BalticMiles is a leading multi-partner loyalty program operating in the Baltic States and also in markets of Finland and Russia. It’s well known in the loyalty industry for its ambitious spirit and has already received several global acknowledgements, including two 2012 Freddie awards, which are considered to be loyalty-industry Oscars.
BalticMiles members can collect points for flights, hotel accommodations, car rentals, restaurants, beauty and spa treatments, health care, telecommunications and financial services, as well as by shopping at more than 450 international online merchants through the online affiliate program. Points collected can be exchanged for flight tickets, leisure and adventure activities, music downloads, and products from the BalticMiles online shop.
BalticMiles needed exceed member expectations by creating an innovative campaign and increase BalticMiles card usage.
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, based on the member’s previous three-month performance.
At launch, the personalised 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.
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.
Read the full case study here.