Fly Buys is on a mission to help Kiwis get even more out of their rewards programme, with a neat new email approach developed with 1-1 and digital specialist agency justONE.
“What makes this different from most other emails is the way in which clear simple design, relevant data, animation, and easy activation is brought together,” says justONE MD Ben Goodale.
“Members will now receive tailored emails showing items on their Fly Buys ‘wishlist’ with a simple one click to the wishlist page – massively simplifying the process and driving awareness and action around using Fly Buys points.”
Loyalty NZ marketing managerWill Innes says the new initiative is an important part of Fly Buys’ ongoing efforts to ensure the best consumer experience for its members. “What starts with an improvement to one communication channel now gives us the opportunity to emulate these great experiences across our app, web, and social channels,” he says.
The brief
“The crux of our brief to justONE was to find a creative solution, that would help to really drive redemption. It was also important that the final output worked to break down the misconception that if you’re not earning regularly, you won’t be able to make the most of our rewards.
“We had a wealth of membership data available to inform the process, which justONE have utilised to fantastic effect. With the development of variations, we’re now able to ensure the messaging is tailored and relevant to all of our members – whether they’re redeeming with points, or points plus cash,” said Innes.
Ben Goodale says the agency is delighted with the uptake the emails have had so far – achieving an impressive 74% open rate within the first two weeks since launch.
“Those figures are well over double industry standard, and show just how engaging the emails are. There’s an art to a great email, and these are great examples – they’re fun, they’re engaging, and they help people connect with and get the most from the programme.
CREDITS
Agency: justONE
Account Director: Paula Castle
Senior Account Manager: Georgie Butler
Creative Director: Stuart Hinds
Creative Director: Drew Ayers
Art Director: Kelly Elcock
Studio Manager: Justin Biddle
Client: Loyalty New Zealand
GM Programmes: Dave Mansfield
Direct & Social Marketing Manager: Will Innes
Campaign Specialist – Brand & Social: Michael Loh
Rewards Marketing Manager: Mary Direen
Campaign Executive – Direct & Social Marketing: Lauren Chalmers
Ark Advance
General Manager: Chris Price
Technical Campaign Specialist: Scott Davies
Technical Campaigns Manager: Ian Pattison,
One Plus One Communications
PR Director: Stephanie Helm (née Lowe)
About justONE
Established in 2006, justONE is an award-winning one-to-one and digital agency with expertise in CRM, Loyalty, 1-1, Retail, Database Marketing, Direct Response and more. justONE works with some of the country’s top brands and is part of the Clemenger Group, Australasia’s largest, most successful marketing communications company comprising more than 50 diverse advertising, marketing and related specialist units in Australia and New Zealand.
About Fly Buys
Fly Buys is New Zealand’s largest loyalty programme with over 2.4 million members and 40+ partners. Every 38 seconds, someone gets a reward from Fly Buys.
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