You can't start renewal communication too early. Customers need time to remember value, secure budgets, and navigate approvals. The right communication strategy builds momentum without creating fatigue.

Communication Strategy Fundamentals

Effective renewal communication isn't about sending more emails. It's about reaching the right people at the right time with the right message.

Multi-Touch Approach

One reminder won't cut it. Customers are busy, emails get buried, and people need multiple exposures to act.

Here's a typical touch sequence for a 60-day renewal process:

Touch 1: 90-day heads-up (optional, enterprise only) Touch 2: 60-day renewal notice Touch 3: 45-day value review invitation Touch 4: 30-day proposal delivery Touch 5: 14-day check-in Touch 6: 7-day reminder Touch 7: 2-day final push Touch 8: Post-renewal thank you

That's 8 touchpoints over 60 days, or one every 7-8 days. Firm but not overwhelming.

SMB accounts might condense this. Enterprise accounts might extend it with additional touches depending on deal complexity.

Channel Mix

Don't rely on email alone. Use multiple channels to break through the noise.

Email is your primary channel because it's documented, easy to forward, and trackable. But layer in phone calls for relationship building and real-time conversation. In-app notifications reach active users where they're already working. Executive outreach (senior-to-senior) matters for strategic accounts. Automated reminders give you efficiency at scale. And for very large renewals, physical direct mail is rare but can be impactful.

Most renewals use 3-4 channels. Email plus calls are baseline. Add others based on account size and importance.

Stakeholder Targeting

Different people care about different things. Your communication needs to reflect that.

End users care about product usability and day-to-day experience. Champions care about looking good and team success. Economic buyers care about ROI and budget efficiency. Decision makers care about strategic fit and risk. Procurement cares about terms and process. Finance cares about payment and budgeting.

Your communication should reach all relevant stakeholders with messages tailored to what they actually care about.

Message Progression

Early messages differ from late messages. The progression should build naturally toward decision.

In the early stage (90-60 days out), focus on value review and reflection, appreciation and relationship, future planning. Keep pressure low. In the mid stage (60-30 days), shift to terms and options, proposal presentation, question answering. Moderate urgency. In the late stage (30-0 days), it's all about action needed, administrative process, timeline pressure. High urgency.

Moving from appreciation to urgency feels natural. Starting with urgency feels pushy.

Timing Optimization

When you send matters as much as what you send.

Send emails Tuesday through Thursday for better open rates. Avoid Mondays (inbox overload) and Fridays (weekend exit). Send mid-morning (9-11am) or mid-afternoon (2-3pm) in the customer's timezone. Schedule calls for mutually convenient times, not just what works for you. Avoid holidays, end-of-quarter crunches, and known customer busy periods.

Small timing adjustments can improve response rates by 20-30%.

Outreach Timeline: What to Send When

Let's walk through the timeline with specific communication examples.

90-Day Notice (Optional, Enterprise Only)

For very large or strategic accounts, a soft early notice sets context without creating pressure.

Purpose: Plant seed, start thinking Channel: Email to champion and economic buyer Tone: Casual, relationship-focused

Example email:

Subject: Thinking ahead to [renewal month]

Hi [Name],

I was looking at the calendar and realized your agreement with us renews on [date], about three months from now.

I wanted to reach out early to:
• Make sure renewal is on your radar
• Start thinking about value review
• Discuss any plans or changes for next year

Nothing urgent yet, but I wanted to plant the seed. We'll have more structured conversations as we get closer, but happy to chat anytime if useful.

How are things going with [product]? Anything we should be thinking about together?

[Your name]

This is warm, non-transactional, and opens dialogue without demanding anything.

60-Day Reminder

This is the formal renewal kickoff communication for most accounts.

Purpose: Official notice, value focus, schedule discussion Channel: Email to champion, CC economic buyer Tone: Professional but warm

Example email:

Subject: Your [Product] renewal - let's review value together

Hi [Name],

Your agreement with [Company] renews on [date], now 60 days away. I wanted to reach out to ensure we have a smooth renewal process.

