Renewal Journey - Standard

tip

Approved for development

Summary

The Standard Renewal Journey at AANP is designed to guide members who are not on auto-renew through the process of renewing their membership. This journey includes a series of strategic email communications aimed at reminding members of their upcoming renewal, highlighting the benefits of continued membership, and providing opportunities to renew easily. The journey also addresses members who enter the grace period, offering them a final chance to renew before their membership lapses.

This journey is tailored to ensure that members receive timely and relevant reminders, with messaging that reflects their membership type and tenure with AANP. The goal is to maximize membership retention by making the renewal process as seamless as possible and emphasizing the value of staying connected with AANP.

Requirements include a few physical mailers to be sent to members. While not an email, these physical mailers are an important part of the renewal journey and should be included in the overall communication strategy. These reports should be built in Salesforce as part of this journey.

Requirements

External Users

• As a member, I should receive a renewal reminder email 50 days before my membership expiration, offering a discount and reminding me to update my profile.
• As a member, I should receive a benefits at a glance physical mailer 30 days before my membership expiration, emphasizing the benefits of renewing.
• As a member, I should receive a benefits expiring soon email 15 days before my membership expiration, emphasizing the importance of renewing.
• As a member, I should receive a last day to renew email on the day of my membership expiration, giving me a final opportunity to renew.
• As a member who has not renewed, I should receive a forgot to renew email 5 days after my membership expiration, reminding me that my grace period is active.
• As a member in the grace period, I should receive a grace period ends soon physical mailer 20 days after my membership expiration, informing me that my member benefits will soon be lost.
• As a former member, I should receive an exit survey email 35 days after my membership expiration, asking for feedback on why I chose not to renew.

Internal Users

• As an internal user, I should be able to create and schedule the renewal email journey for members, ensuring that each email is sent at the appropriate time according to the renewal schedule.
• As an internal user, I should be able to customize the content of the renewal emails based on the member's profile, including membership type and tenure with AANP.
• AI-Powered Content Recommendations: The system should provide examples of how AI can recommend specific content or messaging tailored to each member based on their past interactions (e.g., members who renew early vs. those who renew during the grace period).
  • Use Case Examples: Examples of how these AI-powered recommendations can be applied to the Standard Renewal Journey should be provided, including how different messaging might influence early renewals versus last-minute renewals.
• Predictive Send Times: I should be able to implement predictive send times within the Standard Renewal Journey, ensuring that each renewal reminder email is delivered when the recipient is most likely to engage.
  • Use Case Example: The system should provide examples of how predictive send times can be applied to the renewal emails, particularly for members who typically renew closer to the expiration date, and how this can increase engagement and renewal rates.
• As an internal user, I should be able to track and report on the performance of the renewal journey, including metrics like email opens, click-through rates, and renewal rates.
• As an internal user, I should be able to manage and update the renewal email templates to reflect current branding, messaging, and any changes in membership benefits.
• As an internal user, I should be able to view a member’s renewal journey status within Salesforce to provide support if needed.
• As an internal user, I should be able to collect and analyze feedback from former members through the exit survey to improve the renewal process.
• As an internal user, I should be able to generate a report of mailing addresses for use in the two physical mailers included in the renewal journey, with a user-selected start and end date and time.
• As an internal user, I should be able to log the end date of each physical mailer campaign to ensure that members receive the mailers at the appropriate time with no duplicate mailings.

Assumptions

• The renewal journey will be personalized based on the member's profile, including factors such as membership type and tenure with AANP.
• All communications will be sent according to the specified timelines to ensure a smooth renewal process.
• The content of the renewal emails will be regularly reviewed and updated to reflect any changes in AANP’s offerings or branding.

Bucket Date

Users are pushed into journey buckets to ensure anyone starting in the middle of the journey will be picked up on the next journey action.

The bucket date should be based on the Account.Membership_End_Date__c field, which should always be the same as the Membership__c.End_Date__c value.

