I send the reminder on day 7 of 14. I've tried other schedules, but settled on 7 days as the last automatic mail. By that point in time, everyone's fallen into one of three groups:
1) Those that signed up, set up their accounts and are already getting value out of the service. They don't need the reminder, sending it is just good-will with this group.
2) Those that signed up, decided it wasn't right for them for whatever reason within the first 10 minutes, but didn't take the time to cancel. When they get the reminder and remember they're going to be charged, they cancel at this point. You've avoided the "I forgot to cancel and can't believe you charged me" problems here.
3) Those that signed up, then decided to put off actually using the account they created until later, but do intend to use it. You've reminded them to get to it sooner than later, and they still have a week to try out the service before paying for it.
And always refund customers who cancel right after the first bill. Whether you have the legal right to bill them or not is irrelevant, it's not worth the ill will. Happy ex-customers can become happy customers again in the future.
1) Those that signed up, set up their accounts and are already getting value out of the service. They don't need the reminder, sending it is just good-will with this group.
2) Those that signed up, decided it wasn't right for them for whatever reason within the first 10 minutes, but didn't take the time to cancel. When they get the reminder and remember they're going to be charged, they cancel at this point. You've avoided the "I forgot to cancel and can't believe you charged me" problems here.
3) Those that signed up, then decided to put off actually using the account they created until later, but do intend to use it. You've reminded them to get to it sooner than later, and they still have a week to try out the service before paying for it.
And always refund customers who cancel right after the first bill. Whether you have the legal right to bill them or not is irrelevant, it's not worth the ill will. Happy ex-customers can become happy customers again in the future.