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  <title>
   Is your cancellation form lying to you?
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   Here's how to tell... and what to do about it. ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­
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                 <p style="line-height:175%">
                  Heya, there!
                 </p>
                 <p style="line-height:175%">
                  <br/>
                  It's Andrea here! How've you been? 👀
                 </p>
                 <p style="line-height:175%">
                 </p>
                 <p style="line-height:175%">
                  I've been down a Reddit rabbit hole again (my screen time is a crime, honestly), and this one post in r/founder stopped me mid-scroll.
                 </p>
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                 <img align="middle" alt="Cancellation Reasons Reddit Thread" src="https://inboxflows.com/_/image/https%253A%252F%252Fbaremetrics.com%252Fhs-fs%252Fhubfs%252FCancellation%2520Reasons%2520Reddit%2520Thread.png%253Fwidth%253D1120%2526upscale%253Dtrue%2526name%253DCancellation%2520Reasons%2520Reddit%2520Thread.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZiYXJlbWV0cmljcyIsInRpbWUiOjE3ODExODAyMTIuMjE0ODg5NX0:1wXeL6:Cbld4ZahXs0orIoAvi-jpwur1wHxq_2H6e-HXjd44n8" style="outline:none; text-decoration:none; border:none; max-width:100%; font-size:16px" width="560"/>
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                 <p style="line-height:175%">
                  A founder was frustrated. Their
                  <span style="font-weight: bold;">
                   #1 cancellation reason
                  </span>
                  was "My business is closing". The reason made up 55–65% of cancellations, depending on the month. And their gut feeling was:
                  <em>
                   this can't be right.
                  </em>
                 </p>
                 <p style="line-height:175%">
                 </p>
                 <p style="line-height:175%">
                  So naturally, I brought this post to Luke Marshall, CEO at Baremetrics, and we dug into this exact question: Is "my business is closing" just the lazy option people click to avoid a real conversation?
                 </p>
                 <p style="line-height:175%">
                 </p>
                 <p style="line-height:175%">
                  Today, I'm sharing Luke's nuanced take on this.
                 </p>
                 <p style="line-height:175%">
                 </p>
                 <p style="line-height:175%">
                  Let's get into it. ☕
                 </p>
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                 <p align="center" style="line-height:175%; text-align:center">
                  <em>
                   Was this email forwarded to you?
                  </em>
                 </p>
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                     <strong style="color:#ffffff;font-weight:normal;text-decoration:none;font-style:normal;">
                      Subscribe Here
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                 <h2 style="margin:0; line-height:175%; font-size:22px">
                  It might actually be true...
                 </h2>
                 <p style="line-height:175%">
                  Luke's initial response surprised me a little. His read? If your ICP is high-velocity, early-stage SaaS, especially founders who spun something up in the last 2–3 years,  then yeah, "my business is closing" is probably a real signal.
                 </p>
                </div>
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                <a data-hs-link-id="0" data-hs-link-id-v2="ZSB9Rdv/" style="color:#00a4bd" target="_blank">
                 <img align="middle" alt="baremetrics-cancellation-reasons-2" src="https://inboxflows.com/_/image/https%253A%252F%252Fbaremetrics.com%252Fhs-fs%252Fhubfs%252FImported_Blog_Media%252Fbaremetrics-cancellation-reasons-2.png%253Fwidth%253D1120%2526upscale%253Dtrue%2526name%253Dbaremetrics-cancellation-reasons-2.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZiYXJlbWV0cmljcyIsInRpbWUiOjE3ODExODAyMTIuMjE1MDYxN30:1wXeL6:4WcNpLly8DcTwyUnSoZydpyIDRVVsy73AZbryE2v2Pc" style="outline:none; text-decoration:none; border:none; max-width:100%; font-size:16px" width="560"/>
                </a>
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               <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" data-hs-cos-general-type="widget" data-hs-cos-type="module" id="hs_cos_wrapper_module_17810360125533" style="color: inherit; font-size: inherit; line-height: inherit;">
                <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_rich_text" data-hs-cos-general-type="widget" data-hs-cos-type="rich_text" id="hs_cos_wrapper_module_17810360125533_" style="color: inherit; font-size: inherit; line-height: inherit;">
                 <p align="center" style="line-height:175%; text-align:center">
                  <em>
                   Cancellation Reasons in Baremetrics
                  </em>
                 </p>
                </div>
               </div>
              </td>
             </tr>
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                <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_rich_text" data-hs-cos-general-type="widget" data-hs-cos-type="rich_text" id="hs_cos_wrapper_module_17810358969362_" style="color: inherit; font-size: inherit; line-height: inherit;">
                 <p style="line-height:175%">
                  Between AI disrupting whole categories overnight and the sheer volume of side projects and MVPs that never find traction, shutdowns are genuinely up. It's less a red flag about your product and more a symptom of the market moment.
