SONY REWARDS MIGRATION TRIGGERS

How to turn engagement up to 11.

THE CHALLENGE
Tuning out. That’s a natural reaction over time, for large portions of every marketer’s audience. So for Sony Rewards, with their diverse membership, how could we rekindle the flame?

THE ANSWER
Avoid the breakup altogether. Instead, identify newer users at risk of going inactive BEFORE they become fully disengaged. And then? Trigger a low-hurdle offer – tailored to what they love.

THE WORK
More signal, less noise, smarter responsive email (and landing pages). By targeting specific audiences, we show AND tell members reasons to believe again – using whatever iconic SONY device they connect with. 

THE RESULTS
Making it personal counts. Open rates for the initial triggered launches averaged in the 30% range, with consistently double digit clickthrough rates – far above Business As Usual numbers. Click-to-Open rates ranged as high as 44.21% for select audiences.