Working closely with the AA, we developed a sophisticated automated programme that sends out the renewal email. If a member hasn't engaged with the email after several days, they are automatically sent a direct mail version by post. If the member still hasn't paid within a specific timeframe, a final reminder email is triggered to prompt the renewal.
Using powerful data capabilities, the emails could be personalised to each member and their membership status. The data pulled in to the email allowed for 36 personalised versions of the email, based on the various aspects of their membership.
A dynamic PDF generator was built to generate a PDF invoice summary of the renewal notice. The PDF is generated automatically as part of the process, meaning the AA don't have to manage the creation of these invoices or send attachments.
Mobile-first email design
Our in-house team built a mobile-first email, following best practice design and functionality, with colour changes, separators, and white space to incorporate large amounts of information in a clear and concise way. This ensured the email was easy to read on any device, with important information displayed prominently, and the main CTA positioned "above the fold" to drive online renewals. The email displayed the most relevant information at a glance, enabling the member to take immediate action by providing a direct link to the AA online portal.
Review and optimisation
The AA and Qrious regularly review and optimise the membership renewal programme. This includes A/B split testing, analysis of key email metrics, measuring general conversion as well as online payment conversion to inform an optimisation strategy as the programme matures.