We hoped to evolve the existing member experience focusing our exploration on Lifecycle communications, a messaging sequence ripe with behavioral and stay data. Currently, the basics are met but opportunities are missed. Members receive a concise notification email that highlights their potential for tier graduation. Regardless of how they choose to react or engage, the same email arrives 30 days later. We wanted to take a different approach in which a unique set of member actions should deliver a unique experience.

Through the lens of one critical touch point, the Nearly Platinum hurdle, we wanted to showcase how we can evolve this trigger in light of current constraints. We wanted to evolve messaging beyond notification to provide a relevant set of communications that motivates rather than simply informs—informs Gold Elite members that they are over halfway to Platinum Elite status and motivates them to keep staying by teasing the offer.

ANNOUNCEMENT
Updates members that they are eligible to register for the promotion and can take immediate advantage of a Platinum Elite status preview for the rest of the year.

GUIDE
Personalized communications aimed at guiding and motivating members through their entire journey to Platinum Elite status.

CELEBRATION
Congratulates members for reaching Platinum Elite status and rewards them for their achievement with a nice gift or points.