RetailLoyalty and renewal
Last-chance touchpoints saved 15.63% of lapsing memberships
A large retailer with physical stores and an online marketplace.
- 15.63%save rate
- 82%open rate
- 9.68 minaverage active time
- 2.11viewers per offer
The objective
Members whose annual plan was about to lapse without auto-renewal, or with an expired payment method, historically posted the highest churn and were already assumed lost. The retailer wanted to rescue them without blanket discounts.
The journey
Seven days before expiration, a personalized email and SMS bundle:
- Addressed the member by name and surfaced the perk they used most.
- Showed a hero visual tailored to their purchase history.
- Embedded a one-tap "Renew now" deep link with pre-filled payment details.
- Offered a "Remind me tomorrow" snooze and a live chat link for billing help.
- Dashboards flagged who ignored, opened or clicked, escalating only those still at risk.
The results
- The save rate far surpassed the near-zero recovery baseline for these non-auto-renew members.
- Households shared the reminder, averaging 2.11 viewers per offer.
Zeroing in on the highest-risk segment turned potential churn into renewed loyalty, a double-digit save rate without blanket discounts.
