# Renewal Campaign > Builds subscription renewal campaigns with reminder sequences, incentives, and save offers. Use when reducing churn and increasing subscription retention rates. - Skill: `reaperinvest/renewal-campaign` (Agent Skill) - Install (CLI): `npx skillmds@latest add reaperinvest/renewal-campaign` - Raw SKILL.md: https://api.skillmd.com/api/skills/reaperinvest/renewal-campaign/raw - Safety review: pending - Works with: Claude Code, Claude.ai, OpenAI Codex - Category: Marketing & Growth - Author: reaperinvest (https://skillmd.com/u/reaperinvest) - Updated: 2026-09-22 - Page: https://skillmd.com/skills/reaperinvest/renewal-campaign --- # Renewal Campaign ## When to Use This Skill Use this skill when you need to: - Build an email sequence that encourages subscription renewals - Create save offers for subscribers considering cancellation - Design a renewal reminder timeline with escalating incentives - Reduce churn by proactively engaging subscribers before their renewal date **DO NOT** use this skill for initial onboarding, win-back campaigns for already-churned customers, or free trial conversion emails. This is for retaining active subscribers approaching renewal. --- ## Core Principle RENEWAL IS NOT A TRANSACTION — IT IS A MOMENT TO REMIND CUSTOMERS OF THE VALUE THEY HAVE RECEIVED AND THE VALUE THEY WOULD LOSE BY LEAVING. --- ## Phase 1: Brief ### Required Inputs | Input | What to Ask | Default | |-------|------------|---------| | **Product** | "What subscription product is renewing?" | No default — must be provided | | **Subscription price** | "What's the renewal price?" | No default — must be provided | | **Billing cycle** | "Monthly or annual?" | Annual | | **Current churn rate** | "What percentage of subscribers don't renew?" | Unknown | | **Renewal type** | "Auto-renew or manual renewal required?" | Auto-renew | | **Save offer budget** | "Can you offer a discount to prevent cancellation?" | Up to 20% off | **GATE: Confirm the brief before building the campaign.** --- ## Phase 2: Campaign Architecture ### Renewal Timeline ``` ## Renewal Email Sequence **60 days before renewal:** Email 1: Value recap — "Here's what you've accomplished this year" **30 days before renewal:** Email 2: What's coming — preview new features or content **14 days before renewal:** Email 3: Renewal reminder + any loyalty incentive **7 days before renewal:** Email 4: Direct renewal reminder + FAQ **1 day before renewal:** Email 5: Final reminder — "Your subscription renews tomorrow" **Post-renewal (auto-renew):** Email 6: Thank you + what's new for the next period **Post-cancellation (if they cancel):** Email 7: Save offer — "Before you go, we'd like to offer..." Email 8 (7 days later): Final save attempt with different angle ``` ### Cancellation Save Flow ``` ## Cancellation Interception Step 1: Cancellation reason survey (required before processing) Step 2: Tailored save offer based on reason: - "Too expensive" → Discounted rate or downgrade option - "Not using it enough" → Usage tips + pause option - "Missing features" → Roadmap preview + feedback collection - "Found alternative" → Competitive comparison + loyalty discount Step 3: If declined → process cancellation gracefully Step 4: Post-cancellation email with open door to return ``` **GATE: Approve the campaign architecture before writing.** --- ## Phase 3: Write Campaign Content ### Value Recap Email (60 days out) Personalize with actual usage data: ``` Subject: Your year with [Product] — by the numbers {first_name}, you've been a member for [X] months. Here's what you've achieved: - [Usage stat 1: e.g., "Created 47 projects"] - [Usage stat 2: e.g., "Saved an estimated 120 hours"] - [Usage stat 3: e.g., "Downloaded 23 templates"] And we're just getting started. Here's what's coming in the next [period]... ``` ### Renewal Reminder Emails Keep these short and clear: - State the renewal date and amount - Link to account/billing page - For manual renewals: direct renewal button - For auto-renewals: reassurance + how to update payment method ### Save Offer Scripts Tailored by cancellation reason: ``` "Too expensive" response: "We'd hate to see you go over price. How about [X]% off your next [period]? That brings your cost to $[discounted price]/[period]." "Not using it" response: "Totally fair. Instead of cancelling, would you like to pause your subscription for [30/60/90] days? Your account and data stay intact." ``` --- ## Phase 4: Polish ### 1. Churn Prediction Indicators Flag at-risk subscribers before renewal based on: - Login frequency declining over 60 days - Support tickets or complaints - Feature usage dropping - Payment failures in the past ### 2. Metrics to Track - Renewal rate (target: 80%+ for annual, 90%+ for monthly) - Save offer acceptance rate - Cancellation reason distribution - Revenue saved from save offers - Time to churn after save offer (do saved customers stay long-term?) ### 3. Ongoing Optimization - A/B test save offer amounts (10% vs. 20% vs. free month) - Test renewal email timing and frequency - Survey renewed customers: "What almost made you cancel?" --- ## Anti-Patterns - **Surprising customers with charges** — always remind before auto-renewal. Surprise charges create chargebacks and negative reviews. - **Begging in cancellation flow** — "Please don't go!" is undignified. Present value and options, then respect the decision. - **No cancellation reason capture** — every cancellation without a reason is a missed learning opportunity. - **Save offers that are too generous** — 50% off to save one subscriber trains them to threaten cancellation for discounts. - **Ignoring low-usage subscribers** — if they are not using the product, they will not renew. Engage them months before renewal, not days. --- ## Recovery - **No usage data available:** Focus on feature highlights and customer testimonials instead of personalized recaps. - **Very high churn (over 30%):** The problem may not be the renewal campaign — it may be the product or onboarding. Investigate root causes. - **User has no save offer budget:** Use non-monetary saves: pause option, downgrade tier, extended free month, or personalized support call. - **Monthly subscription with constant churn:** Consider switching to annual billing with a discount incentive. Annual subscribers churn at significantly lower rates.