Bringing Real Rewards to Life Produces Results
A new approach to targeting and engaging cardholders across 13 different card products emerged through evolving from a ‘generic’ to ‘dynamic’ data driven email program. Communications became more relevant and personalized, delivering content which reflected both the timely purpose of the trigger and distinct behaviors of each individual cardholder.
The creative was driven by actual cardholder experiences, and thus continually provided windows to a world of possibilities offered by the program.
Several built-in enhancements and functions kept customers aware of what they could attain and educated on how to attain resulting in deeper participation and increased levels of earning and rewarding.
Exceptional results illustrate how delivering relevant content to the right audience at the right time has set RBC apart from their competitors, with open rates as high as 51% versus the enterprise avg. open rate of 39%. First time redemptions doubled with prompts, while repeat latency prompts enjoyed a 4% lift. This campaign also produced a 40% reduction in closed accounts and an overall increase in purchase and redemption activity since launch.
paolo bugatto • creative 