Home / Case Studies /
We recently caught up with our Renewals Manager…
…to talk about his role at ESco and his experience working with renewals and customer communications. Having joined the business in 2010 and worked across various departments, Wesley Atkins brings a practical understanding of how systems, data and delivery work together behind the scenes.
Today, he focuses on helping clients improve customer communications, particularly around renewals and ongoing engagement. We asked him a few questions about what makes a difference in practice and how a more joined-up approach can help.
How would you explain your role to someone outside the industry?
I focus on helping our clients retain and engage their customers, particularly around renewals. That means managing communications at key decision points, making sure they’re timely, relevant and aligned with the wider customer journey. While print still plays an important role, it’s really about using the right mix of communications to get the best result.
I also support clients with the practical side of things, from shaping ideas through to artworking and delivery, ensuring everything feels consistent and on brand.
Emma Kelly, Senior Account Manager, Air Business“His turnaround time, accuracy and patience has been superb. We literally couldn’t have progressed the amount of work we have achieved without him.”
What’s something people often misunderstand about renewals or customer communications?
One thing I hear a lot is that print is becoming obsolete, but that’s not what I see in practice. Emails are easy to ignore, filter or miss entirely, whereas physical communications are much harder to overlook, especially when they’re well timed.
The most effective approach is usually a combination of channels. A joined-up renewal journey tends to perform much better than relying on a single touchpoint.
JICMAIL, Response Rate Tracker 2025Industry data from JICMAIL shows that mail continues to achieve high levels of engagement, with the majority of items being opened, read or interacted with.
What makes the biggest difference when getting customers to renew?
It really comes down to making customers feel valued. If someone has been with you for a while, they don’t want to feel like they’re getting a worse deal than a new customer. That can quickly put people off renewing.
Clear, fair and well-positioned offers, alongside straightforward messaging, make a big difference. It’s about recognising that existing relationship and making it easy for people to continue it.
Sean Heaney, Campaigns Manager, Nat Geo Kids & Nat Geo Little Kids“From the outset, he got to grips with our brands and offers almost immediately, which made the whole process feel seamless from day one. […] Wes’ efficiency in crosschecking the data we provided gave us real confidence, and his helpful feedback along the way made each subsequent send smoother than the last.”
Where do you most often see things going wrong and what’s usually behind it?
In most cases, it comes back to data and segmentation. If you’re not making full use of your data, it’s much harder to deliver the right message to the right audience at the right time. Communications can quickly become too broad or outdated, especially if renewal journeys are left unchanged for long periods.
Keeping data clean and up to date, alongside regularly reviewing content and messaging, can make a big difference to how effective communications are.
DMA, Consumer Email Tracker 2023Research from the Data & Marketing Association shows that campaigns using multiple channels consistently outperform those relying on a single touchpoint.
How does ESco help improve that process for clients?
We work closely with our clients as a partner, rather than just delivering a service. There’s a lot of experience across the team, so we’re able to bring a broader perspective on how data, systems and communications fit together. That means we can support not just the delivery, but the thinking behind it as well.
We often act as an extension of our clients’ teams, helping to shape the approach, improve segmentation and make sure communications are as effective as possible.
Sean Heaney, Campaigns Manager, Nat Geo Kids & Nat Geo Little Kids“Most importantly, his keen eye and attention to detail made a tangible difference to our business. Our direct mail sends to lapsing customers have been a real success – helping us retain subscribers who might otherwise have dropped off and protecting revenue that would otherwise have been lost.”
Renewals and customer communications work best when everything is connected…
…the data, the messaging and the delivery. When that’s in place, it becomes much easier to create communications that feel relevant and well timed, and that’s what ultimately drives better engagement and retention.
Want to know more?
To find out more about how ESco supports automated customer communications, visit our solutions page or contact Wes to see how we could help with your business.