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References

• Aptify - Membership Renewal Process
• Auto-Renewal Communication Journey
• Individual Member Renewing Journey
• Renewal Drop Flow Chart
• Renewal Mailing Procedures
• Physical Mailer Report 1 - Excluding Fellows
• Physical Mailer Report 2- Fellows Only

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Appendix: Summary of Emails and Physical Mailers in the Standard Renewal Journey

Time Frame	Email/Mailer Type	Description
60 Days Before Scheduled Renewal Date	Renewal Reminder (Discount Offer)	Email reminder offering a discount and reminding the member to update their profile.
45 Days Before Scheduled Renewal Date	Renewal Reminder	Email reminder offering a discount and reminding the member to update their profile.
45 Days Before Scheduled Renewal Date	Physical Mailer: Benefits at a Glance	Physical mailer emphasizing the benefits of renewing membership.
Day of Membership Expiration	Last Day to Renew Email	Final opportunity email to renew on the day of membership expiration.
5 Days After Membership Expiration	Forgot to Renew Email	Email reminding the member that their grace period is active and encouraging them to renew.
20 Days After Membership Expiration	Physical Mailer: Grace Period Ends Soon	Physical mailer informing the member that their grace period is about to end and benefits will be lost.
50 Days After Membership Expiration	Exit Survey Email	Email asking for feedback on why the member chose not to renew their membership.

Overview

Current Aptify Configuration

These standard renewal emails are combined from Aptify and Real Magnet. They currently all get delivered as separate sends with a separate query for each send.

This makes things easier to control and understand.

Name	Origin	ViewID	MessageTemplateId	Delivery Time
60 days before expiration date__c	Aptify Flow	45489	52	4:45 AM CT
45 days before expiration date__c	Aptify Flow	45490	53	4:45 AM CT
On the day of expiration__c	Aptify Flow	45493	56	4:45 AM CT
5 Days After Expiration	Real Magnet	RealMagnet_5DaysAfterExpiration	N/A	6:15 AM CT
35 Days After Expiration (Currently 50 Days in Aptify, Liz wants it to be 35)	Real Magnet	RealMagnet_35DaysAfterExpiration	N/A	N/A

Process Flow: SendRenewalNotices__c

Out of Aptify, a process flow runs to deliver a collection of emails each night at 4:45 AM CT

Analysis

EXEC SpGetActiveMembershipEmailSchedules
-- To pull the actual SQL being used:
SELECT * 
FROM Aptify.dbo.ViewSql 
WHERE ViewId IN (
	45489,45490,45493,46120,46119,46118,46117,47080
)
--To pull the actual message template being used:
SELECT ID, [Name], [Description], [Category], [Subject], TextBody, HTMLBody, FromName, FromEmail, ReplyTo 
FROM Aptify.dbo.vwMessageTemplates WHERE ID IN (
	52,53,26,1,27,46
)

60 Days Prior

60 Days Before Expiration

SELECT
	APTIFY..vwSubscriptions.ID,
	APTIFY..vwSubscriptions.Subscriber,
	APTIFY..vwSubscriptions.SubscriberID,
	APTIFY..vwSubscriptions.SubscriberEmail__c,
	APTIFY..vwSubscriptions.Product,
	APTIFY..vwSubscriptions.Purchases,
	APTIFY..vwSubscriptions.StartDate,
	APTIFY..vwSubscriptions.EndDate,
	APTIFY..vwSubscriptions.CALC_EndDate_NoTime
FROM 
	APTIFY..vwSubscriptions 
INNER JOIN APTIFY.dbo.vwPersons  ON APTIFY.dbo.vwPersons.ID = APTIFY..vwSubscriptions.RecipientID
WHERE CAST(APTIFY..vwSubscriptions.EndDate AS DATE) = CAST(DATEADD(DAY, 60, GETDATE()) AS DATE)
	   AND APTIFY..vwSubscriptions.SubscriberEmail__c LIKE '%@%.%'
	   AND APTIFY..vwSubscriptions.AutoRenew = 0
	   AND APTIFY..vwSubscriptions.ProductID_IsDues = 1
	   AND APTIFY..vwSubscriptions.[Status] = 'Active'
	   AND APTIFY.dbo.vwPersons.[Status] = 1
	   AND APTIFY.dbo.vwPersons.RenewalEmailsExclude__AANP = 0
	   AND APTIFY.dbo.vwPersons.DuesPaidThru_DateOnly = CAST(DATEADD(DAY, 60, GETDATE()) AS DATE) 
	   AND APTIFY..vwSubscriptions.SubscriberID NOT IN (
			  SELECT PersonID
			  FROM APTIFY.dbo.vwPersonFunctions
			  WHERE FunctionID_Name = 'Employee'
	   )
ORDER BY Subscriber

