Reducing Churn Rate with Personalised Renewal and Subscription Reminder Emails

For subscription-based e-commerce, retaining subscribers is crucial. Each time a customer chooses not to renew, it leads to lost revenue and increases the pressure to bring in new customers. Personalised renewal and reminder emails can be a powerful tool to combat this by creating relevant, timely touchpoints that remind customers of your service’s unique value and keep them engaged.

Using platforms like ActiveCampaign, Klaviyo, and Omnisend, setting up automated, personalised renewal emails becomes straightforward. This guide will walk through how each platform can help you build effective reminder emails that feel like friendly nudges rather than pushy sales tactics, ultimately helping you retain more subscribers and reduce churn.

• Why Personalised Renewal Emails Work So Well

Before diving into the “how-to,” let’s talk about why personalisation in renewal emails matters. It’s like this: when you send a reminder that feels personal, like you’re talking directly to the customer, they’re more likely to feel seen and valued. And who doesn’t love that? A friendly, tailored reminder can make customers think, “Oh yeah, this is why I signed up!” – giving them a little nudge to stick around.

And it’s not just a nice theory – 89% of marketers say they see a positive ROI from using personalisation in their campaigns. So if you’re not doing it already, you’re missing out on one of the easiest ways to improve retention. Want to know more about how to get started? Check out this handy guide on what is Email Personalisation and How to Leverage It Effectively.

Let’s dive into how you can use ActiveCampaign, Klaviyo, and Omnisend to set up these renewal emails, keeping your customers happy, engaged, and subscribed.

• Setting Up Personalised Renewal Emails with ActiveCampaign

ActiveCampaign is a popular choice for e-commerce brands because it’s loaded with automation and personalisation tools, making it easy to send friendly renewal reminders right on time.

Step 1: Segment Your Audience by Renewal Date

First things first – segment your audience based on when their subscription is ending. ActiveCampaign lets you create dynamic segments, so you can send reminders right when they’re needed, like 30 days, 15 days, and a few days before the renewal date.

Step 2: Personalise the Message

Keep it friendly and tailored by including details like the customer’s first name, subscription info, and even a quick reminder of the benefits they’ll keep enjoying by staying subscribed. It’s all about showing them the value they signed up for.

Step 3: Automate Your Workflow

Now, let’s get those emails going on autopilot. Set up a workflow that triggers reminders at just the right times so that customers get timely nudges without feeling hounded. A few reminders leading up to the renewal date usually do the trick.

Step 4: Test and Improve

One of the best parts about ActiveCampaign is the A/B testing feature, which lets you experiment with subject lines, CTAs, and email timing. Keep an eye on your data – open rates, click-through rates, and renewal rates – to see what works best, and keep tweaking for even better results.

• Creating Friendly Renewal Reminders with Klaviyo

Klaviyo is a solid option if you like using data to make things extra personal. Its integrations and segmentation tools make it easy to create renewal reminders that feel like they’re coming from a friend rather than a marketing team.

Step 1: Use Data to Craft the Message

Klaviyo integrates seamlessly with your e-commerce platform, pulling in data like purchase history and email engagement. Use this info to create segments and tailor your messaging, especially for those who might need a little extra encouragement to renew.

Step 2: Build a Simple Renewal Campaign Flow

Klaviyo’s visual flow builder makes it easy to create a whole renewal campaign with multiple touchpoints. Start with a casual, friendly reminder a month before the renewal date, maybe follow up with an incentive a couple of weeks later, and then send a last, gentle reminder just before the expiration.

Step 3: Make It Personal

Personalise each email with details like a customer’s recently viewed product or a summary of how they’ve used the service. Little touches like these remind them of the value they’re getting and make the message feel less “marketing-y.”

Step 4: Analyse and Adjust

With Klaviyo’s analytics, you can see how your campaign is doing and refine as needed. Track metrics like renewal rates and lifetime value to keep learning and improving your strategy over time.

• Driving Renewals with Omnisend’s Multi-Channel Tools

Omnisend is another great pick, especially if you want to reach customers across multiple channels. Its multi-channel approach is perfect for reminding customers about their subscriptions through emails, SMS, and even social media.

Step 1: Set Up Automated Renewal Reminders

Omnisend makes it easy to create automated reminders based on subscription dates. Set up triggers to send these out at just the right time so that you’re reaching customers right when they’re most likely to engage.

Step 2: Personalise for Maximum Impact

Omnisend’s dynamic tags let you personalise emails with customer names, subscription details, and even cross-sell options to highlight extra value. This can help tip customers towards renewing by showcasing what they’re getting and reminding them why they signed up in the first place.

Step 3: Go Multi-Channel

One of Omnisend’s standout features is its multi-channel approach. You can reach customers through email, SMS, push notifications, or social media, giving them more ways to stay connected with your brand and making renewal a one-click experience.

Step 4: Track Performance and Improve

Omnisend’s analytics make it easy to see which reminders are working best. Monitor your renewal rates and other key metrics to refine your approach and keep improving your results.

If you’re comparing tools, you might be wondering how Omnisend vs Klaviyo stack up. Klaviyo shines for data-driven segmentation, while Omnisend’s multi-channel options give it an edge for broader reach. 

• Best Practices for Renewal and Reminder Emails

Whichever platform you choose, here are some tried-and-true tips to make sure your renewal emails hit the mark:

1. Time It Right: Don’t wait until the last minute – start with friendly reminders well before renewal day. A staggered approach, with reminders at multiple intervals, keeps renewals top-of-mind without feeling intrusive.
2. Show the Value: Make sure you’re highlighting the benefits of renewing. Give a quick rundown of features or perks they’ll miss if they don’t stay subscribed.
3. Offer an Incentive: Sometimes a little extra nudge helps. Consider throwing in a discount, bonus product, or loyalty points to encourage renewals.
4. Keep It Simple: Design your emails to be clear, visually engaging, and easy to follow. Use a prominent, concise CTA to steer customers toward the next step. Read more on How to create powerful email CTAs.
5. Keep Testing and Improving: A/B testing can help you fine-tune your approach. Test different email layouts, subject lines, and timing to see what works best, and make tweaks as needed.

Wrapping Up

Reducing churn in subscription-based e-commerce is all about timing, personalisation, and giving customers a positive experience with your brand. With tools like ActiveCampaign, Klaviyo, and Omnisend, it’s easy to set up automated, personalised reminders that feel friendly, natural, and valuable.

Whether you’re comparing different platforms for your business needs or just looking to build a stronger renewal strategy, these approaches can go a long way in keeping your customers happy, loyal, and ready to stay subscribed.