Losing customers (and revenue) to involuntary churn is a major bummer, and while crafting dunning communication isn't always fun, it can play a huge role in reducing your churn rate.
One of the most common causes of involuntary customer churn is failed payments. So, even though existing customers are happy with your service or product and otherwise would have continued their subscriptions, these customers churn because their payments don't go through. Sometimes they don't even realize it's happening.
source https://blog.fusebill.com/improving-your-dunning-management-practices-to-reduce-your-churn-rate
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