A primary goal of the “We Love to Give You More” campaign was to modernize the traditional membership-tier-level systems used in frequent flyer programs—for example, you fly a certain amount of times each year, you reach a certain status, and next year you have to requalify. BalticMiles’ new campaign aimed to provide a more dynamic, faster way for members to earn acknowledgements. The rationale was that since every person is different, and each day consumers are demanding a more personal approach, loyalty programs should be customized for each individual.
With that in mind, BalticMiles created a campaign that gives each program member a unique target of how many points he or she has to earn within a set time period, with the target being set based on the member’s previous three-month performance. When the target is met, the member is rewarded a certain amount of bonus points that depend on each individual target. For example, if you earned 1,000 BalticMiles points from August to October, your target would be to earn 3,500 points during the new campaign. If you reached this threshold, BalticMiles would give you an additional 1,750 bonus points as a reward. Points could then be exchanged for a variety of rewards, from free flights to digital downloads.
To execute the campaign, BalticMiles connected IBM Marketing Cloud with a custom-built Web platform. Each program member who was subscribed to BalticMiles’ email communications received a newsletter with a unique target and reward. By clicking on the link in the newsletter, members are automatically logged into the custom-built platform on the website, which uses IBM Marketing Cloud functionality to customize the experience and instantly serve up a personalized video that plays in one of five supported languages. BalticMiles tracked eight behavioral touch points in the customer flow (opens newsletter, clicks link, watches video, makes a transaction with card, etc.) and sent out six subsequent follow-up newsletters over the campaign period.
To create a truly personalized and motivating mission for all BalticMiles users, it divided participants into segments that took each person’s activity and spending levels into account. It then designed individual tasks for each segment. Upon completion of a task, the results are synced with the database and participants are given an option to share on Facebook and attract new clients to join BalticMiles.
Since BalticMiles’ revenue comes from the points its members earn with BalticMiles, increasing members’ activities with the card was this campaign’s main objective.
At launch, the personalized campaign invitation video notched a record newsletter open rate, with more than 75,000 viewing the video—25 percent of all newsletter recipients. In addition, almost 25,000 users clicked in the email and visited the campaign website. “In this campaign, BalticMiles has competed against not only the industry, but most importantly, ourselves, tallying impressive open and entry rates,” says Jānis Zeps, Digital Marketing Manager, BalticMiles. Our results show open rates up to 48 percent and a 22 percent entry rate. It’s a great beginning for future BalticMiles crowdsourcing successes.
Three weeks after the initial mailing, BalticMiles segmented the users even further, sending a message with a different subject line and email body to those who didn’t open and click the previous email. That message tallied a 53 percent open rate and a 16 percent click rate (for a group of 36,000 people).
Five percent of the most active database segment multiplied their already high number of points earned (within the regular three-month period) by 3.5 times as a result of the campaign. Even one out of five VIP members actively engaged the campaign, an impressive feat given the high-level businesspeople and politicians that constitute much of this group.
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