Loss aversion is a common tactic used in upgrade emails sent out towards and at the end of a free trial. You can also employ loss aversion if you have a freemium model or would like to nudge more customers to higher pricing tiers with additional features beyond increased space or volume limits. 

Wistia also starts people off with premium features to “test drive.” This email shows how they invoke loss aversion in their final trial notice email.

Read more about how you can use the psychology of loss aversion in your upgrade emails.

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