The Email Wars

e-miles: “Miles are the crack cocaine of the affluent”

Loyalty programs with miles work across all niches. Using programs that reward with airline miles show a higher loyalty value than other programs.

Every reward and program is done with email.

Borders Rewards: 20 million participants in the program whom get a weekly Rewards newsletter

105 million emails and click through of 19.8%, Demo is younger or older, but the 40-50 falls off.

Member participation:
Airlines invite their 15 million members, to join you complete your profile, ask frequency rates, send a double optn in email that rewards them off the bat by confirming (as they had some issues with the emails getting read), and then the campaigns start.

Email is used weekly to remind of earning opps. 25% of members respond to earning opportunities.

To earn 5 miles, you need to COMPLETE the action. Now wether that is watch a 30 second ad, take a survey etc, you must do it all. Now to earn 5 miles, that’s the equivalent of $5 on your credit card spend, you need to take 3-5 minutes. I am personally interested to see why I would have additional time each day to answer these surveys for 5 miles. Many others in the audience could not see how 5 miles would be attractive to them.

He reports that these actions lift brand awareness as well as “intent” to purchase. I am always on the fence about the “intent” to purchase factor. I like the measurement of what was the lift on sales as a measurement personally. The ROI….