Case Study: American Association of Airport Executives (AAAE) achieves 93% member renewal rate and $73,000 in event revenue with Higher Logic

AAAE Uses Marketing Automation to Increase Revenue and Retention

The American Association of Airport Executives (AAAE) sought to modernize member outreach in 2017 to boost event registrations and on-time membership renewals. Facing reliance on traditional, mail-based campaigns, AAAE needed a digital, timely, and personalized approach to increase retention and early event sign-ups.

AAAE deployed marketing automation: a four-month personalized renewal workflow (emails plus a follow-up call) and a web‑behavior triggered, five-email “abandoned cart” nurture for event registrations. The results: a 93% renewal rate with 65% of members renewing after the first email, a 25% increase in early event registrations, $73,000 in additional non‑dues revenue, 50% email open and 17% click rates, and the highest event attendance in five years.

American Association of Airport Executives (AAAE)

Beth Arrit

Staff Vice President, Marketing