWell Retain:

“Our competitors only recover 34.1%”

Companies using Churn Buster recover 50.3% of failed payments on average. 2 in 3 recover between 31.7% and 69.0%. The top performing account is recovering an impressive 94.5% of failed payments.

The Retain team has underquoted the performance of Churn Buster, contacting our customers with “risk-free” offers that promise you only pay if Retain outperforms Churn Buster.

In extensive audits with companies sharing their Retain data with our team, we found that Retain fails to report many customers recovered by Churn Buster. These data issues have been documented and shared with the Retain team.

That said, the ProfitWell Retain offer can sound too good to ignore. The best way to be certain what works best for your business is to run a test. To ensure a meaningful test, it's important to rely on your own data.

Learn about the differences between ProfitWell Retain and Churn Buster