APT E-Renewal Series proves to be a thrilling investment!
Alabama Public Television has a successful multi-channel renewal program that includes direct mail and email appeals. The station first implemented a three-part e-renewal series into its program back in FY17. Year-one results were strong, with the e-renewal series seeing a 30% open rate, a 13% click-through rate, and a 6% conversion rate. Therefore, we expanded upon our activity for this program in the spring of 2018 by adding two more email efforts, for a total of five e-renewal notices.
The five emails coordinate with the first five letters of APT’s 7-effort direct mail series. Deployment for these emails is scheduled for the 25th of each month, which is the same day that the direct mail notices drop. Messaging is similar across both channels, with the email content reinforcing the direct mail letter copy.
Since the additional digital communications have not caused any adverse effects on APT’s key performance indicators (such as open rates, click-through rates, and the number of unsubscribes), we plan to add two more e-renewal notices in the year ahead to fill out the series so that every direct mail renewal will have a corresponding email.