Rocketmiles Uses Mail to Make Travel More Rewarding
Customer loyalty can often be fickle, but not when benefits keep getting piled on, as in this direct mail piece.
Mailer Name: Rocketmiles
Date Mailed: March 2016
Rocketmiles is a startup that lets travelers earn frequent flier miles in airline programs when booking hotel stays through its website. Founded in 2012, it was acquired by Priceline in 2015 and represents a challenge to hotel loyalty programs. The company carefully curates the hotels on its booking list.
This self-mailer targets members of American Airlines AAdvantage program. The front panel shows a woman and man standing on a beach. It addresses the frequent flier personally, “Book your first hotel with Rocketmiles and earn 4,000+ AAdvantage miles.”
Inside, the spread explains more about the offer. But first, the headline at the top of the left panel restates the basic offer. Next, the panel lists three bullet points. The first one sets a deadline to get the initial 4,000 mile award. The second one sweetens the pot, dangling an extra 500 miles to meet an earlier deadline. And, each night of a stay results in even more rewards miles.
The right panel doesn’t provide any more major details. It simply reminds the traveler of the offer and benefits, using less copy. It also repeats the exact call-to-action from the other panel. Finally, on the address side panel, a testimonial raves about the hotel rooms and the miles. “Love that we get extra miles for bookings I’d make anyway,” it says.
Rather than focus on discounts and sales, look for ways to provide irresistible incentives.