How Upside boosted email CTR by 96% with a personalized loyalty program
Upside, a retail cash back platform, built a strong marketing technology foundation with Census + Iterable + Snowflake, then collaborated with solutions partner Ragnarok to design a personalized loyalty program that improved Click Through Rate by 96%. They leveraged their customer data to create and test 80+ message variants to optimize the program.
Upside is a retail cash back platform that increases the financial power of people and businesses in the real world. Since 2016, they’ve helped millions of people get more purchasing power on the things they need, and tens of thousands of brick-and-mortar businesses earn measurable profit.
Results
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Hyper-personalized loyalty program: Using Census, Upside's team now has access to all their Customer 360 data in Snowflake, and they can quickly and easily sync data to Iterable to power all their personalized emails and messaging experiments.
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More powerful audience segmentation: The marketing team can now build audiences on top of Snowflake using Census Audience Hub, enabling them to target new user segments with a self-serve, no-code UI designed for marketing teams.
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Improved advertising ROI: Upside can easily use first-party data to exclude existing users from ad targeting to improve ROAS, and retarget churned users across marketing channels.
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More consistent customer experiences: Upside unified their picture of the customer across internal tools to help provide seamless brand experiences. Specifically, they synced merchant data to Salesforce so customer-facing teams have complete context during customer interactions, and enriched Zendesk with historical and real-time first-party data to improve support.
The Solution
Unified, simplified audience building with Census
After implementing Census, Upside was able to supercharge their Iterable account with access to all their 360° customer data in Snowflake. Now, marketers only needed to build audiences in one place upstream from their business tools, while Census automatically updated audience membership with its real-time syncing capabilities. Rather than manually uploading audience data into tools such as Zendesk or Facebook, Upside could rely on Census’s automation and streamline operations.
Upside automated audience targeting with Census, so their customers would always receive the right message at the right time
Deploying a Loyalty Program with Ragnarok
With the technical infrastructure in place to build and activate more granular audiences, Upside leaned on Ragnarok’s CRM services to strategically improve their personalization efforts. Thanks to Ragnarok’s expertise in handlebar logic, Upside deployed through Snowflake + Census + Iterable a comprehensive lifecycle campaign centered around purchase behavior.
The one month sequence triggered 27 possible messages (across email, in-app, and push) depending on how the user progressed through the program. With a goal of making a certain number of purchases, the user would get updates throughout the month to track their progress and encourage completion. Should the user hit the desired purchase threshold, Upside would give loyalty rewards to be used the following month.
Upside's app now serves personalized loyalty offers based on past behavior
Experimenting with Iterable Journeys
Thanks to Iterable’s marketing automation capabilities, testing different variants and sequences of the loyalty program was effortless. Ragnarok was able to lean on Census to sync the necessary behavioral data into Iterable, and orchestrate the complex messaging sequences in Iterable. With three separate variants of the program being tested, Ragnarok was able to efficiently build and analyze 80+ message variants to optimize the program. Utilizing Iterable’s testing suite, Ragnarok was able to improve the Click Through Rate of email campaigns by 96% month-over-month.
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