Over the past year, your team has:
• [Key achievement 1 with metric]
• [Key achievement 2 with metric]
• [Key achievement 3 with metric]

I'd love to schedule time to:
✓ Review value and outcomes together
✓ Discuss your goals for next year
✓ Ensure renewal timeline works for you
✓ Explore ways we can add even more value

Can we find 30 minutes in the next two weeks? [Calendar link]

Looking forward to the conversation.

[Your name]

P.S. - Your current agreement includes [key terms]. We'll discuss renewal terms in our meeting.

This combines notice with value hints and a clear call-to-action.

45-Day Value Review

After the 60-day email, schedule and conduct a value review meeting. Then follow up with a summary.

Purpose: Reinforce value, document outcomes, prepare for proposal Channel: Email follow-up after meeting Tone: Collaborative, outcome-focused

Example follow-up email:

Subject: Value review recap - [Customer Name]

Hi [Name],

Great talking through this today. I wanted to recap what we covered:

VALUE DELIVERED
• [Outcome 1 with specific metric]
• [Outcome 2 with specific metric]
• [Outcome 3 with specific metric]
• Overall ROI: [calculation if available]

YOUR GOALS FOR NEXT YEAR
• [Goal 1 they mentioned]
• [Goal 2 they mentioned]
• [How you'll support these goals]

NEXT STEPS
• I'll send formal renewal proposal by [date]
• We'll target signature by [date]
• [Any action items from meeting]

Any questions before I put together the proposal? Always happy to jump on a call.

Thanks for the partnership.

[Your name]

This documents the conversation and sets up proposal delivery.

30-Day Proposal Delivery

This is your formal offer. Make it professional and clear.

Purpose: Present terms, create options, enable decision Channel: Email with attached or linked proposal Tone: Professional, confident

Example email:

Subject: [Customer Name] renewal proposal - attached

Hi [Name],

As discussed, attached is your renewal proposal for [Product], renewing on [date].

PROPOSAL SUMMARY
• Option 1: [Terms summary]
• Option 2: [Terms summary]
• Option 3: [Terms summary]

We recommend Option 2 based on your growth plans and goals we discussed.

NEXT STEPS
• Review proposal
• Share with [relevant stakeholders]
• Let's schedule time next week to discuss
• Target signature by [date]

I've made this as straightforward as possible, but happy to walk through anything or answer questions.

Can we schedule 30 minutes next week to discuss? [Calendar link]

[Your name]

Attached: [Customer Name] Renewal Proposal - [Date].pdf

For full guidance on proposal creation, see Renewal Proposal Development.

14-Day Check-In

Two weeks out, maintain momentum without being pushy.

Purpose: Answer questions, address concerns, move toward signature Channel: Email or call Tone: Helpful, momentum-building

Example email:

Subject: Quick check-in on renewal

Hi [Name],

Just checking in on the renewal proposal I sent two weeks ago. Your renewal date is [date], now two weeks away.

Quick questions:
• Have you had a chance to review?
• Any questions I can answer?
• Is there anything blocking moving forward?
• How can I help get this wrapped up?

Happy to jump on a call if easier to talk through. [Calendar link]

[Your name]

This is service-oriented, not sales-y. You're removing blockers, not applying pressure.

7-Day Reminder

One week out, urgency increases but tone stays helpful.

Purpose: Create appropriate urgency, unblock issues Channel: Email plus phone call attempt Tone: Friendly but firm

Example email:

Subject: [Customer Name] renewal - one week to go

Hi [Name],

Your renewal date is [date], now one week away. I want to make sure we have everything buttoned up.

STATUS CHECK
• Proposal sent [date]
• [Awaiting signature / In approvals / Under review]

TO WRAP THIS UP
• [Specific action needed]
• [Who needs to sign]
• [Any remaining blockers?]