                  <br/>
                  <br/>
                  That being said — if you're in enterprise infrastructure or B2B data platforms, something else is probably going on and it's worth digging a little deeper.
                 </p>
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                <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_rich_text" data-hs-cos-general-type="widget" data-hs-cos-type="rich_text" id="hs_cos_wrapper_module_17484506070083_" style="color: inherit; font-size: inherit; line-height: inherit;">
                 <h2 style="margin:0; line-height:175%; font-size:22px">
                  Run an experiment before you nuke the option 🧨
                 </h2>
                 <p style="line-height:175%">
                  The founder was tempted to just remove "my business is closing" from the form entirely.
                  <span style="font-weight: bold;">
                   Luke's advice:
                  </span>
                  don't delete it outright, test it instead.
                 </p>
                </div>
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                <a data-hs-link-id="1" data-hs-link-id-v2="zo99Gcki" style="color:#00a4bd" target="_blank">
                 <img align="middle" alt="Configuration of Cancellation Reasons in Baremetrics" src="https://inboxflows.com/_/image/https%253A%252F%252Fbaremetrics.com%252Fhs-fs%252Fhubfs%252FConfiguration%2520of%2520Cancellation%2520Reasons%2520in%2520Baremetrics.png%253Fwidth%253D1120%2526upscale%253Dtrue%2526name%253DConfiguration%2520of%2520Cancellation%2520Reasons%2520in%2520Baremetrics.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZiYXJlbWV0cmljcyIsInRpbWUiOjE3ODExODAyMTIuMjE1MjAxNn0:1wXeL6:8eTWmqc0kijWN0JaP6y7FxASrECBcuSL8lxZ3Sxvwo4" style="outline:none; text-decoration:none; border:none; max-width:100%; font-size:16px" width="560"/>
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                <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_rich_text" data-hs-cos-general-type="widget" data-hs-cos-type="rich_text" id="hs_cos_wrapper_module_17810367896616_" style="color: inherit; font-size: inherit; line-height: inherit;">
                 <p align="center" style="line-height:175%; text-align:center">
                  <em>
                   Configuring Cancellation Reasons in Baremetrics
                  </em>
                 </p>
                </div>
               </div>
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                <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_rich_text" data-hs-cos-general-type="widget" data-hs-cos-type="rich_text" id="hs_cos_wrapper_module_17810363859154_" style="color: inherit; font-size: inherit; line-height: inherit;">
                 <p style="line-height:175%">
                  Remove it for a quarter. Add four new reasons you suspect might be the real culprits (competitor, missing features, price, etc.) and see how the data shifts.
                 </p>
                 <ul style="line-height:175%">
                  <li>
                   <p style="line-height:175%">
                    If churn reasons spread out more evenly → you were right, people were just taking the easy exit.
                   </p>
                  </li>
                  <li>
                   <p style="line-height:175%">
                    If you just get fewer responses overall → the original reason was probably legit.
                   </p>
                  </li>
                 </ul>
                 <p style="line-height:175%">
                  This approach applies to your whole cancellation form. Make sure to rotate your options and randomize the order. Don't let survey fatigue or lazy clicking distort your data for months.
                 </p>
                </div>
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                    </p>
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               <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" data-hs-cos-general-type="widget" data-hs-cos-type="module" id="hs_cos_wrapper_module_17810368650637" style="color: inherit; font-size: inherit; line-height: inherit;">
                <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_rich_text" data-hs-cos-general-type="widget" data-hs-cos-type="rich_text" id="hs_cos_wrapper_module_17810368650637_" style="color: inherit; font-size: inherit; line-height: inherit;">
                 <h2 style="margin:0; line-height:175%; font-size:22px">
                  The moment of cancellation is an opportunity...
                 </h2>
                 <p style="line-height:175%">
                  This is where it gets interesting for Baremetrics users specifically.
                 </p>
                 <p style="line-height:175%">
                 </p>
                 <p style="line-height:175%">
                  We just launched
                  <span style="font-weight: bold;">
                   Retention Offers
                  </span>
                  inside Cancellation Insights, a last-chance hook built right into your cancellation flow. (!)
                 </p>
                 <p style="line-height:175%">
                 </p>
                 <p style="line-height:175%">
                  When a customer selects a reason and is about to walk out the door, you can present them with a targeted offer that's automatically applied to their Stripe subscription if they accept.
