All existing Joanneum-Card holders whose card expires at the end of the month receive either a letter or a newsletter to remind them to renew their card.
The letter goes out to all existing Joanneum-Card holders whose card expires at the end of the month and we have no email address on file. The personalized letter includes the card serial number for reference, the expiration date, the subscription level and a 30% discount as incentive.
The reverse side includes a form with prefilled information to make it easier to renew. We also provide an opportunity to subscribe to our newsletters in order to collect further data of interest on our client. The renewal rate averages around 30%.
Some people scan the form page and return the renewal request per e-mail at which point we collect their missing contact data, others bring the form to one of our museum sites and renew at the front desk.
The newsletter is sent to all existing Joanneum-Card holders whose card expires at the end of the month and that have an existing email address on file. The newsletter offers a 30% discount as an incentive for renewing until the card’s expiration date.
Currently, we are unable to offer a discount online; therefore the call-to-action asks the recipient to download a PDF form in order to renew their card. A tracker link on the download button associates them with the renewal campaign in our CRM. The renewal rate averages around 30%.
Improved process coming soon
Sending the renewal newsletter and letter is still a manual process. In the near future, this task will be automated via a marketing automation platform, based on the expiration date of the Joanneum-Card. Visitors will then be sent to a personalized URL with their prefilled information on file with the goal to further improve ease of use and increase renewal rate.