How to boost your subscription renewal rate thanks to automated emails

For any concert venue, maintaining a loyal subscriber base is key!

A high renewal rate brings multiple benefits:

• Strengthening the community: Long-term subscribers form the backbone of a venue’s audience. Building loyalty nurtures a lasting connection between the venue and its public.
• Ensuring financial stability: Renewed subscriptions provide consistent revenue streams.
• Reducing acquisition costs: Retaining an existing subscriber is more cost-effective than attracting a new one.
• Encouraging word-of-mouth: Loyal subscribers are more likely to recommend the venue to friends and family, helping to grow the community organically.
  

A smart renewal strategy at Quai M

Quai M is a contemporary music venue dedicated to performance, creation, and artist development. It’s run by a non-profit association. Since its launch in 2022, the project has been backed by Fuzz’Yon, an association founded in October 1988 with a strong commitment to supporting the venue’s artistic and cultural mission.

The Quai M team identified a need to increase their annual subscription renewal rate. Their goal: send reminders at just the right moment (around the subscriber’s renewal date).

Because their model operates on fixed start and end dates, they decided to automate their communications,
saving significant time and manual effort.

What’s been implemented

→ Strategic contact points:
- 10 days before expiration: A reminder email highlighting the benefits of renewing, with a direct link for a quick and easy process.
- 10 days after expiration: A follow-up email designed to create a sense of urgency for those who haven’t yet renewed.

→ Hands-on support for automation setup: An Arenametrix account manager works closely with the Quai M team to ensure a smooth and efficient rollout of the automated campaign. This includes brainstorming sessions, best practice advice, testing, and ongoing support to optimize performance.

→ Understanding why subscribers don’t renew: Arenametrix’s filtering tools help identify contacts who haven’t renewed. Four months after their subscription ends, these users receive a feedback email with a short survey to better understand their reasons for leaving.