Definition of renewal promotion

promotional mailing sent to current subscribers soliciting renewal of those subscriptions. Renewal promotions consist of a series of promotions called efforts that begin about seven months prior to expire and continue for two or three months after expire. They may also include advance renewal offers and/or renewal-at-birth offers. The renewal promotion copy usually begins with a soft-sell approach such as "Renew now before our price increase is effective" and ends with an approach such as "We don't want to lose you, but this is your last chance." Renewal promotions usually are direct-mail packages utilizing many of the traditional direct-mail advertising techniques, but the series may include a telephone effort as well. Renewals received in response to a renewal promotion are called identified renewals. Most renewals require cash with order, but credit offers are also used successfully.