Sunset emails aren’t fun to send — but when you communicate clearly and respectfully, they can help you end things on a good note.
Whether you’re shutting down a product, phasing out a feature, or ending support, the best emails are simple and human. They explain what’s happening, why, and what users need to do — without overexplaining or sugarcoating.
In this post, you’ll find 11 SaaS sunset email examples — a mix of real messages from SaaS companies and clean templates you can copy when it’s your turn to hit “send.”
Let’s get into it.
Contents
What is a SaaS Sunset Email?
Answer: A SaaS sunset email is a message you send to inform users that a product, feature, or service is being shut down.
These emails are all about clear communication and empathy. Whether you’re ending a legacy feature, sunsetting an entire product, or transitioning users to a new version, the goal is to explain what’s happening, when it’s happening, and what users need to do next. Done well, it softens the impact and helps users feel respected—even if the news isn’t what they hoped for.
Sunset emails don’t have to be emotional. But they do need to be direct, helpful, and human.
Why Send Sunset Emails for Your SaaS?
Answer: The main reason to send a sunset email is to notify users of upcoming product changes while maintaining transparency and trust.
Even when the update isn’t great news, how you communicate it makes all the difference. A clear, respectful sunset email keeps your brand reputation strong and gives users time to adjust.
1. Give users time to transition
If you’re ending access to something people rely on, they need time to make a plan. Whether it’s backing up data, migrating accounts, or finding a new tool, the earlier you communicate, the smoother the transition.
This shows you care about their experience—even at the end.
2. Avoid confusion and support overload
Nothing causes chaos like a surprise shut-off. If you don’t send a sunset email, you risk floods of support tickets, angry customers, and a scramble to explain yourself after the fact.
A clear email heads all of that off. It sets expectations and reduces friction.
3. Close the loop with professionalism
Even if you’re sunsetting a failed product, your users still deserve clarity and closure. A well-written sunset email lets you leave on a high note—and opens the door for those users to try your other tools or return later.
It’s not just about what’s ending—it’s about what comes next.
When Should You Send Sunset Emails?
Answer: You should send sunset emails as soon as the shutdown plan is confirmed—ideally 30 to 90 days before the product or feature goes offline.
This gives users time to act without panic or surprises.
1. 30–90 days before deactivation
The bigger the change, the more notice you need to give. Let users know early, with clear timelines and links to FAQs or support resources.
If you’re ending something critical, consider sending multiple emails as reminders.
2. After announcing publicly via blog or social
Your official announcement might go on your blog or in a press release, but email is where most users will actually see it. Make sure the message hits their inbox directly, even if they already follow your brand.
3. After offering alternatives or upgrade paths
If you’re ending a plan or feature, provide a clear next step. Maybe there’s a new version, an integration, or a partner tool you can recommend.
Timing this email alongside the sunset helps users make decisions without guesswork.
You can use these upgrade examples to craft smoother transitions for users moving to newer plans.
11 SaaS Sunset Email Examples (Real + Templates)
These farewell emails do more than announce a shutdown. The best ones show empathy, explain what happens next, and help users exit with clarity. Below are real examples from top SaaS companies — followed by templates you can adapt for your own sunset announcement.
1. Google Podcasts Manager – Service shutdown with helpful migration steps
This email was sent to users of Google Podcasts Manager when Google announced the service would be discontinued. The tone is clear, supportive, and matter-of-fact. It doesn’t try to soften the news too much or overexplain. Instead, it gives users a deadline, points them to the support article, and reminds them of how they can prepare.
These types of emails are important because users need to know how to transition, export data, or find alternatives. Google doesn’t overcomplicate the message — they focus on clarity, one CTA, and helpful links for users who want to act now or later.
Why it works:
The message gets straight to the point. No fluff. No trying to spin the shutdown into a “growth” story. It respects the user’s time by providing deadlines, a support article, and a clear link to next steps. That’s all most users want in a sunset email.
