Emails sent to your customers
Storefront automatically sends transactional emails directly to your customers when certain things happen — an order completing, a domain nearing expiry, a password reset being requested.
Separately from both of the above, OpenSRS — as the registrar of record for your domains — is required by ICANN policy to send certain emails directly to your customers. These include annual WHOIS/registration data reminders, registrant identity verification requests, and renewal/expiration reminders required under ICANN's Expired Registration Recovery Policy. These emails are governed by ICANN policy, not by Storefront, and their content and timing can't be changed in Storefront Manager. See OpenSRS's own documentation on WHOIS Data Reminder Policy and Registrant Verification for full detail.
This article covers the emails Storefront itself sends — what triggers each one and what the customer sees — useful when a customer asks about an email they received, or reports one they were expecting but didn't get.
Orders
| Sent when | Subject line | Notes | |
|---|---|---|---|
| Order confirmation | An order is placed and completes | "Thank you for your purchase!" |
Customers
| Sent when | Subject line | Notes | |
|---|---|---|---|
| Account created | A new customer account is created, including via migration or import | ||
| Verify email address | A customer account is created, or a customer changes their email | "Let's verify your email" | Link expires in 12 hours |
| Forgot login (single match) | A customer submits "forgot login" and their email matches exactly one account | "Reset your [Reseller Store Name] Password" | Link expires in 1 hour |
| Forgot login (multiple matches) | Same flow, but the email matches more than one account |
No email for unmatched "forgot login" attemptsIf a "forgot login" email doesn't match any account, no email is sent and no event log entry is created — there's no account to attach it to.
No email to the previous address on an email changeWhen a customer changes their email address, Storefront doesn't notify the old address of the change.
Domains
| Sent when | Subject line | Notes | |
|---|---|---|---|
| Domain transfer completed | An inbound domain transfer finishes successfully | "Your transfer of [domain] to [Reseller Store Name] is complete!" | Auto-renew is turned on by default for transferred domains |
| Domain transfer failed | An inbound domain transfer fails | "The transfer of [domain] to [Reseller Store Name] has failed." | Sent when the authorization code is invalid; the customer isn't charged |
| Domain renewing soon | A scheduled reminder ahead of the domain's renewal date, for domains with auto-renew on | "Your domain(s) are coming up for renewal in [X] days" | Sent at 37 and 31 days before expiry. Can list multiple domains in one email |
| Domain expiring soon | A scheduled reminder as the domain approaches expiry, for domains with auto-renew off | "Your domain(s) are about to expire in [X] days" | Sent at 30, 7, and 1 day before expiry. ICANN requires this schedule. Can list multiple domains in one email |
| Domain expired | The domain passes its expiry date without renewal | "Your domain [domain] has expired - renew now" | Sent 1 day after expiry. Domain enters a 40-day grace period, followed by a 30-day redemption period for gTLDs; can be renewed at the regular rate during the grace period |
| Auto-renewal failed | An auto-renew payment attempt is declined or fails | "Your auto-renew was not completed" | Storefront attempts auto-renewal at 30, 29, 28, 7, and 1 day before expiry; this email is sent only if an attempt fails. Can list multiple affected domains in one email |
See Domain statuses and renewal reminders for the full status model and reminder schedule these emails are based on.
Subscriptions
Storefront sends these emails for products you sell through Settings → Product Catalog. Domains use the emails in the section above, not these.
| Sent when | Subject line | Notes | |
|---|---|---|---|
| Renewal reminder (auto-renew on) | The customer's subscription is active with auto-renew on, on each reminder date you set for the billing option | Tells the customer the subscription renews on a given date and that their card on file will be charged | |
| Expiry reminder (auto-renew off) | The customer's subscription is active with auto-renew off, on each reminder date you set for the billing option | Tells the customer the subscription ends on a given date | |
| Subscription expired | The day after a subscription lapses | Lets the customer know the subscription has ended so they can renew if they want to | |
| Payment failed | A renewal payment fails because the payment method is invalid or declined | Lists the affected subscriptions and includes a button to log in and update billing information |
How reminder dates work
Each billing option on a product has its own reminder dates. If you offer a monthly and a yearly plan for the same product, set reminder dates for each plan separately.
The wording of the reminder depends on the customer's auto-renew setting at the time it is sent. A customer who cancels their subscription (which turns off auto-renew) before a reminder date receives the expiry version instead of the renewal version. A customer who resumes a canceled subscription before it ends goes back to receiving the renewal version.
What happens after the emails
A payment failure puts the subscription in Payment Failed status. Storefront retries the customer's payment method automatically, so you don't need to act unless the customer has to update their card. If retries fail, the subscription moves to Suspended.
Customers see both Suspended and Expired subscriptions as "Expired". If a customer replies to the expired email asking to get their subscription back, check its actual status on the subscription details page in Storefront Manager. A Suspended subscription can be reactivated by you, or by the customer within 7 days of it lapsing. An Expired subscription can't be reactivated, and the customer needs to start a new one. See Managing customer subscriptions for the full status model.
Migration
| Sent when | Subject line | Notes | |
|---|---|---|---|
| Migration completed | A Legacy Storefront to Storefront migration finishes | Sent once per customer migrated |
Troubleshooting
My customer says they didn't get a subscription renewal reminder.
Check three things. First, the billing option's reminder dates under Settings → Product Catalog, since no reminder is sent on a date you haven't selected. Second, whether the subscription was still Active on the reminder date, because Storefront doesn't send renewal reminders for Suspended or Expired subscriptions. Third, whether the customer's email address is correct and whether the message landed in spam.
My customer got an email saying their subscription is ending, but they want it to renew.
They received the expiry version, which means auto-renew is off. They can resume the subscription from Your Subscriptions in their account before the period ends, or you can open the subscription in Storefront Manager and click Enable Renewal.
I changed a product's reminder dates. Do existing subscribers get the new dates?
Reminder dates are set on the billing option, and you can edit them at any time, so changes apply to reminders that haven't been sent yet. Reminders already sent aren't resent.
Can I change the wording or subject line of these emails?
No. Storefront sends the same wording for all resellers, with your store name and the customer's details filled in.
A customer reports a payment failed email, but I see no problem in Storefront Manager.
The subscription shows Payment Failed until a retry succeeds. If the retry succeeded, the status returns to Active and the customer doesn't need to do anything. Ask the customer to check their billing information if the status persists.
Why is there no email in the event log for a "forgot login" request?
If the email didn't match an account, Storefront sends no email and logs nothing.
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