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Core disciplines: Branding / design, Digital, Integrated marketing, Search

Increasing Financial Times renewals

In a drive to improve renewal sales and reduce the impact of ‘bill shock’ cancellations, the FT approached 999 to redesign their ‘Renewals and Step Up’ communications. Our brief was to create a new approach across both email and direct mail channels that would:
 

  • Increase customer retention and subscription loyalty
  • Maintain the FT.com’s customer base by reinforcing the value of a subscription
  • Reduce the ‘bill-shock’ effect: high volumes of cancellations after renewal payment has been taken

£26k+ saving in subscription revenue

An incredible £26k+ saving in subscription revenue and an 17% reduction in cancellation rates, exceeding all project objectives. There was also a 12% increase in online engagement and an 18% reduction in revenue loss through cancellations. The project was awarded a Gold DBA Award for design effectiveness.

Focusing on the benefits 

We tackled the brief knowing that ease of use and clarity of information would be paramount. FT subscribers are busy people who want to access information quickly.
 

With mobile driving over 50% of FT.com’s traffic, a responsive UX-centred email design was critical to help build a relationship with the customer and give a great user experience on every device.

With this in mind, we designed a new communications framework in order to:
 

  • Present pricing information clearly to reduce ‘bill-shock’
  • Focus design around the ‘5 key benefits’ most likely to retain loyalty
  • Create a more personal experience

17% reduction in cancellation rate

By drawing on key customer insights we devised a bold communication approach that demonstrates real value to the FT’s target audience. We positioned the key subscription benefits messages as ‘5 Advantages’ in short, bite-sized statements to show that the FT understands the audience needs.

The email format was redesigned with distinct content ‘blocks’ making it easier to scan the content. We also developed a bold illustrative style to complement the overall approach. The principal components of the new theme were applied across all communications in a distinctive new design solution.

  • 17% reduction in cancellation rate
  • 12% increase in online engagement
  • 18% reduction in revenue loss through cancellations
  • £26,000+ revenue saved over two months

Let’s connect: Talk to us about email design for customer retention

 

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