I get renewal reminder notices from a few services.
The best such email is from WordPress. In the first paragraph, they highlight – “You don’t have to do anything – this is just a reminder.”
Then, they go on to tell me what I should expect.
Truth be told, that one line ensures reading the email is a stress-free experience.
With other emails, I find myself attempting to parse the rest of the email to figure out what I should be doing. In some cases, I end up making the payment in advance – just in case.
Clear copy goes a long way in improving a customer’s experience.