Globe scores big with loyalty program

MANILA, Philippines - Globe Telecom has scored another hit, this time with unprecedented results in the first SMS or text messaging – based direct mailer campaign that launched its new loyalty program.

The single-text message to all 25 million Globe postpaid and prepaid, Tattoo and TM subscribers last April 4, 2010 (Easter Sunday), sent from Globe access number 4438 had nearly 2.5 million subscribers replying within the same day to inquire or immediately redeem the points they had already earned from being on Globe, Tattoo and TM.

Globe officials noted that this is a response rate of nearly 10 percent in a single day or well-above current industry average for direct marketing campaigns that yield only single-digit response rates in one-to-one communication, such as e-mail or snail mail.

Named My Rewards, My Globe for its Globe postpaid, prepaid and Tattoo customers, and TM Astig Rewards for its TM users, the loyalty program is one of the most extensive in the industry, offering Globe and TM customers a roster of perks and privileges, ranging from free call and text services, free gifts and discounts from popular shops like Soda, Folded & Hung and Fully Booked, and eateries like Jollibee, North Park, and the Coffee Bean & Tea Leaf, among others.

 “We’re pleased that our customers are so excited about this program. The positive response is very encouraging and we look forward to hearing from more of them in the coming weeks. Giving our customers these special perks is our way of thanking them for trusting us to fill their communication needs. We hope that our many offers will continue to thrill them and keep them Globe-connected for a very long time,” Globe communications channels head Bunny Aguilar said.