July 4th Special Renewals campaign · Results from the supplied performance brief, prepared July 10, 2026.
My role
Weiss Ratings · Senior Retention Manager
At Weiss Ratings, I lead subscription retention and renewal strategy, set the test plan, and manage a Retention Marketer. For this campaign, I changed how we presented the renewal offer.
The customer decision
Existing subscribers were being asked to make a renewal decision through a long-form editorial letter. The control led with the editor’s relationship and authority, used text-link calls to action, and introduced pricing later.
The new version put the offer earlier in the email so subscribers could see the price, compare their options, and renew.
What changed
01 / CLARITY
Lead with the offer.
Bring the pricing choices toward the top of the message.
02 / CHOICE
Make options visible.
Show the renewal options side by side.
03 / ACTION
Make the buttons easy to find.
Replace subtle text-link emphasis with prominent gold buttons.
This tested the redesigned campaign as a whole, including its offer presentation and bonus incentive. It does not isolate the effect of button color or any other single element.
The creative
Compare the purchase-focused redesign with the existing editorial control. These are excerpts from the supplied campaign archive.
The measured result
| Metric | Result |
|---|---|
| Total sends | 43,446 combined (21,704 Control A + 21,742 VerB) |
| Unique buyers | VerB: +61.5% compared with Control A |
| Revenue per send | +45.0% ($0.484 → $0.702) |
More buyers. More revenue per send. VerB brought in 61.5% more unique buyers and 45.0% more revenue per send than the control. These are observed test results; statistical significance was not established in the supplied brief.