Renewal play
Show customers they matter before the renewal conversation, and protect at-risk accounts.
Last reviewed
Run it when
A set number of days before renewal, or a drop in a customer health score.
Who owns it
Customer success manager
Best suited: Sendoso
Customer success teams need sends triggered on a date or score and logged on the account. Sendoso serves customer success teams as well as sales and marketing, with handwritten notes and gifts from the same platform.
What to send
- A thank-you gift with a handwritten note naming what the customer achieved with your product.
- For at-risk accounts, a note from an executive with an offer to meet.
Steps
- Trigger from your CRM or customer success tool on renewal date or health score.
- Send to the economic buyer and the day-to-day users, each with their own note.
- Time delivery ahead of the renewal call, not after it.
- Log the send on the account so the renewal owner sees it.
How to measure it
- Renewal rate of accounts that got a send compared with a held-out set.
- Meetings held with at-risk accounts after a send.
The method behind these numbers is in how to measure direct mail ROI.
Pitfalls
- Sending only to the champion and missing the person who signs.
- A gift after the renewal is lost.