“By the Numbers” Loyalty Program Campaign

“By the Numbers” Loyalty Program Campaign

Role: Senior Campaign Manager
Tools: HTML, Liquid Logic, mParticle Data Feeds
More Details

Problem:

Overstock needed a more effective way to re-engage return customers, particularly members and prospects of its Club O loyalty program. The challenge: How do you remind customers of their value without overwhelming them with irrelevant or negative data?

 

Strategy:

Drawing inspiration from trending “By the Numbers” campaigns (Spotify, Sephora, Peacock), I partnered with our data analysis team to design a personalized, data-driven email template using liquid logic and a robust customer dataset. The campaign highlighted individual savings, purchase activity, and loyalty benefits in a way that encouraged re-engagement and upsell. 

 

Results: 

A program that lived on: 

  • Established a recurring campaign due to its success

  • Delivered highly personalized content without third-party personalization software

  • Improved loyalty awareness and reinforced the value of a Club O membership


 

My Story: 

One of the strengths about working on a best-practices marketing team (self titled), was our ability to take inspiration and rapidly adapt it to our own brand. In early 2019, “By the Numbers” campaigns started gaining attention, and we saw an opportunity to make it work for Overstock’s unique audience. 

 

The key was aligning creative inspiration with business goals. Instead of reminding users how much time they spent browsing (which could be perceived negatively), we focused on value and savings—especially tied to the Club O program. Our KPIs were to:

  • Increase repeat purchases

  • Drive Club O signups

  • Reinforce our savings benefit to existing Club O members

 

Building the campaign: 

  1. Identifying meaningful data points

    1. Total purchases this year

    2. Total coupon savings

    3. “You would have saved $X more as a Club O member”

    4. Your membership would have paid for itself

  2. Balancing upsell and value

    1. Integrating tailored shopping recommendations

    2. Including a loyalty coupon for reactivation

  3. Technical execution without advanced personalization software

    1. Built in HTML, sliced into dynamic components

    2. Used liquid logic to hide sections when they were irrelevant to the user, adjust grammar dynamically, and adapt layouts in real time based on available data


 

Outcomes:

The result was a highly dynamic, visually engaging campaign that performed strongly enough to become an annual program for multiple years. Even without tools like Movable Ink, we delivered deep personalization and high-quality design at scale. 

 

How would I enhance this in the future? 

  • AI-driven data visualizations – real-time line graphs showing savings over time for Club O members (showing before they joined vs. after)

  • Comparison charts for non-members, showing how a similar customer saved more with Club O

  • Increased shareability through easily understandable visual elements, driving both engagement and social reach