Can we get this finalized this week? If there's anything holding this up, let's talk through it today.

Call me anytime: [phone] or grab time here: [calendar link]

[Your name]

Paired with a phone call, this usually breaks through any stalling.

2-Day Final Push

Two days out, this is your last chance to close before the deadline.

Purpose: Final urgency, escalate if needed Channel: Phone call plus email plus executive involvement if needed Tone: Urgent but respectful

Example email:

Subject: URGENT: Renewal signatures needed - expires [date]

Hi [Name],

Your agreement expires in TWO DAYS ([date]). We need signatures today or tomorrow to avoid any service disruption.

WHERE WE ARE
• Proposal agreed: Yes
• Contracts sent: [date]
• Awaiting: [specific signatures needed]

I need your help to finalize this today. What's blocking it?

I'm available all day today and tomorrow:
• Call me: [phone]
• Schedule time: [calendar link]
• Text me: [mobile]

Let's get this done.

[Your name]

This is appropriately urgent without being panicked or aggressive.

Post-Renewal Thank You

After signature, acknowledge and appreciate. This sets the tone for the new term.

Purpose: Celebrate, set tone for new term Channel: Email (plus call for large accounts) Tone: Grateful, forward-looking

Example email:

Subject: Thank you & welcome to year [X]!

Hi [Name],

Renewal is complete - thank you! We're excited to continue our partnership.

LOOKING AHEAD
• Kickoff call for new term: [date]
• Your goals we'll focus on: [list from earlier conversations]
• My commitment: [specific things you'll deliver]

HOUSEKEEPING
• Executed contract: [link or attached]
• Invoice: [sent separately or included]
• Questions: Always reach out

Thanks for your continued trust. Looking forward to an even better year ahead.

[Your name]

This closes the renewal loop and starts the next term positively.

Email Campaign Design

For scale, you need to build email campaigns with automation. But automation doesn't mean generic.

Subject Line Strategies

Subject lines make or break open rates. You have about 2 seconds to grab attention.

Good subject lines are clear and action-oriented: "Your [Product] renewal - let's review value together." They're personalized and specific: "[Customer Name] renewal proposal - attached." They're casual and easy: "Quick check-in on renewal."

Poor subject lines are vague and spammy: "Important: Please read." They're too generic: "Renewal." They're anxiety-inducing: "We need to talk."

Test your subject lines. Even small changes can affect open rates by 20-30%.

Body Copy Templates

Template your emails but personalize them. That's the whole game.

Structure your templates with an opening (personal greeting, context), purpose (why you're reaching out), value or progress (what's happened or will happen), call to action (what you need from them), make it easy (links, availability, contact info), and closing (warm sign-off).

Personalize at these points: customer name (obviously), specific metrics from their account, references to recent conversations, relevant goals or outcomes, and relationship details.

Generic templates feel generic. Personalized templates feel thoughtful.

Call-to-Action Design

Make your CTAs crystal clear. Don't make people guess what you want.

Effective CTAs are specific and actionable: "Schedule our value review: [calendar link]" or "Review the proposal: [document link]" or "Sign here: [e-signature link]" or "Call me to discuss: [phone number]."

Ineffective CTAs are vague: "Let me know" (what? how?) or "At your convenience" (suggests not urgent) or "Reach out if you have questions" (passive).

Strong CTAs are specific, actionable, and easy to complete.

A/B Testing

Test variations to improve performance. Don't just guess what works.

Test these variables: subject lines (biggest impact on opens), email length (short vs detailed), CTA placement (early vs late), tone (casual vs formal), and urgency level.

Run tests on segments, not one-off accounts. You need 50+ emails per variation to see meaningful results.

Value Messaging Throughout

Every renewal communication should reinforce value. Not in a sales-y way, but in a "here's what we've accomplished together" way.

ROI and Outcomes

Quantify impact whenever possible. Specific numbers are more credible than general claims.

