Texting Drives Subscription Renewals at Manhattan Theatre Club
For its subscription renewal campaign, Manhattan Theatre Club decided to test a new channel - peer-to-peer (P2P) texting. Unlike impersonal mass text blasts, P2P texting enables real human-to-human conversations through personalized, one-on-one text exchanges.
The Goals
Manhattan Theatre Club (MTC), based in New York City, had never used peer-to-peer texting before to communicate about subscriptions. With the early renewal pricing deadline just two days away, they wanted to create a sense of urgency and drive immediate action.
The Approach
DCM sent out 994 customized text messages to subscribers who had not yet renewed for the 2024-25 season, alerting them to the looming deadline to lock in the best rates. Each text included a phone number so recipients could text or call back with questions, providing an added element of customer service and personal engagement.
The Results
994 personalized messages sent
250 subscription orders made (26% conversion rate)
98 SMS conversations (10% engagement rate)
21 opt-outs (2% opt-out rate)
At that point in the campaign, texting drew a significantly stronger response than the traditional mail (206 mailed subscription renewals v. 250 subscription renewals in direct response to text)
The Keys to Success
Creating an urgent, time-sensitive call-to-action
Having real humans ready to personally correspond
Allowing recipients to easily continue the conversation via text or phone call
Including a web link for subscribers to renew online
Maximizing ROI through peer-to-peer texting's inherent minimal cost structure
The Takeaway
MTC's experience demonstrates the efficacy of P2P texting, especially for renewals. The high-touch, personal nature of the one-on-one communication helped strengthen relationships and drive impressive renewal numbers. The ROI for a program of this kind is extraordinary given the incredibly low cost of texting and the high return of more than 200 subscriptions sold. When done right, it’s appreciated by patrons for it’s convenience and personal touch.
Want More?
For more information on DCM’s peer-to-peer texting services, contact your DCM Strategist or Amanda Zook, Director of Business Development (azook@dcmtm.com).
