The flow

For subscriptions and annual contracts. Four touches across the 90 days before renewal. Ramps from soft reminder to direct outreach as the renewal date approaches.

Why 90 days

For B2B contracts, renewals are usually decided in the 60-day window before the renewal date. A 90-day window catches the decision-makers who need to coordinate budget approval and the ones who’d otherwise be surprised by the auto-renewal.

For consumer subscriptions

The cadence is shorter — usually 30 days. Same logic, compressed. The legal requirement to notify before auto-renewal varies by state and country; the renewal sequence is the natural place to handle it.