Renewal emails and good copy

I got a renewal email from WordPress recently.

Except it didn’t feel like a renewal email. Below is the first paragaph.

Hi Rohan,

You’re getting closer to your anniversary — congrats! I wanted to thank you for being a valuable member of our community and remind you that your Personal plan for will renew in 30 days. Don’t worry, you don’t have to do anything; your renewals happen automatically.

It felt like a celebration of our relationship. It also reminded me that a renewal was coming up – but there’s nothing to worry, they’re on it.

I’ve seen so many renewal emails over the years. Many of them make me wonder if there is autorenewal and if it will, in fact, work as planned. Others just remind me it is going to be time to pay.

Very few make me feel good about renewing.

Good copy goes a long way in improving user experience.

PS: I did find myself thinking of other small touches. One easy improvement that would have been even nice would have been to say – “You’re getting closer to your 8th WordPress anniversary.” A nicer touch still would have been to add an asterisk and compare 8 years with some meaningful milestone or cool stat.