2. Pocket – Saying goodbye without confusion
Pocket’s shutdown email is clean, minimal, and easy to read. They don’t waste space trying to be clever or overly emotional. It gives users the shutdown date, what to expect, and how to download their data. The language is friendly without being too soft or sentimental.
These types of sunset emails work because they speak to users who are busy and just want the facts. A simple “thank you” line goes a long way in showing appreciation, even if the service is going away.
Why it works:
Pocket uses short, informative paragraphs that are easy to scan. The most important info — the shutdown date — is bold and visible. They give a link to download data, and that’s it. Simple and respectful.
3. ThemeHunt – Final call with countdown reminder
ThemeHunt’s email hits a different note — it brings urgency. Unlike the more corporate tone in the previous examples, ThemeHunt pushes the “final chance” angle to encourage users to take action. There’s a sense of countdown, and it works well for their audience of developers and designers.
Instead of just quietly exiting, they’re trying to make sure users grab their assets or get help before everything goes offline. This can be especially useful when the platform offered downloadable products, themes, or licenses.
Why it works:
It’s practical and punchy. The final deadline is called out. The CTA is focused on downloading products or migrating. The tone is casual but direct, which fits ThemeHunt’s user base of tech-savvy buyers.
4. Writer Tools – Farewell with a note of gratitude
Writer Tools takes a warm, human tone in their sunset email. They announce the shutdown in the first line, but instead of rushing to instructions or deadlines, they pause to thank the users and reflect on the journey. It feels personal, almost like a founder wrote it — which works well for smaller SaaS products.
This style of sunset email is less about migration logistics and more about appreciation. It reminds users that the product was built with love, and that their support mattered. There’s one clear CTA to export data, but the tone stays soft and kind.
Why it works:
People don’t always remember what a product did — but they do remember how it made them feel. This email ends the relationship on a high note, with a thank-you that doesn’t feel generic. It also clearly shows where to go to export data, which is all most users need.
5. Earn – Transition to a new product
Earn’s sunset email doesn’t just say goodbye — it introduces what’s next. Instead of closing shop completely, they’re guiding users toward a new platform. This is common when a company gets acquired or pivots. The key here is how they balance transparency with promotion.
They explain the shutdown clearly and offer help during the transition. The email doesn’t feel too salesy, and that’s why it works. The focus is still on helping users finish their time with Earn on good terms — while planting the seed for what’s coming next.
Why it works:
It tells users what’s happening, why it’s happening, and what to do about it. The CTA isn’t just a pitch for the next tool — it offers help with data migration. For SaaS tools that are evolving or merging, this tone feels right.
If the sunset is tied to a merger or acquisition, these acquisition email examples show how to handle it gracefully.
6. Template: Final reminder before sunset
This email is for users who still haven’t taken action after the initial sunset notice. It’s the last checkpoint before access is cut off. The tone should be firm but fair—you’re closing the door, but giving them one last chance to walk through it. It’s best sent 24–48 hours before shutdown.
Use this template to wrap things up clearly, with one CTA: download data, upgrade, or switch.
Hey {firstName},
Just a final reminder — your access to {productName} will end in 24 hours. After that, your account and data will no longer be available.
If you still want to keep using {productName}, now’s your last chance to act.
👉 {ctaLink}
Thanks again for using us — we’ve really appreciated it.
— {yourName}
Here are 5 alternative subject lines you can try:
- Your account shuts down tomorrow
- 24 hours left to save your data
- Action needed: your {productName} access is closing
- Final reminder from {productName}
- Say goodbye to your {productName} workspace
Why it works:
This email is straight to the point. There’s no fluff—just a clear reminder, a timeline, and a simple action. The subject line signals urgency. The tone stays respectful, not dramatic.
7. Template: Upgrade path to stay
Some users will want to keep using your product but are stuck on an old or unsupported plan. This is your chance to help them transition, while showing appreciation for their time with you.
Use this email to lay out the upgrade path clearly. Remove friction. Include a deadline if needed.
