How do I cancel my itunes Match Subscription?

I'm finding it really frustating finding out how I can get rid of this service. I have switched off my auto renewal but I need to switch it off. I have moved to a country with very slow internet speeds and the cloud concept simply doesn't work anymore!

I've tried to go through the iTunes support and they want to charge me $19.50 or something to contact them.

Any ideas of how I can simply e-mail iTunes and get them to cancel my subscription?

Thanks