Sending Renewal Emails

Overview

The Renewal Email workflow allows organizations to send subscribers a personalized renewal link so they can renew their subscriptions online.

This workflow is best used when patrons should:

  • Select their own subscription type or pricing option
  • Choose their own seats or event dates
  • Complete checkout online themselves

Renewal Email campaigns are the most flexible renewal option and are supported for all subscription types.

Before You Begin

Before creating a Renewal Email campaign, make sure you have:

  • Created a Renewal Email template
  • Know which subscription type you want to renew (Patron/Online Theatre, Flex Pass, etc.)
  • Ensure preferred seats are setup up correctly if using the Patron/Online Theatre subscription

If you use multiple subscription types, you must create a separate renewal campaign for each type.

Accessing the Renewal Workflow

Navigate to: CRM > Communications > Renewals

2026-05-19_08-47-54.gif

Step 1 – Select the Source Season

The Source Season contains the subscribers you want to renew.

Examples:

  • 2025–2026 Season
  • Spring 2026 Theatre Season

The system uses this season to identify eligible subscribers.

2026-05-19_08-50-37.gif


Step 2 – Select the Target Season

The Target Season contains the subscriptions patrons will renew into.

Examples:

  • 2026–2027 Season
  • Fall 2026 Theatre Season

The system uses this season to load available subscription options for mapping.

2026-05-19_08-51-43.gif


Step 3 – Select the Subscription Type

If more than one supported subscription type exists in both seasons, a Subscription Type dropdown will appear.

Supported subscription types include:

  • Online Theatre / Patron
  • Regular Theatre
  • Flex Pass
  • Standard Subscription
  • Pick-a-Show

Select the subscription type you want to renew in this campaign. If your organization uses multiple subscription types, create a separate renewal campaign for each.

2026-05-19_08-53-18.gif


Step 4 – Map Subscriptions

The workflow displays subscriptions from the Source Season.

For each subscription you want to renew:

  1. Select the source subscription
  2. Choose the matching subscription from the Target Season

This mapping determines:

  • Which subscribers are included in the campaign
  • Which subscription is recommended during online renewal

Multiple source subscriptions may map to the same target subscription.

2026-05-19_09-30-21.gif


Step 5 – Select Renewal Action

Choose: Send Renewal Email

This workflow sends subscribers an email containing a personalized renewal link.

2026-05-19_09-39-42.gif


Step 6 – Select a Renewal Email Template

Choose the Renewal Email template you want to use for the campaign.

The selected template controls:

  • Email content
  • Renewal placeholders
  • Renewal link behavior

After selecting the template you can make changes directly in the WYSIWYG editor. These changes will not update your template.

Note: The {RENEWALLINK} placeholder is required when sending renewal emails. This placeholder generates the personalized renewal link used to access and submit the renewal order.

2026-05-19_09-45-59.gif

Before sending live emails, it is recommended to send a test email.

The test workflow allows you to:

  • Review email formatting
  • Verify renewal placeholders
  • Confirm renewal links
  • Review branding and messaging

To send a test email:

  1. Enter a subject line
  2. Enter the email address that should receive the test
  3. Select a subscriber from the campaign
  4. Click Send Test Email

Test emails do not update subscriber statuses or create communication logs.

2026-05-19_09-48-55.gif


Step 8 – Send Renewal Emails

When ready, click Send Email and enter a subject line

The system sends renewal emails to eligible subscribers in the campaign with a personalized renewal link directing them to the subscription page.

2026-05-19_09-53-40.gif

Patron Renewal Experience

When patrons click the renewal link, they are directed to the subscription page.

The renewal page:

  • Highlights the recommended subscription based on campaign mapping
  • Lists preferred seats (if applicable)
  • Allows patrons to renew the recommended subscription
  • Allows patrons to select a different subscription if desired

Depending on the subscription type, patrons may also:

  • Choose seats
  • Select event dates
  • Choose subscription price types
  • Complete checkout online

Subscriber Status Updates

When a live renewal email is successfully sent:

  • Subscriber status is updated to Contacted
  • A communication log is added to the patron CRM profile
2026-05-19_09-58-13.gif

Additional Help Articles

Subscription Renewal Workflow Overview

Learn about supported subscription types and available renewal workflows.

Subscription Renewal Letter & Email

Learn how to create Renewal Email and Renewal Letter templates.

Sending Renewal Letters

Learn how to generate printable renewal letters and mailing labels.

Generating Renewal Orders & Sending Balance Due Emails

Learn how to generate renewal orders and send balance due payment links.