Hi {firstName},
We’re making some changes to {productName}, and the plan you’re on will soon be sunset. But the good news? There’s a new way to stay onboard.
Our current plans offer {one line about improved feature/value}.
If you’d like to stick around, we’ve made it easy to upgrade.
👉 {ctaLink}
Thanks for being with us — let us know if you have any questions.
— {yourName}
Try these subject lines instead:
- Your next step with {productName}
- Moving forward together
- One way to keep your {productName} account
- Upgrade today, keep everything
- Still want in? Here’s how
Why it works:
This email helps people who want to stay but aren’t sure how. It’s empathetic, actionable, and feels like a natural next step rather than a sales push. The CTA is soft but clear.
And if your sunset includes ending old plans, renewal emails can guide loyal users through the transition.
8. Template: Simple shutdown confirmation
This one is short and final. For users who’ve already been notified multiple times, this confirms that their access has now ended. Use it to bring closure and offer any final resources they might need.
Hey {firstName},
Just confirming that your {productName} account has now been closed.
You no longer have access to your data or workspace.
If you need to reach us or have questions, we’re here: {supportLink}
Thanks for being part of our journey.
— {yourName}
Subject line ideas for this one:
- Your account is now closed
- {productName} access has ended
- Confirmation: your workspace is shut down
- We’ve now closed your account
- A final goodbye from the {productName} team
Why it works:
This email respects the user’s time. It’s clean and professional, with no pitch. Just closure and support, which builds trust even at the exit point.
9. Template: Thank-you message after sunset
Once the sunset is complete, this email is your way of saying thanks. Even if the user didn’t upgrade or migrate, it’s still worth ending on a kind, professional note. That goodwill could bring them back in the future.
This email focuses purely on gratitude. No pitch, no CTA — just respect.
Hi {firstName},
Your {productName} account is now closed, but we didn’t want to disappear without a quick thank you.
We really appreciated having you with us. Whether you were here for weeks or years, your support meant a lot to the team.
Wishing you the best in whatever comes next.
— {yourName}
Alternative subject lines:
- Just a thank you
- Thanks for using {productName}
- Grateful to have had you with us
- All the best, from the {productName} team
- Goodbye — and thank you
Why it works:
There’s no pressure here, just appreciation. Ending with warmth helps preserve the relationship — and opens the door if the user ever wants to return.
This can be a good moment to remind users of milestones you shared. A subtle milestone recap adds closure with warmth.
10. Template: Redirect to new product
Sometimes a product is shut down to make way for something new. This email lets users know what’s next. It can also act as a soft launch for a new product or beta.
Be honest. Show the connection between the old product and the new one — especially if the transition will benefit them.
(A short walkthrough email can also help them hit the ground running.)
Hey {firstName},{productName} has officially sunset, but we’ve been working on something new behind the scenes.
Say hello to {newProductName} — a simpler, smarter way to {whatItDoes}.
It’s built on what we learned from {productName}, but rebuilt from scratch to be faster and better.
You can learn more here 👉 {ctaLink}
Thanks again for growing with us.
— {yourName}
Other subject lines you can try:
- Something new is here
- What’s next after {productName}
- We’re building the future of {category}
- From sunset to sunrise
- Our next chapter
Why it works:
This email handles the sunset while redirecting attention forward. It keeps the excitement alive, even if the old product is gone. Done right, it feels like an evolution, not a loss.
If your sunset is part of a rebrand or bigger shift, these rebranding email examples show how to communicate change clearly.
11. Template: Feedback request after sunset
Even after a sunset, there’s still an opportunity to learn. This email is a simple request for feedback. It shows users that their opinion matters — even if they didn’t stick around.
Send it a few days after sunset, and keep it short.
Hi {firstName},
We’ve wrapped up {productName}, and we’d love to hear your thoughts.
If you have a minute, this short form helps us understand what worked — and what didn’t.
👉 {ctaLink}
Thanks for taking the time. It means a lot.
