The Objective: Email Subscriber Growth
For Avis Budget Group, nurturing customer loyalty is a top priority. Across Europe, the Group ensures that this philosophy is central to their loyalty program. Like many businesses, driving customer loyalty is key to boosting engagement, sales, and long-term success.
Avis Budget Group needed to create secure offers for their website visitors and encourage data-driven subscription increases. They aimed to offer exclusive discounts to new subscribers of both Avis and Budget, boosting their overall email subscriber growth.
Craving a Secure, Exclusive Offer to Attract New Subscribers
Sabrina Head, CRM and Loyalty Manager for EMEA (Europe, Middle East, and Africa), consistently utilises email marketing to promote offers and benefits to Avis, Avis Preferred, and Budget subscribers.
However, as with most email marketing databases, Sabrina found that stagnant user data and declining campaign results led to an increase in unsubscribes. To grow the database, she sought new ways to attract and retain subscribers. But without a secure and exclusive offer, Avis Budget Group risked valuable customer data and promotion leakage.
"As a business, we felt the best way to capture data would be offering an incentive for people to sign up when they needed to hire a car. It made sense to use a discount for a service they wanted to use rather than encouraging subscribers with an unrelated prize or gift. However, it was imperative for the business to guarantee the offer would only be available to genuine new subscribers, to prevent misuse of the discount by a wider audience."
Enter Uniqodo, with a plan in hand to boost their email subscriber growth.
Launching Loyalty Campaigns with Unique & Secure Codes
Sabrina's team met Uniqodo through their affiliate marketing team. Uniqodo was able to demonstrate how our platform would enable Avis Budget Group to create and manage unique, single-use voucher codes meant exclusively for their subscribers.
Uniqodo added integration to the Avis and Budget websites, enabling them to seamlessly generate and verify these codes without making any changes to their existing platforms. With no effort from Avis Budget Group, the solution was implemented promptly. Customers were delighted to see exclusive offers in their email inboxes.
The unique discount codes were only valid for new customers who signed up or received the special offer in their email welcome. Once redeemed, the code couldn't be reused or misused by others.
In their reach to new audiences, Avis Budget Group cleverly promoted on social media, targeting both tourists and frequent travellers. In the main sign-up campaign, at the bottom of every webpage, they provided up to 10% discounts on Avis and up to 25% discounts on Budget. This approach ensured wider exposure of the offer and encouraged more customers to sign up.
Uniqodo is always available for us...
"Uniqodo is a tight team, yet are always available for you. It’s an issue for lots of businesses, to protect revenue from discounting. This is a great way to achieve this and they do all the work for you – setting up the codes and the content on your website. Then they are happy to get involved in understanding your objectives and help with wider conversations in the business.
For example, we are in the process of migrating our CRM platforms and Uniqodo has been wholly supportive to help me brief our IT team. They provided a simple step-by-step description of how Uniqodo logic works, so I could share it with the people developing requirements for our new cloud-based CRM system."
Sabrina Head, CRM and Loyalty Manager, Avis Budget Group, EMEA.
Results
Zero Discount Abuse and Significant Regional Growth
Thanks to these targeted campaigns with a secure and exclusive promotion strategy, Avis Budget Group achieved impressive growth across key regions.
They saw 24% growth in Spain, 20% in Italy, and 12% in France.
And all this with zero abuse of discount offers.