45 Days Prior

45 Days Before Expiration

SELECT
	APTIFY..vwSubscriptions.ID,
	APTIFY..vwSubscriptions.SubscriberID,
	APTIFY..vwSubscriptions.Subscriber,
	APTIFY..vwSubscriptions.SubscriberEmail__c,
	APTIFY..vwSubscriptions.Product,
	APTIFY..vwSubscriptions.Purchases,
	APTIFY..vwSubscriptions.StartDate,
	APTIFY..vwSubscriptions.EndDate,
	APTIFY..vwSubscriptions.CALC_EndDate_NoTime
FROM 
	   APTIFY..vwSubscriptions 
INNER JOIN APTIFY.dbo.vwPersons  ON APTIFY.dbo.vwPersons.ID = APTIFY..vwSubscriptions.RecipientID
WHERE CAST(APTIFY..vwSubscriptions.EndDate AS DATE) = CAST(DATEADD(DAY, 45, GETDATE()) AS DATE)
	   AND APTIFY..vwSubscriptions.SubscriberEmail__c LIKE '%@%.%'
	   AND APTIFY..vwSubscriptions.AutoRenew = 0
	   AND APTIFY..vwSubscriptions.ProductID_IsDues = 1
	   AND APTIFY..vwSubscriptions.[Status] = 'Active'
	   AND APTIFY.dbo.vwPersons.[Status] = 1
	   AND APTIFY.dbo.vwPersons.RenewalEmailsExclude__AANP = 0
	   AND APTIFY.dbo.vwPersons.DuesPaidThru_DateOnly = CAST(DATEADD(DAY, 45, GETDATE()) AS DATE) 
	   AND APTIFY..vwSubscriptions.SubscriberID NOT IN (
			  SELECT PersonID
			  FROM APTIFY.dbo.vwPersonFunctions
			  WHERE FunctionID_Name = 'Employee'
	   )
ORDER BY Subscriber

Expiration Day

Day of Expiration

SELECT
	APTIFY..vwSubscriptions.ID,
	APTIFY..vwSubscriptions.SubscriberID,
	APTIFY..vwSubscriptions.Subscriber,
	APTIFY..vwSubscriptions.SubscriberEmail__c,
	APTIFY..vwSubscriptions.Product,
	APTIFY..vwSubscriptions.Purchases,
	APTIFY..vwSubscriptions.StartDate,
	APTIFY..vwSubscriptions.EndDate,
	APTIFY..vwSubscriptions.CALC_EndDate_NoTime

FROM 
	APTIFY..vwSubscriptions 
INNER JOIN APTIFY.dbo.vwPersons  ON APTIFY.dbo.vwPersons.ID = APTIFY..vwSubscriptions.RecipientID
WHERE CAST(APTIFY..vwSubscriptions.EndDate AS DATE) = CAST(GETDATE() AS DATE)
	   AND APTIFY..vwSubscriptions.SubscriberEmail__c LIKE '%@%.%'
	   AND APTIFY..vwSubscriptions.AutoRenew = 0
	   AND APTIFY..vwSubscriptions.ProductID_IsDues = 1
	   AND APTIFY..vwSubscriptions.[Status] = 'Active'
	   AND APTIFY.dbo.vwPersons.[Status] = 1
	   AND APTIFY.dbo.vwPersons.RenewalEmailsExclude__AANP = 0
	   AND APTIFY.dbo.vwPersons.DuesPaidThru_DateOnly = CAST(GETDATE() AS DATE)
	   AND APTIFY..vwSubscriptions.SubscriberID NOT IN (
			  SELECT PersonID
			  FROM APTIFY.dbo.vwPersonFunctions
			  WHERE FunctionID_Name = 'Employee'
	   )
ORDER BY Subscriber

5 Days After

5 Days After Expiration

SELECT
	APTIFY..vwSubscriptions.ID 'SubscriptionID',
	APTIFY..vwSubscriptions.SubscriberID 'ID',
	APTIFY..vwSubscriptions.Subscriber 'SubscriberName',
	LEFT(APTIFY..vwSubscriptions.Subscriber, charindex(' ', APTIFY..vwSubscriptions.Subscriber) - 1) AS FirstName,
	APTIFY..vwSubscriptions.SubscriberEmail__c,
	APTIFY..vwSubscriptions.Product,
	APTIFY..vwSubscriptions.Purchases,
	APTIFY..vwSubscriptions.StartDate,
	APTIFY..vwSubscriptions.EndDate,
	APTIFY..vwSubscriptions.CALC_EndDate_NoTime
FROM 
 APTIFY..vwSubscriptions 
INNER JOIN APTIFY.dbo.vwPersons  ON APTIFY.dbo.vwPersons.ID = APTIFY..vwSubscriptions.RecipientID
WHERE APTIFY..vwSubscriptions.SubscriberEmail__c LIKE '%@%.%'
	  