                 </p>
                </div>
               </div>
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                <a data-hs-link-id="0" data-hs-link-id-v2="qN7lx3Gn" style="color:#00a4bd" target="_blank">
                 <img align="middle" alt="Cancellation Reasons Retention Offers" src="https://inboxflows.com/_/image/https%253A%252F%252Fbaremetrics.com%252Fhs-fs%252Fhubfs%252FCancellation%2520Reasons%2520Retention%2520Offers.png%253Fwidth%253D700%2526upscale%253Dtrue%2526name%253DCancellation%2520Reasons%2520Retention%2520Offers.png/?inbox_flows_img_sig=eyJwYXRoIjoiaHR0cHMlM0ElMkYlMkZiYXJlbWV0cmljcyIsInRpbWUiOjE3ODExODAyMTIuMjE1MzI4fQ:1wXeL6:dsVuM6eNVuwzHyvv0b-Hh64pFu1OzbA6v9a9wwZEPcI" style="outline:none; text-decoration:none; border:none; max-width:100%; font-size:16px" width="350"/>
                </a>
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               <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" data-hs-cos-general-type="widget" data-hs-cos-type="module" id="hs_cos_wrapper_module_17810385952574" style="color: inherit; font-size: inherit; line-height: inherit;">
                <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_rich_text" data-hs-cos-general-type="widget" data-hs-cos-type="rich_text" id="hs_cos_wrapper_module_17810385952574_" style="color: inherit; font-size: inherit; line-height: inherit;">
                 <p align="center" style="line-height:175%; text-align:center">
                  <em>
                   An example of a Retention Offer in Baremetrics
                  </em>
                 </p>
                </div>
               </div>
              </td>
             </tr>
            </tbody>
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                <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_rich_text" data-hs-cos-general-type="widget" data-hs-cos-type="rich_text" id="hs_cos_wrapper_module_17810380925552_" style="color: inherit; font-size: inherit; line-height: inherit;">
                 <p style="line-height:175%">
                  <span style="font-weight: bold;">
                   So for this Reddit founder?
                  </span>
                  If "my business is closing" really is valid, maybe they offer to connect those founders with an M&amp;A advisor or a liquidation resource. Suddenly your cancellation flow isn't just data collection, it's a value-add, even on the way out.
                 </p>
                 <p style="line-height:175%">
                 </p>
                 <p style="line-height:175%">
                  And for more common reasons like cost or missing features, you can set up specific coupons: a 30% discount for "too expensive," a competitor match for "switching to X." There's no manual follow-up needed.
                 </p>
                </div>
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                <table align="center" border="0" cellpadding="0" cellspacing="0" role="presentation" style="border-collapse:separate!important">
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                   <td align="center" bgcolor="#5484FC" style="font-family:Lato, Tahoma, sans-serif; font-size:15px; color:#23496d; word-break:break-word; border-radius:8px; cursor:auto; background-color:#5484FC; mso-padding-alt:12px 18px" valign="middle">
                    <a data-hs-link-id="1" data-hs-link-id-v2="Llck+00/" style="color:#00a4bd; font-size:16px; font-family:Lato,Tahoma,sans-serif; Margin:0; text-transform:none; text-decoration:none; padding:12px 18px; display:block" target="_blank">
                     <strong style="color:#ffffff;font-weight:normal;text-decoration:none;font-style:normal;">
                      Set up your first Retention Offer →
                     </strong>
                    </a>
                   </td>
                  </tr>
                 </tbody>
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               </div>
              </td>
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               <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_module" data-hs-cos-general-type="widget" data-hs-cos-type="module" id="hs_cos_wrapper_module_17563089662661" style="color: inherit; font-size: inherit; line-height: inherit;">
                <div class="hs_cos_wrapper hs_cos_wrapper_widget hs_cos_wrapper_type_rich_text" data-hs-cos-general-type="widget" data-hs-cos-type="rich_text" id="hs_cos_wrapper_module_17563089662661_" style="color: inherit; font-size: inherit; line-height: inherit;">
                 <p style="line-height:175%">
                  <span style="font-weight: bold;">
                   Your homework:
                  </span>
                  pull up your cancellation reasons right now. Which one is dominating? Is it plausible or does your gut say people are clicking the easiest option?
                 </p>
                 <p style="line-height:175%">
                 </p>
                 <p style="line-height:175%">
                  <span style="font-weight: bold;">
                   If it's the latter:
                  </span>
                  swap it out for a quarter and see what happens. You might be surprised what people tell you when the easy exit is gone.
                 </p>
                 <p style="line-height:175%">
                 </p>
                 <p style="line-height:175%">
                  Hit reply and let me know what you find. I read every response. ✨
                 </p>
                </div>
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