Dunning is a process that involves recovering failed payments or preventing payment failures for businesses that offer subscription-based services. Dunning can include actions such as sending payment reminders, updating payment information, or suspending or canceling subscriptions. For e-commerce businesses that rely on subscriptions, implementing effective dunning strategies is crucial for maintaining revenue growth and customer loyalty. By employing dunning tactics, businesses can reduce churn rates, improve the lifetime value of customers, and increase revenue.