Earlier today at a loyalty conference, there was discussion about how to best communicate with members. I suggested that emailing your members doesn’t mean they understand what you’ve sent. Open rates don’t mean they’ve even read it. And click throughs aren’t the same as internalizing your message.
There are different layers of important when a program communicates. And for the messages they really want to get through, they need engagement. I reminded the audience of some past strategies that programs have employed, like Northwest’s Worldperks University. You’d read something about the program, answer a quiz, and earn 100 miles. That’s one strategy to get members to interact with specific information.
Continental Onepass used to frequently offer 100 miles for going to a website dedicated to a specific offer. You’d learn about what they wanted you to know, enter your mileage number, and… usually the points wouldn’t post.
The managing director of Delta SkyMiles, on the panel, chimed in that they weren’t going to bring back Worldperks University. And of course there’s no reason that’s the exact right answer. But it was sure interesting to see American’s AAdvantage University pop up this afternoon! (HT: Free Stuff Times)
Here you can earn up to 1000 American miles by picking a destination and clicking the ‘learn and earn now’ button.
There are 6 courses for which you can watch videos and take a quiz, earning you points.
It’s not a single question, but it’s not just 100 miles either, and it’s an interesting way to generate program engagement beyond sending out one-directional emails to education you about the program.