Renewal Campaign Playbook

RENEWAL TIMELINE

Days Before	Stage	Marketing Activity
120	Early prep	Health check, identify risks
90	Value phase	Value summary campaign
75	Engagement	Stakeholder engagement
60	Options	Present renewal options
45	Negotiation	Support CS as needed
30	Close	Final push campaigns
14	Urgency	Reminder series
0	Renewal	Celebration or save attempt

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VALUE REINFORCEMENT STRATEGY

Value Summary Email (90 Days)

Subject: Your Year in Review with [Company]

Hi [Name],

As we approach your renewal, here's a look back at what
you've accomplished:

📊 BY THE NUMBERS
┌────────────────────────────────────────┐
│ [Metric 1]: [Value] (vs [Benchmark])   │
│ [Metric 2]: [Value] (up [X%])          │
│ [Metric 3]: [Value] saved              │
└────────────────────────────────────────┘

🏆 KEY MILESTONES
- [Achievement 1]
- [Achievement 2]
- [Achievement 3]

💰 ESTIMATED VALUE DELIVERED
$[Amount] based on [methodology]

Looking forward to another great year together.

[Name], Customer Marketing

Value Reinforcement Content

Content Type	Timing	Goal
Usage report	Day 90	Show engagement
ROI summary	Day 75	Prove value
Feature highlights	Day 60	Remind of capability
Customer story	Day 45	Social proof
Product roadmap	Day 30	Future value

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STAKEHOLDER ENGAGEMENT

Multi-Contact Strategy

Contact Level	Campaign	Goal
Day-to-day user	Feature engagement	Ensure satisfaction
Manager	Value summary	Confirm results
Executive	Strategic update	Business alignment
Procurement	Process start	Smooth renewal

Champion Activation

Subject: Need your help with renewal

Hi [Champion],

Your renewal is coming up in [X] days. You've been an
incredible partner, and I'd love your help:

1. Who else should see the value summary?
2. Any concerns I should know about?
3. Anything new you'd like to explore?

Quick call this week?

[Name]

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EXPANSION OPPORTUNITY

Expansion Signals

Signal	Campaign Response
Approaching usage limits	Upgrade offer
New team members	Seat expansion
New use case mentioned	Add-on pitch
High engagement	Premium features
Budget cycle aligns	Multi-year offer

Expansion Offer Email

Subject: Make the most of your renewal

Hi [Name],

As you renew, consider these options to get even more value:

UPGRADE TO [PLAN]
- [Benefit 1]
- [Benefit 2]
- Renew now and save [X%]

ADD [PRODUCT]
- [Benefit]
- Bundle and save [X%]

[CTA: See Options]

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RISK MITIGATION

Risk Signals & Response

Risk Signal	Marketing Response
Low engagement	Re-engagement campaign
Support issues	Resolution follow-up
Champion left	New champion nurture
Budget concerns	ROI reinforcement
Competitor evaluation	Competitive campaign

At-Risk Renewal Email

Subject: Let's talk before renewal

Hi [Name],

I noticed [signal] and wanted to reach out personally.

We're committed to your success and would love to discuss:
- How to address [concern]
- Options that might work better
- Getting you back on track

[CTA: Schedule Call]

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PERFORMANCE TRACKING

Metric	Formula	Target
Renewal rate	Renewed / Due	>85%
Net revenue retention	(Renewed + Expansion - Churn) / Starting	>100%
On-time renewal	Renewed by date / Due	>70%
Expansion at renewal	Deals with expansion / Total renewed	>20%
Churn rate	Churned / Due	<15%

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