We all know it’s a lot cheaper and easier to retain current customers than to get new ones.  That’s why we emphasize online ticket renewals as a convenient and effective way to keep fans coming back time and time again.  In addition, online renewals save resources and money versus other renewal payment processes. 

Case Study: Multi-Channel Campaign Delivers nearly $1.2MM in Online Renewals

Goal

Drive online renewals and increase online renewal rate from the previous season

Solution

We helped this major-market NBA team create a multi-touch, multi-channel campaign including:

• Targeted e-mail
• Personalized URLs (PURLs) including fan-specific information such as account number and sales rep
• A/B "From" field testing
• Direct mail campaign featuring individual PURL on each piece

Highlights

• Over $1.175M renewed online (up 10% over the previous year)
• 95.7% close rate on individuals who viewed their PURL
• Over $20K in incremental sales of playoff tickets and parking
• 37.19% average e-mail open rate (open rates were higher—but click-through rates were lower—on e-mails showing the account rep’s name in the “From” line)
• Uncovered new opportunities to improve for subsequent years including:
  • Incremental sales of parking and playoff tickets reached $20,735—despite no links or marketing
  • 8% of the online renewals were paid in full, despite no incentive for doing so
  • A suite contest generated over $100,000 in the final 4 hours
  • The final e-mail with a three-day deadline had the highest click-thru rate