A cardinal rule when it comes to online subscription sales: Never cancel a subscription order because a payment card transaction fails.
Cards are declined for many reasons. They expire, they get stolen, they fall out of back pockets, and, yes, customers often exceed their spending limits. But breaking the chain of transactions with a customer will break your bottom line.
Fortunately, decision makers who are facing recurring payment failures can implement certain strategies that will allow them to continue shipping and that will ensure high lifetime customer value.
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