"Your team saved 312 hours using automation features." "You reduced support tickets by 43% after implementing [feature]." "Usage grew 67% year-over-year, indicating strong adoption." "Your team completed 1,847 projects, up 34% from last year."

The more specific, the more real it feels.

Usage and Adoption Highlights

Show engagement metrics to prove people actually use your product.

"85% of your team actively uses the platform weekly." "You've adopted 12 of 15 advanced features." "Your power users created 234 automated workflows."

High adoption proves value. Low adoption needs explanation or an improvement plan.

Success Stories

Narrative examples make value real. Stories stick better than statistics.

Use this format: "Remember when [Challenge]? Your team used [Product] to [Action], which resulted in [Outcome]. [Specific stakeholder] called it [quote]."

People remember stories. They forget bullet points.

Future Value Opportunity

Don't just look backward. Look forward too.

"Next year, we're releasing [feature] which will help you [outcome]." "Based on your growth plans, we see opportunity to [expand use case]." "We can help you achieve [their stated goal] by [approach]."

This frames renewal as an investment in future value, not just payment for past service.

Relationship Appreciation

Don't underestimate emotional connection. B2B is still human-to-human.

"We appreciate your partnership and feedback." "Your success stories help us improve for all customers." "It's been great working with your team."

Relationships matter. They're often the tiebreaker when evaluating alternatives.

Phone and Meeting Outreach

Email drives volume, but calls drive urgency and clarity. You need both.

Call Scripts by Stage

Different calls need different approaches depending on where you are in the timeline.

60-day check-in call: "Hi [Name], just following up on my email about renewal coming up in 60 days. I wanted to schedule time to review value together and discuss next year's plans. How does your calendar look next week?"

Proposal discussion call: "Hi [Name], wanted to walk through the renewal proposal I sent. Do you have 15 minutes now, or should we schedule time? Happy to answer any questions."

Final week push call: "Hi [Name], your renewal is in [X] days and I want to make sure we're on track. What's needed to get signatures in the next few days? How can I help move this forward?"

Scripts provide structure but allow flexibility for conversation flow. Don't read them robotically.

Renewal Conversation Structure

When you connect live, use this flow. It works.

Opening (1 min): Greeting and small talk, state purpose of call, confirm they have time.

Context (2 min): Renewal timeline and status, what you've sent already, what you need to accomplish.

Value recap (5 min): Highlights from value documentation, check if they agree with assessment, ask about their perspective.

Terms discussion (5-10 min): Walk through proposal, explain options, answer questions, address concerns.

Objection handling (as needed): Listen fully, acknowledge concern, provide response, confirm resolution.

Next steps (2 min): What needs to happen, who needs to do what, specific timeline, follow-up plan.

Closing (1 min): Confirm understanding, thank them, state confidence.

For detailed objection handling guidance, see Renewal Conversations.

Objection Handling

Common objections and how to respond without getting defensive.

"We need more time" Response: "I understand. Help me understand what needs to happen during that time? Can we set a specific date to reconvene?"

"The price is too high" Response: "I hear you. Let's look at the ROI we've delivered and talk through the value. Where do you see the gap between price and value?"

"We're evaluating alternatives" Response: "That's fair. What's driving the evaluation? I want to understand what we could be doing better."

"We have budget issues" Response: "Let's talk through options. Would different payment terms help? A shorter commitment? We want to find a way to continue working together."

Listen first, acknowledge, then respond. Getting defensive kills the conversation.

Documentation

Document every call. Your future self will thank you.

Capture date and attendees, key discussion points, concerns or objections raised, agreements or commitments made, next steps and owners, and follow-up timeline.

CRM notes help you and your team stay aligned. They also provide a record if disputes arise later.

Automation and Personalization

Scale requires automation. Effectiveness requires personalization. You need to balance both.

Automated Reminder Workflows

Build trigger-based campaigns that run without manual intervention.

