March 10, 2009, 12:00 AM

Valentine’s Day promotion reaped sweet returns for loyalty program and ISP

MyPoints new member sign-ups rose 35% and traffic to FreeInternet.com nearly doubled during a promotion that gave MyPoints members gift cards to florist FTD.

It took a while for MyPoints to sort out the results, but Valentine’s Day was sweet for partners in a special promotion that gave away free flowers to loyalty program members.

Between Feb. 4 and Feb. 8, loyalty program MyPoints sent members special e-mails announcing a promotion of the day. The first 100 members to visit the promotion web page each day won gift cards for florist FTD. Winning members visited FTD.com to redeem their prizes. In addition to the MyPoints member e-mails, the Valentine’s Day campaign was advertised on Internet service provider FreeInternet.com’s web site.

MyPoints recently reported its realized a 35% increase in new members compared with the previous week. And FreeInternet.com’s traffic increased 95% over the week before. FTD.com declined to release results.

MyPoints wouldn’t provide specific new member sign-up numbers but says the considerable increase stems from tying together interesting brands, hitting a theme that resonated with consumers and ensuring seasonal relevance. FreeInternet says the company is a new brand and starting from a lower traffic number, so the promotion kicked its numbers into high gear.

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