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Case Study / A global leader in software and services across industries

Reduce credit card delinquencies and improve overall renewal rates for subscription services.

Customer Story

Customer StorySubscription services often face credit card complications in the customer auto-renewal process. By streamlining the process, the subscription provider significantly improved overall renewal rates.

$1.3M in billings from updated payment info prior to renewal

54% open rate on email reminder


Challenge: Upgrading the customer’s credit card auto-renewal process.

A common problem for subscription service providers is customer credit card issues resulting in increased churn and reduced renewal billings and rates. Customers change credit cards and billing addresses, funds can temporarily be low, and credit cards expire regularly.


Solution: Prompting customers to update their credit card information.

Having up-to-date and accurate customer credit card information is critical for any subscription provider. Our main hypothesis was that the biggest issue was expired credit cards and that if the subscription provider could get their customers to update their information, the auto-renewal process would improve and billings increase.

Together with our client, we worked on setting up personalized emails on Marketo to send to customers 4 to 5 weeks prior to renewal, prompting them to update their credit card information.

By identifying the potential credit cards about to expire before the subscription renewal date and then reminding the customers to update their credit card info, the subscription provider substantially improved overall renewal rates.


Results & Key Metrics:


$1.3M in billings from customers who received email prompts and updated payment prior to renewal.


54% email open rate


17% click rate


32% click-to-open rate


10% updated payment info

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VANCOUVER SAN FRANCISCO FAYETTEVILLE PHILADELPHIA NEW YORK TORONTO BOSTON ATLANTA AMSTERDAM HAMBURG MILAN VERONA LONDON DUBLIN PARIS CHANDIGARH GURUGRAM MUMBAI PUNE COIMBATORE MANILA PHUKET SINGAPORE SYDNEY MELBOURNE CHICAGO