Nothing Bundt Cakes Loyalty Member Profile Completion

The Nothing Bundt Cakes Loyalty Profile Completion campaign was built to engage existing loyalty members who had joined before the Bundtastic Rewards™ refresh but hadn’t completed their profiles — most notably, their birthday. The goal was to reintroduce the updated program and motivate members to share personal data that would unlock immediate value and deepen future engagement.

We needed to encourage action through a single, clear, and inviting message. Our solution was a targeted email that used cheerful, brand-forward visuals, warm copy, and dynamic personalization to make the request feel friendly and rewarding. To drive participation, we tested two bonus-point incentives — 50 vs. 100 points — to identify which would generate stronger response.

The campaign delivered robust opens and clicks, but its most remarkable outcome was a nearly 20% lift in profile completion with the higher-point offer. By enriching member data, the campaign set the stage for more personalized, relevant interactions moving forward.