Every Touchpoint is a Uniquely Creative & Strategic Communication Opportunity
When creating and sustaining an ongoing dialogue with your audience through a triggered lifecycle it’s imperative to maintain a consistent voice while recognizing the unique value of each message. Embracing what the brand and program offers in order to maintain and grow member engagement is a balance of personalization, timely innovation and consistency from one conversation to the next along that journey.
Stories that can aspire to engage and inspire action must take advantage of a brand’s unique characteristics and personality. Success is a shared purpose of creative storytelling & functional design. Creative design, personalized, relevant and timely content with subtle animations constantly delivers refreshing communications which bring the brand character to life and celebrates the features and benefits the rewards program provides producing higher registration and engagement rates.
The implementation of unique emails and annual cardholder events as seen below engaged audiences through different approaches. The “Activity Summary” email stood out for it’s personalized, data driven dashboard-styled content which highlighted the cardholders activity, drew parallels to the overall cardholder base activity and provided fun facts, insights and recommendations with links further immersing the recipient in the broader potential the program offers.
The “Passport to a Million Points” campaign broke through by offering cardholders chances to earn entries to a new contest wherein any and all engagement was rewarded with ballots to win a million rewards points. Results included a unique open rate of 58%, and unique click through rate of 21%. As with most CIBC Rewards emails and initiatives, fully responsive email deployments were often supported with banner ads, social posts, tweets and customized home pages.
paolo bugatto • creative 