Insights and Recommendations for Loyalty Program Optimization
Analysis of digital acquisition and loyalty program conversions reveals a positive trend in retention and decreased CPA. Recommendations include assessing new acquisition channel performance, comparing audience profiles, tailoring retention plans for specific converters, updating conversion pages, and seeking feedback from non-profits utilizing similar methods.
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Digital Acquisition Digital Sponsorships 4000 3500 3000 2500 2000 1500 1000 500 0 Jun-17 Jul-17 Aug-17 Sep-17 Oct-18 Nov-17 Dec-17 Jan-18 Feb-18 Mar-18 Grand Total Loyalty Other Note: No paid media used the months of September and October
Loyalty Program - Conversions New Loyalty Sponsorships and Cancels 6000 5000 4000 3000 2000 1000 0 Jun-17 Jul-17 Aug-17 Sep-17 Oct-18 Nov-17 Dec-17 Jan-18 Feb-18 Mar-18 Grand Total Sponsorship #s Cancels Note: No paid media used the months of September and October
Loyalty Program Considerations Began simply to achieve Net Zero Program has run since June but only have two full months of data Retention improves over time and with repeated exposure Our CPA is now closer to $230 vs. $350 two years ago and much lower than other channels
Suggestions on next steps Continue to assess performance of new acquisition channel (as it is still in very early stages) Research other loyalty programs to compare audience profiles (ability to scale e- miles, tap into credit card loyalty programs, etc.) The behavior of swagbucks converters are very different than our standard converters. We should look into treating this group with stewardship and create specific retention plan catered to this group to decrease initial first month drop-off. Examine first month and overall experience this group receives. Update 1-step sponsorship conversion page once conversion occurs to set sponsors up with their online account Assess welcome email files to make sure there aren t discrepancies Consider requesting feedback on campaign success with other non-profit organizations that are now utilizing this acquisition method Continue to assess possibility of scalable CPA given an increase in conversion volume Assessment needed on ROI for cancels and how this could be impacted by decreased CPA Assess audience behavior and how point structure affects.
