Citi sought to increase engagement and marketable email addresses with its ThankYou® Rewards program, to provide cardholders with valued benefits and to encourage customers to develop ongoing habits for frequent point redemption. “Earn and burn” behavior stimulates card loyalty and retention. Citi also wanted to maximize customers’ card choice as “first out of the wallet” when choosing payment method.
Javelin creates captivating cross-channel digital campaigns for the ThankYou Rewards program to drive engagement, increase sales, site activity and points redemption. Each campaign reflects the rich breadth of redemption options, by card type, through dynamic, personalized content. The ThankYou Rewards program supports the broader Citi goals for each card type across multiple co-branded partner and Citi categories.
Timing and cadence are planned so that cardholders are presented with a variety of timely, seasonal and relevant offers based on ThankYou Rewards segment and individual activity, including point balance, redemption history and spend behavior. In-depth campaign analysis across multiple data points constantly monitors program performance and identifies optimization opportunities.