Email marketing automation is all about sending the right message to the right audience at the right time. Which is exactly what First Florida Credit Union looked to do with their recent Diamond Rewards Visa Credit Card promotion. Keep reading to find out how First Florida Credit Union accomplished this goal through Delivra.
First Florida’s Diamond Rewards Visa Credit Card promotion offered bonus points for purchases made after a certain number of transactions were reached during a two month period. “The goal of the promotion was to reactivate dormant Diamond Rewards Visa Credit Card holders by encouraging transactions,” explains Liliana Chaves-Klaase, Digital Marketing Manager at First Florida Credit Union. An incentive of two times the reward points for every dollar spent during the promotional period was used to motivate members to pay for their purchases using their Diamond Rewards Visa Credit Card. To qualify for double rewards points, a minimum of 30 transactions during the promotional period was required. Because First Florida sends a daily data feed to Delivra they were able to create a responsive automation that monitored, encouraged, and rewarded their customers’ behavior along the way.
To launch this promotion in Delivra, First Florida Credit Union first had to think through these details:
- How to organize the customer data that was needed in Delivra (a custom table created specifically for this purpose)
- How many transactions were needed to achieve the bonus points
- When the promotion was going to run
- What audience qualified for the promotional offer
- How and when to check in on the progress during the two month period and encourage participation
Once the details were worked out, First Florida used Delivra’s drag and drop editor to create beautiful emails to be used in the automation.
They created one email to launch the automation and then follow up emails to send once customers hit specific transaction milestones. These emails had eye-catching subject lines and preheaders to stand out in inboxes and the content reminded customers of the promotion and encouraged use of their Diamond Rewards Visa Credit Card to earn the bonus points.
First Florida then used Delivra’s automation builder to create a workflow to monitor the progress of the promotion. The automation workflow started with the launch email, paused for a week, and then for the next 7 weeks continuously evaluated how many transactions the contacts made. Once contacts hit a certain transaction milestone (between 10-19 transactions, for example) they automatically received an email to celebrate their progress.
All along the way the Delivra customer success, training, and implementation teams worked with the First Florida marketing and data teams to strategize on best practices, dealing with edge cases, automation set up, and doing a test run before launch. “Delivra provided outstanding support and training before, during, and after implementation. First Florida’s marketing team and Delivra’s automation specialist met to ensure that the automation functioned as intended. This collaboration contributed to a successful campaign,” says Chaves-Klaase.
By utilizing Delivra’s marketing automation platform, First Florida Credit Union was able to drive customer behavior and have a blueprint in place for future promotions. “Using Delivra’s marketing automation platform, we successfully engaged dormant card holders and significantly increased transactions. Our positive experience prompted us to target three more automation campaigns for different product/business goals in 2022,” added Michelle Troha, SVP of Marketing at First Florida.
