The Challenge

Cohorts were highly engaged during training but often didn’t return for future sessions or put their learning into practice, something we identified through participant surveys. The challenge was to create a structure that made every learning milestone valuable and every step forward feel rewarding.

The Solution

We designed and implemented a loyalty-driven engagement campaign to reward repeat participation in our digital training programmes. The goal was to build stronger learner retention, encourage repeat sign-ups, and help purpose-led organisations apply what they learned to real-world digital challenges.

To achieve this, we created a reward system offering free strategy sessions, content reviews, and platform access based on cohort activity. Each member of the Relationship team (marketing and training), which included myself, developed personalised nurture email sequences to boost engagement and retention, leading to increased repeat attendance and greater platform adoption. My emails are linked below.

The Campaign Journey

I used a three-tier loyalty framework, Learn, Earn and Grow, that linked rewards directly to learning outcomes. After applying this strategy, I then moved cohorts through a simple, motivating pathway designed to sustain engagement:

Awareness → Engagement → Loyalty → Retention

1️⃣ Learn: Attend digital training, webinars, or masterclasses
2️⃣ Earn: Unlock rewards such as free 1:1 sessions or exclusive access
3️⃣ Grow: Apply learning, access new tools, and share success stories

The Results

• +38% repeat participation in webinars and masterclasses

• +42% increase in email open rates

• +33% uplift in click-through rates

• Significant rise in platform usage and long-term engagement