— {yourName}
Other subject line ideas:
- Help us improve
- Your feedback = our next step
- What did you think of {productName}?
- Tell us how we did
- Just one quick question
Why it works:
It keeps the ask light, and makes the user feel like they still have a voice. Even if they churned, this kind of email can create a lasting impression.
How to Improve Your SaaS Sunset Emails
Be clear and upfront
Start with the news — the product, feature, or plan is going away. Don’t dance around it. Users appreciate directness, especially when it impacts their workflow.
Explain why it’s happening
Give a simple reason. Maybe usage was low, maybe you’re shifting focus. People don’t need a long backstory — just enough context to understand the decision.
Offer a timeline
Let users know exactly when access ends and what happens after. Include key dates, export deadlines, or transition options so they’re not left guessing.
Share what to do next
Guide them. Can they move to another plan? Migrate data? Try an alternative feature? Make the next step feel easy and supported.
You can also use newsletter-style updates to share progress, sunset timelines, or reminders.
Keep the tone respectful
This isn’t the place for hype or jokes. Be calm, honest, and human. A good sunset email leaves the door open — even if the feature is closing.
Saying goodbye doesn’t have to mean losing the user
→ Encharge helps you close features (or products) with clarity — and care.
Sunset emails are tricky. Say too little, and users feel blindsided. Say too much, and it gets ignored. Encharge helps you send clear, personalized messages that guide users through change — and even open the door to what’s next.
- Trigger sunset emails based on plan, feature usage, or account status
- Personalize messaging by user type: free, paid, or enterprise
- Build follow-up flows for migration, upgrades, or feedback
- Syncs with your email, CRM, and product data — no chaos
- Used by 1,000+ SaaS teams to handle shutdowns without burning trust
Sunsetting a feature or product isn’t the end — it’s a moment that shapes how users remember you. Encharge helps you get it right.
FAQ for SaaS sunset email examples
1. How do you announce a SaaS product sunset to users?
To announce a product sunset, keep the message clear, honest, and respectful. Let users know what’s ending, when it’s happening, and what their options are. With Encharge, you can segment users and send personalized sunset emails based on their plan or usage.
How to announce it:
- Start with a clear headline: “We’re retiring [Product/Feature].”
- Include the sunset date and reason behind the decision.
- Offer next steps or alternatives, and support contact if needed.
2. What should I include in a SaaS sunset email?
A sunset email should include the phase-out date, the reason for sunsetting, what users need to do (if anything), and how you’ll support them during the transition. With Encharge, you can add dynamic content for different segments (e.g. free vs. paid users).
What to include:
- The shutdown date and affected features.
- A brief explanation of why it’s happening.
- Links to FAQs, export tools, or migration guides.
3. How do I communicate a sunset to different user segments?
Different users need different levels of context—free users might just need a heads-up, while enterprise clients may require detailed timelines and migration options. With Encharge, you can segment your list and send personalized sunset emails based on plan type, usage, or customer relationship.
How to tailor your message:
- Segment users by plan (e.g. free, paid, enterprise).
- Customize the level of detail and next steps for each group.
- Use Encharge to automate different versions of the sunset email.
4. How do I handle user backlash after a sunset email?
User frustration is normal—especially if the feature is well-loved. The best way to handle it is with empathy, clarity, and a plan. With Encharge, you can track replies, tag users who need follow-up, and send personalized support messages.
How to manage reactions:
- Acknowledge the feedback and validate concerns.
- Offer a clear path forward or helpful alternative.
- Use Encharge to automate follow-ups with helpful links or resources.
5. Can sunset emails improve long-term trust?
Yes—when handled transparently, sunset emails can actually build trust. They show your team is thoughtful, responsive, and committed to evolving. Encharge lets you keep the conversation going with supportive, human follow-ups post-sunset.
How to build trust during a sunset:
- Explain your reasoning clearly and confidently.
- Focus on helping users transition smoothly.
- Use Encharge to send ongoing updates, feedback surveys, or thank-you messages.
