Replenishment and Renewal

Use this skill only after applying the 00-email-marketing-guardrails skill (../00-email-marketing-guardrails/SKILL.md).

What and why

A replenishment flow reminds a customer near an observed repurchase point, while a renewal flow helps a subscriber act before a real expiry or renewal date. [KL-REPLEN-01][MC-RENEW-01]

When and where

• Derive replenishment timing from actual product- and customer-level buying cycles rather than a generic interval. [KL-REPLEN-01]
• Trigger renewal messages from the authoritative contract, membership, subscription, or expiry date and keep billing/service notices distinct from optional promotions. [MC-RENEW-01][BRAZE-TRANS-01]

How

• For renewal, use Mailchimp’s published baseline when the business cycle supports it: a soft reminder 45–60 days before expiry, a stronger reminder at 30 days, a deadline alert at 7–10 days, and a final notice 1–3 days before. [MC-RENEW-01]
• State the item or plan, renewal/expiry date, price and material terms, consequences of action or inaction, and the exact CTA. [FTC-01][MC-RENEW-01]
• Stop or change the sequence immediately after renewal, repurchase, cancellation, opt-out, or ineligibility. [HUB-WF-01]
• Branch by product consumption cycle, plan, tenure, loyalty tier, payment state, or contract owner using verified data. [KL-REPLEN-01][KL-VIP-01]
• Measure repeat purchase or renewal rate, retained revenue, churn, timing-to-renew, margin, support contacts, and complaints. [BRAZE-METRIC-01][MC-CONV-01]