How Communication Trends Shape the Success of Appeals and Renewals

Keeping members engaged and encouraging renewals is essential but can be challenging. Communication trends play a major role in how effectively appeals and renewals perform, especially as members’ preferences continue to evolve. Using a mix of print and digital communication channels can help improve engagement and retention, and research backs this up. For example, organisations that use both print and digital channels see up to a 20% increase in retention, compared to those relying on just one approach.

Here’s a closer look at how communication choices impact appeals and renewals, along with some simple tips to help make your messages more effective.

The Impact of Communication Choices on Retention and Engagement

A blended communication approach can make a significant difference in how members engage with your messages and whether they choose to renew. Multi-channel strategies allow organisations to capture attention through both digital and physical mediums, helping them reach members in the way that suits them best.

Members often trust and value physical mail for important communications. A recent survey from Royal Mail MarketReach found that 57% of people feel more valued when receiving mail from brands. This sense of trust and personal value makes physical mail especially effective for renewal appeals, as members are more likely to take them seriously. On the other hand, digital channels like email, are perfect for quick reminders and follow-ups, especially when the goal is to prompt immediate action. A well-timed digital renewal reminder can drive engagement, particularly if it’s personalised or includes direct links for easy renewal.

Tips to Boost Appeal and Renewal Success

Creating successful appeal and renewal campaigns often comes down to making it as easy as possible for members to respond. Here are some practical tips to boost engagement in both print and digital channels.

1. Include QR Codes on Printed Communications

Adding a QR code to printed renewal notices makes it much easier for members to respond. Scanning the code connects them directly to a payment page or renewal form, removing extra steps and making it convenient to take immediate action.

2. Include a Reply Envelope with Direct Mail

For printed renewals, including a pre-addressed reply envelope makes it easy for members to respond on the spot. A reply envelope provides a convenient option for members who prefer traditional methods, increasing the likelihood that they’ll renew by offering a straightforward way to respond.

3. Use Personalisation and Direct Links in Emails

With digital communications like email, the goal is to make it as easy and relevant as possible. Including direct links to renewal forms or secure payment pages simplifies the process, and personalising the message with the member’s name or specific information creates a more engaging experience.

4. Carefully Time Renewal Reminders

Timing is a crucial factor in driving renewals. Sending reminders at intervals such as 60, 30, and 15 days before a membership expiration date helps maintain awareness and urgency, making it more likely that members will take action. A “last chance” email or mailed letter right before expiration can give members the final prompt they need to renew.

5. Use Visual Elements in Both Print and Digital Communications

Visuals are highly effective for capturing attention and can improve engagement. In emails, eye-catching graphics, clear calls-to-action, and a clean design help make the content more accessible, while well-designed printed materials leave a memorable impression. Whether digital or print, visuals can make an appeal or renewal message stand out and feel more compelling.

Combining Print and Digital for a Multi-Channel Approach

A thoughtful blend of print and digital channels offers members multiple ways to engage, giving them more opportunities to respond in the way that feels most convenient for them. For instance, sending a printed renewal notice with a QR code followed by a personalised email reminder, can reach members where they’re most comfortable, helping to boost overall response rates.

For membership organisations, retention and engagement come down to building lasting connections with members. By tailoring your communication strategy to include both print and digital channels, you can increase engagement, build trust, and improve renewal rates.