Fly Buys rejigs email

Fly Buys rejigs email

Fly Buys has vamped up its email service with the help of agency JustOne. Will the investment pay off?

Fly Buys has made a few innovations to its service lately, having published a new and improved flyer-turned-magazine, and now it’s launched a new email approach developed with one-to-one agency JustOne.

The update is typified by a simple and interactive design, which aims to give shoppers the best possible user experience.  

Loyalty New Zealand marketing manager Will Innes says the new initiative is an important part of Fly Buys’ ongoing efforts to ensure the best consumer experience for its members.

“What starts with an improvement to one communication channel now gives us the opportunity to emulate these great experiences across our app, web, and social channels,” he says. “The crux of our brief to JustOne was to find a creative solution, that would help to really drive redemption. It was also important that the final output worked to break down the misconception that if you’re not earning regularly, you won’t be able to make the most of our rewards.”

He says Fly Buys has a wealth of membership data available to inform the process, which JustOne made great use of. “With the development of variations, we’re now able to ensure the messaging is tailored and relevant to all of our members—whether they’re redeeming with points, or points plus cash,” he says.

JustOne managing director Ben Goodale, says he’s delighted with the uptake the emails have had so far—achieving an impressive 74 percent open rate within the first two weeks since launch.

“Those figures are well over double industry standard and show just how engaging the emails are. There’s an art to a great email, and these are great examples. They’re fun, they’re engaging, and they help people connect with and get the most from the programme.”

This new approach comes only a month after Fly Buys gave its well-recognised catalogue a face-lift, courtesy of Tangible Media, turning the flyer-fashioned publication into a classy magazine.

The launch of this updated service comes at a time when Fly Buys is moving into the e-commerce space. And because this space is well serviced by big organisations already, Fly Buys will have to ensure that its offering is as slick and effective as possible.  

This story originally appeared on StopPress.