 AND APTIFY..vwSubscriptions.AutoRenew = 0
	   AND APTIFY..vwSubscriptions.ProductID_IsDues = 1
	   AND APTIFY..vwSubscriptions.[Status] = 'Active'
	   AND APTIFY.dbo.vwPersons.[Status] = 1
	   AND APTIFY.dbo.vwPersons.RenewalEmailsExclude__AANP = 0
	   AND ((APTIFY.dbo.vwPersons.DuesPaidThru_DateOnly = CAST(DATEADD(DAY, -5, GETDATE()) AS DATE) 
	   AND CAST(APTIFY..vwSubscriptions.EndDate AS DATE) = CAST(DATEADD(DAY, -5, GETDATE()) AS DATE))
	   AND APTIFY..vwSubscriptions.SubscriberID 
NOT IN (
			  SELECT PersonID
			  FROM APTIFY.dbo.vwPersonFunctions
			  WHERE FunctionID_Name = 'Employee'
	   )
	AND APTIFY..vwPersons.EmailExclude = 0
	AND APTIFY..vwPersons.ID NOT IN 
	(
		SELECT PersonID
		FROM AANPDB..vwEmailPreferences
		WHERE Campaigner_EmailCategoryId = 8
	))

35 Days After

35 Days After Expiration

(Currently set to 35 Days in SFMC)

SELECT
	APTIFY..vwSubscriptions.ID 'SubscriptionID',
	APTIFY..vwSubscriptions.SubscriberID 'ID',
	APTIFY..vwSubscriptions.Subscriber 'SubscriberName',
	LEFT(APTIFY..vwSubscriptions.Subscriber, chari
ndex(' ', APTIFY..vwSubscriptions.Subscriber) - 1) AS FirstName,
	APTIFY..vwSubscriptions.SubscriberEmail__c,
	APTIFY..vwSubscriptions.Product,
	APTIFY..vwSubscriptions.Purchases,
	APTIFY..vwSubscriptions.StartDate,
	APTIFY..vwSubscriptions.EndDate,
	APTIFY..vwSubscriptions.CALC_EndDate_NoTime
FROM 
 APTIFY..vwSubscriptions 
INNER JOIN APTIFY.dbo.vwPersons  ON APTIFY.dbo.vwPersons.ID = APTIFY..vwSubscriptions.RecipientID
WHERE APTIFY..vwSubscriptions.SubscriberEmail__c LIKE '%@%.%'
	 
  AND APTIFY..vwSubscriptions.AutoRenew = 0
	   AND APTIFY..vwSubscriptions.ProductID_IsDues = 1
	   AND APTIFY..vwSubscriptions.[Status] = 'Active'
	   AND APTIFY.dbo.vwPersons.[Status] = 1
	   AND APTIFY.dbo.vwPersons.RenewalEmailsExclude__AANP = 0
	   AND ((APTIFY.dbo.vwPersons.DuesPaidThru_DateOnly = CAST(DATEADD(DAY, -35, GETDATE()) AS DATE) 
	   AND CAST(APTIFY..vwSubscriptions.EndDate AS DATE) = CAST(DATEADD(DAY, -35, GETDATE()) AS DATE))
	   AND APTIFY..vwSubscriptions.SubscriberID NOT IN (
			  SELECT PersonID
			  FROM APTIFY.dbo.vwPersonFunctions
			  WHERE FunctionID_Name = 'Employee'
	   )
	AND APTIFY..vwPersons.EmailExclude = 0
	AND APTIFY..vwPersons.ID NOT IN 
	(
		SELECT PersonID
		FROM AANPDB..vwEmailPreferences
		WHERE Campaigner_EmailCategoryId = 8
	))

Approvals / Signoffs

Role	Name	Signature	Date
Technical Lead	Jeff Sikes	JS	07/26/2024
Stakeholder	Zeke Holliman	ZH	08/16/2024

Revisions

Date	Author	Changes
10/14/2025	Jeff Sikes	Updated Real Magnet and Aptify Scheduled Emails information.