Send 50% discount one week before member's birthday

Celebrate the special occasions in your members' lives. Take advantage of events that happen only once a year to reach out and connect. Birthdays are highly memorable. So are Mother's Day and Father's Day. How about the anniversary of the member joining your loyalty program? Celebrating special occasions with members makes them feel appreciated and valued.

Strategy

Send a 50% discount one week before a member's birthday.

Here’s the scenario: One week before a member’s birthday, you want to send them an offer of a 50% discount on a single item in your brand’s catalog. Let’s look at how this is done in the SessionM platform.

SessionM solution

The SessionM loyalty platform enables you to forge stronger, more loyal and more profitable relationships with your members. The platform provides an integrated set of capabilities - including data management, loyalty management, offer management, campaign orchestration, and analytics & optimization - that enable you to build compelling member loyalty programs.

Key modules

The strategy described in this article uses the following modules:

Offer
Management

  • Single use, multi-channel closed loop offers
  • Define offer type, value and restrictions
  • Select eligible menu items
  • Real-time validation at POS
  • Comprehensive offer reporting and tracking

Campaign
Orchestration

  • Manage scheduled and behaviorally triggered campaigns across email, push, SMS, digital channels
  • Real-time interaction management
  • Rules-based promotions
  • Centralized and actionable campaign analytics

See SessionM Features for a full discussion of SessionM platform features and functions.

Implementation workflow

The following procedure describes the workflow for implementing the loyalty program described in this article. The procedure captures the workflow at a high-level, providing you with a sense of the scope involved in implementing this program in the SessionM platform.

Take note

As you follow this workflow, note the use of a scheduled delivery for the promotional email. Using the SessionM platform, you can send messages according to a schedule, or you can send a message when members perform a designated action (called an event). For example, you could schedule a message to be sent Monday morning at 10 targeted to an audience determined by attributes in the member profile. Alternatively, you could trigger a message to be sent when a member exceeds a defined spending threshold.

In this strategy, the email recipients are determined by selection based on attributes stored in the customer profile, and not by an action that a member performs. Therefore, you use a scheduled message rather than a triggered message.

For step-by-step procedures for implementing the functionality in a SessionM module, see the Procedures section in the SessionM Help Center.

Step 1. Offer Management module: Define the 50% off offer

  • Create the “Birthday Discount” offer. Set the offer as a 50% discount. If the member buys more than 1 item, configure the offer so that the discount is applied to the higher-priced item (it is their birthday after all). Set today as the start date for the offer, meaning that the member can redeem it immediately. Set the redemption period to 1 month from now. The offer is valid for one month from their birthday.

  • Apply a restriction to the offer that prevents it from being offered to the same member more than once in the same year.

  • Select the products in your brand’s catalog that qualify for the discount. You may want to limit the offer to a certain set of items, or you may want to make your entire catalog eligible for the discount.

  • Publish the “Birthday Discount” offer. The offer is now active and ready for use in a campaign.

Step 2. Campaigns module: Define the birthday messaging campaign

  • Create a messaging campaign that delivers the birthday offer to qualifying members. Name the campaign and set its end date to a date far in the future. This is an evergreen campaign, which runs continuously.

  • Target the campaign. Use the Birthday attribute to select members whose birthday occurs in 7 days. For each day that this campaign runs, SessionM generates a new target audience whose birthday is one week away.

  • Add the message that you want to deliver to your members.

    • Set its delivery method to scheduled. Configure the message to be delivered daily. The message is sent every day, but to a new set of members whose birthday is one week from today.

    • Select a message provider, which is the third-party service provider that delivers the email to your members.

    • Select the template that provides the content of the birthday message.

  • Select the offer to send with the message. Use the “Birthday Discount” offer you created in the Offers Management module in step 1.

  • Launch the campaign. The campaign runs until that distant date that you set in the runtime. Each day, SessionM identifies the members whose birthday is in 7 days and emails them the "Birthday Discount" offer.

Analysis

Successful loyalty programs adapt and evolve. It’s crucial to evaluate your program to determine where it is performing well and where it needs to improve. Built on a series of intuitive dashboards, the SessionM Insights reporting & analysis tool enables you to understand program performance by measuring key performance indicators such as customer spend and customer frequency.

This strategy uses an offer. Using Insights, you can examine valuable metrics related to offers.

  • On an individual offer level, you can find information about how many times the offer has been issued, redeemed, expired and revoked.

  • Additionally, Insights provides information on the total offer performance, which includes metrics such as total offers issued over time, redeemed over time, expired over time and current offer redemption rate.

For detailed information on SessionM Insight features and functionality, see About Insights in the SessionM Help Center.

Key takeaways

Engage. And engage again.

Successful loyalty programs continuously engage and re-engage with their members, triggering repeat purchases and building lasting loyalty. Using the SessionM Campaigns module, reach out to your members on special occasions to create a lasting impact and build emotional loyalty.

Entice with offers

Incentives provide strong motivation to buy from your brand. Using the SessionM Offers module, you can create a wide array of offer types that you can personalize to your members' buying traits.