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Rewards Network is a loyalty company that enables members to earn rewards from major airlines, hotels and retail brands partners when they visit a participating restaurant, bar or club. Anemic engagement had affected the program, partly due to the inefficacy of our emails (the company's primary marketing channel). As one of my final projects before leaving the company, I led the redesign of all the partner emails.
The volume of emails consumers receive a day is staggering. Inboxes are inundated and the bar is high, as such, we as Marketers have to rise to the occasion with more engaging and meaningful creative. This was the driving force behind this redesign—to challenge consumers to rethink the purpose of earning rewards and nudge them to act by visualizing the extraordinary moments that can be made through the simple act of dining. Far more than a facelift, this creative strategy was meant to accomplish specific business and user goals.
To further support the creative strategy, we would combine striking food photography with happy patrons enjoying themselves at various restaurants, bars, and clubs. This approach puts the focus on consumer experiences, in an effort to encourage members to participate.
Elevate the caliber of the design, rewrite subject lines, and establish a benefit-driven copy direction in order to encourage consumers to act
Resolve usability vulnerabilities, specifically those emails that scored low in the areas of responsiveness and brand recognition
Ensure the new emails are a visual extension of the partner’s branding, not a complete departure—which they were at the time
New member prospects receive an initial email to incentivize their first dine with a bonus offer. Evocative imagery is used to draw the reader into the bonus content, then to participating restaurants, bars, and clubs located within a 10 mile radius.
If no dining activity has been detected after the Activation email, the Ways to Dine email is sent as a reminder. Other convenient ways to earn rewards (aside from dining out), are prominently featured to intrigue prospective members and incentivize them, again, to act and earn.
If the prospective member still hasn’t dined after receiving the first two emails, the More You Dine email is sent. The messaging is more direct with a focus on earning more.
This is the final email sent to prospective members during the last week of bonus eligibility. Meant to convey a sense of urgency, the design is purposefully void of photography, as the copy is the main feature and is emphasized by overlaying a highly contrasting background color for maximum visibility.