Here's a workflow example:

Trigger: Renewal date is 60 days away Action: Send 60-day reminder email Wait: 3 days Condition: If no response Action: Send follow-up email Wait: 7 days Action: Assign task to CSM for phone call

Trigger: Renewal date is 30 days away Action: Send proposal reminder Wait: 5 days Condition: If proposal not viewed Action: Send "did you see this?" email Action: Alert CSM to follow up

Automation ensures nothing falls through the cracks.

Trigger-Based Outreach

Not all outreach is time-based. Some should be behavior-triggered.

Proposal opened? Send follow-up email next day. Proposal not opened after 5 days? Alert CSM. Document signed? Send thank you email immediately. Usage drops during renewal period? Immediate CSM alert. Champion leaves company? Urgent relationship rebuilding.

Behavioral triggers catch issues and opportunities in real-time.

Merge Fields and Personalization

Use merge fields for scale with a personal touch.

Standard merge fields include First Name, Company Name, Renewal Date, Contract Value, CSM Name, CSM Phone, and Days Until Renewal.

Advanced merge fields include Primary Feature Used, Usage Metric, Last QBR Date, and Expansion Opportunity.

The more personalized, the more effective. But balance automation efficiency with personal touch.

Segment-Specific Messaging

Different segments need different approaches. Don't send the same message to everyone.

Enterprise messaging should be longer and more detailed, ROI-focused, use strategic language, and show awareness of multiple stakeholders.

SMB messaging should be shorter and punchier, simplicity-focused, action-oriented, and assume a single decision-maker.

At-risk messaging should acknowledge concerns, be solution-oriented, focus on relationship repair, and include more frequent touches.

Tailor templates to each segment for better relevance.

Manual Touchpoint Integration

Automation handles scale, but humans handle nuance. The best approach combines both.

Day 60: Automated email Day 57: CSM reviews response, sends personal follow-up if needed Day 45: Automated meeting invite Day 43: CSM calls to confirm meeting Day 30: Automated proposal delivery Day 28: CSM calls to discuss proposal Day 14: Automated reminder Day 7: CSM phone call plus automated email Day 2: CSM phone call plus exec escalation if needed

Automation provides structure. Humans provide judgment.

Multi-Stakeholder Outreach

Renewals involve multiple people. Your outreach must too. Don't rely on one champion to carry your message to everyone who matters.

Stakeholder Matrix

Map who to reach with what message, through which channel, and how often.

Stakeholder Primary Message Channel Frequency
End Users Feature value, usability In-app, email Weekly
Champion Success stories, enablement Email, calls Bi-weekly
Economic Buyer ROI, budget justification Email, meetings Monthly + renewal
Decision Maker Strategic alignment Executive outreach Quarterly + renewal
Procurement Terms, process Email, calls Renewal period only
IT/Tech Security, integration Technical outreach As needed

Each person gets relevant messages through appropriate channels at the right frequency.

Parallel Communication

Don't rely on your champion to carry your message. Use a multi-threaded approach.

CSM to Champion (relationship, day-to-day) CSM to Economic Buyer (ROI, value) Executive to Decision Maker (strategic) Support to IT/Tech (technical)

This ensures your renewal isn't dependent on one person who might leave or lose influence.

Executive Engagement

For strategic accounts, executive involvement matters. But use it appropriately.

Engage executives for strategic or high-value accounts, at-risk renewals needing escalation, multi-year deals, and expansion opportunities bundled with renewal.

Here's the approach: Brief your exec on account status and what you need, exec reaches out to customer exec, keep message strategic (not sales-y), and CSM follows up on tactical details.

Executive engagement should feel appropriate, not heavy-handed.

Making Communication Work

The best communication strategy combines discipline with flexibility.

Be disciplined about starting early (60-90 days minimum), following your timeline consistently, documenting every interaction, and using multi-channel and multi-stakeholder approaches.

Be flexible about adjusting pace for customer preferences, adapting messages to situations, responding to unexpected issues, and personalizing despite using templates.

Communication drives renewals. Invest in getting it right.