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Meet Our Customer
The American Association of Airport Executives’ (AAAE) members are the backbone of the U.S. airport system. Members work to provide safe, efficient, and world-class experiences for passengers and AAAE supports airport operators in those efforts and at every step in their careers.
To deliver on the promise of top-tier industry knowledge and support, AAAE aimed to improve member outreach through new digital, automated processes. We’ll focus on one key area: member renewals.
Higher Logic Products & Services
Automating Member Renewal Processes
To deliver on the promise of top-tier industry knowledge and support, AAAE aimed to improve member outreach through new digital, automated processes. The goal was to increase on-time member dues renewal and improve member retention from previous years, when AAAE used more traditional mailing-based campaign tactics.
Simple, Segmented, & Personalized Email Campaigns
AAAE developed an automated workflow for its member renewal campaign, which included email outreach in specific increments to encourage the ultimate action of renewal (with resources and calls to action along the way). The four-month campaign included personalized messages and a phone call after the renewal due date, if no action had been taken by the individual member.
AAAE Achieves Big Member Renewal Results
The email renewal campaign was an immediate success:
- 65% of members renewed after the first automated email; the average renewal time is two months, so most members renewed an entire month before their actual due date.
- 93% of members in the campaign renewed.
- The campaign showed positive cash flow because of the early renewals, as well as postage savings.