Promotions & Campaign Codes

On this page you will find directions on how to utilize the marketing power behind promotions and campaign codes.

    • Improve conversion rates through strategic marketing initiatives and increase retention rates through retargeting efforts.
    • Use an unlimited number of promo codes for use in email blasts or banner ads. Or choose to produce a fixed number of unique codes to send to qualifying individuals. Apply discounts to all billing periods, or just one, and view reporting on conversion rates in real time.
    • Know where your customers are coming from and measure conversion rates per marketing campaigns.
    • Campaign codes can be appended to any URL— in a banner advertisement, on a targeted marketing page, in an email blast.


manage_promotions_tabTo get started, click on the Manage tab and select promotions in the dropdown. You can produce promo codes that:

  • Give a percentage discount
  • Deduct a fixed amount
  • Unlock a resource for free

The Promotions page will first list all the promotions that you currently have set as active, with the option to view upcoming promotions and expired promotions. Clicking the add button on the top right will set you on the path to building your first promotion. Once you’ve named your promotion, the promotions wizard, pictured below, will guide you through the essential steps.

Create promotion

The first choice you are presented after naming your promotion is between ‘Gives a discount’ and ‘Unlocks a term’.

Gives a discount This first option is rather straightforward, giving a discount from the pricing of terms that you have already configured. You can then choose the calculation method of the discount — a percentage discount (‘Percent off’) or a denomination discount (‘Price off’). The percentage discount will reduce any term chosen by the customer redeeming this promotion. The alternative option instead reduces the price by the fixed denomination (or denominations) you choose. This price reduction can be set specific to each currency you accept, so you won’t be reducing your subscription by $1 off the price in the US but less attractive sums like €0.89 in Europe or £0.85 in the UK — instead you can set it to be $1 off in the US, €1 off in Europe, and £1 in the UK.

Unlocks a term Unlocking a term is a slightly different approach. Rather than modifying the price of terms that the customer already sees, this type of promotion allows customers to access special terms that they could not have accessed without the code. For example, you may charge $9.99 per month for a subscription to your premium site, but you want students to be able to pay $30 for an entire year. Promotions that unlock a term can do just that.

Set dates for promotion You have the ability to set dates for any promotion you create. You can set a start date, an end date, both or neither, so that your customers are only redeeming these promotions exactly when you want them to do so.

Generate promo codes

Fixed vs. Unlimited The second part of creating a promotion is to generate the promo codes. Determine if you would like a fixed number of promo codes or if you would prefer unlimited promo codes that can be redeemed. Should you choose unlimited you will set only one promo code, through the entry form pictured to the right. You can choose your own code or use one that is randomly generated by our system.

Choosing a fixed number of promo codes allows you to control the reach of your promotion. You can choose the quantity of codes manually, or if you have a group of customers for whom you would like to generate unique codes, you can upload a .csv or .txt file with their email addresses. The quantity will update automatically to match the number of email addresses in your list.

Promo code type: common or unique codes You then will choose either a common code or unique codes. Whether you upload email addresses or not, VX will generate the number of codes specified at the top in the quantity field. In the case of choosing the former, you will be left with that quantity of identical codes; in the case of choosing the latter, you will instead have that quantity of unique codes. You have the option to choose a promo code prefix as the user has in the image above with “BacktoSchool”.

Add terms

Your last step is to select the term or terms to which this promotion will apply. In the case of discount promotions, customers will be able to apply the promotional discounts to these terms, and in the case of the unlocking promotions, this means that customers will only be able to view these terms after they have entered the promo code.

Once you’ve added your terms and saved the changes, you’re all set. When the period you have set for your promotion arrives, these promo codes will be live and your customers can take full advantage of them. Within each promotion, you can track the codes that have been redeemed in the Used tab.

Having trouble showing a promotion in your offer?

Keep in mind that in order to use promotions, you will also need to update your offer templates to include a promo code field by setting a payment term to allow promotions. Navigate to Manage → terms → (select a term) → “Allow promotions on this term.”

Promotions Video Tutorial

View the following video to see it all in action, from creating a custom promo code to the end user experience of using that code. The video is less than 2 minutes. Reload the page if the video doesn't play at first.

Campaign codes

Piano VX provides superior reporting capabilities that can measure conversions and link them to specific marketing efforts. Campaign codes can be appended to any URL— in a banner advertisement, on a targeted marketing page, in an email blast— to track a user’s behavior after he clicks on the link and make sure you’ve appropriately attributed the sale. A campaign code is a label designated by the marketing team to identify a specific initiative. Marketing initiatives can be given a campaign code of your choosing, e.g., HOLIDAY2015, to BANNERAD, to PEP15. To develop a campaign code in Piano VX is simple. To create HOLIDAY2015, the marketing team then adds “?tpcc= HOLIDAY2015” to the end of the URL that links the user from the marketing material — for example a banner ad — to a Piano offer template or landing pages.

How campaign codes work If a user clicks on a URL that includes a campaign code, Piano will set a cookie on the user’s browser for 90 days. If that user sees the same marketing campaign twice, the cookie will be extended an additional 90 days from the last time it was seen.

During the checkout process, Piano then looks for all cookies that start with “tpcc=“ and stores each campaign code that the user experienced. Once the user converts to a paid subscriber, the conversion is fractionally attributed to all campaigns that he encountered prior to converting. For example, if he clicked on both a Valentine’s Day offer and a Father’s day offer, his conversion would be allocated .5 to each campaign.

Measuring conversion To evaluate the success of any given campaign in converting new subscribers, marketers can visit the Conversion Report in the Piano dashboard. In the campaign codes section of this report, campaigns are ranked by the number of attributable conversions. You will also be shown how many days on average it took for users to convert by campaign.

As you can see in this example, the FD2015 campaign drove users to convert in an average of 1 day, while users who saw the UR9210 campaign took 25 days on average to convert. The marketing executive is then able to compare these statistics directly to judge the effectiveness of the campaigns not just by sales but by time to conversion.

Understanding campaign effectiveness for individual users In the User Mining section of the dashboard, you can filter users based on whether they saw a campaign before converting. This enables the marketing team to find patterns amongst the types of users that each campaign converted and to retarget additional offers to those users if there are up-sell or cross-sell opportunities.

User Mining can also help marketers to segment user groups based on which campaign(s) they were exposed to. For example, if a banner ad campaign was only displayed on partner websites that cover sports, you can make a fair assumption that the users who saw that campaign are sports enthusiasts. Or if you find that multiple users were shown the same pairing of campaigns, it could indicate that the two campaigns are duplicative and are reaching the same audience.