Building loyalty with automated rewards messaging
Rewards programs are key to building a relationship with fans and customers. Of course, consistently delivering valuable rewards is challenging. This automated email and push notification campaign helped the Premier Lacrosse League (PLL) reinforce the value of their rewards program and increase customer loyalty.
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Challenge
The Premier Lacrosse League’s “PLL Nation” rewards program lets top fans unlock exclusive monthly merch discounts.
With discounts delivered via in-app profile, fans often missed the code, never cashing in on the value of their hard-earned reward.
Strategy
Our team created an automated messaging journey to notify members of new rewards and make it easier for them to redeem discounts.
We used Braze catalogs, dynamic content cards, and liquid scripting to deliver personalized rewards emails and push notifications.
Results
This automated journey increased usage of rewards discounts by 34% and contributed to a 25% increase in member LTV. Today, rewards members have an LTV 3x that of non-members.
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Braze Tools: Catalogs, Canvas, Liquid scripting, HTML email design
Messaging Channels: Email, push notifications, content cards, and in-app messages
Organizing and distributing 108 unique discounts
Each month, "Captain," "All-Star," and "MVP" level PLL Nation members receive a unique discount code.
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To automate the delivery of these discounts, we needed a way to accurately track and message members by their current status.
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Our team worked with product and data teams to convert in-app data points into custom Braze attributes and events.
One dynamic template to power 36 personalized emails
It was critical that discounts remain exclusive to members. This required the delivery of unique codes every month.
Using Liquid scripting, we created Braze templates to personalize the copy of each rewards email and push notification.
On delivery, the template inserted each member’s specific code, it’s expiration date, and a unique link that would apply their discount in the PLL Shop when clicked.
Ensuring members never miss a new reward
Using these dynamic email and push notification templates, our team created a Braze Canvas to automate the delivery of monthly discounts.
Members received their new discount on the first of each month and behavior-based follow-up messages: If members did not use their discount, they would receive additional reminders throughout the month and in the days leading up to the discount’s expiration.
If a user leveled up to a higher rewards tier, audience filters would ensure fans were made aware of their new rewards and status.
Dynamic reminders that reinforce clear, consistent value
Our team wanted to keep the value of membership front and center. For both existing members and non-members alike.
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Our team created dynamic email headers to ensure all PLL fans were aware of the rewards they could be earning as members.
Results and takeaways
Automated messaging can be a powerful way to ensure rewards members never lose sight of the value they've earned. By creating dynamic templates, we increased the use of monthly member discounts by 34% and contributed to a 25% increase in member LTV.
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Other highlights:
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Over the course of two years, these tactics contributed to a 170% increase in member LTV.
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The PLL team continues to see that automated reminders that are personalized for rewards members are 8-12x more likely to be opened than generic offers.