March 12, 2019

4 Emails For Engaging Your Loyalty Program Members

Email marketing is one of the best methods for incentivizing customer behavior. This is especially true for loyalty programs, who’s success depending on regular customer engagement. Regardless of your program type, there are 4 types of emails that will help you stay connected with your customers:

  • Rewards Available For Current Point Balances
  • Next Tier Levels
  • Anniversary Emails
  • Reminders Of Program Benefits

Rewards Available For Current Point Balances

Sometimes all it takes is a simple prompting for customers to redeem their points. Usually they just need a summary of their current point balances. Other times all they need are a few reward options.

You can do both using the using your program data and rewards. By establishing specific point balance increments and using data to identify basic rewards for each, you can create targeted emails incentivizing customers to redeem their points.  

You can also use segmentation data to identify products repeat customers purchased. Then tailor available rewards to match. Applying the same process to redemptions let’s you narrow in on rewards a customer might enjoy based off their previous redemption activity.  

Friendly advice: Don’t cause frustration by sending emails about completely out-of-reach rewards. At best you’ll seem out of touch; at worst you'll discourage customers from purchasing. Instead make sure your suggestions are customized to your customers’ balances and activity.

Next Tier Levels

If you have a tiered rewards program, you should send reminder emails when a customer is within reach of the next tier. Individuals can forget the spend amount required for each tier level.

Getting a notification that they’re close is a great way to keep them engaged in the program and encourage them to continue. The email should contain their current balance and the amount they need to spend. You can also eliminate some of the work on the customer's end by using past purchase data to include product suggestions & links to your website within the email.

Friendly advice: make sure program members are indeed close to achieving the next tier before sending the email. If a program member is over $500 away from the next tier and their average spend per transaction is $20, asking them to spend $500 at once just to reach the next tier level isn’t the best idea.

You must take into account your products and customer spending habits. Trust us, program members are more responsive to “Next Tier” reminders when the next tier is within easy reach.

BONUS: If timing allows, bundle the email with current calendar events. Like this:

“Hello (Name), you’re so close to becoming a Gold Level member! Why not celebrate the New Year by treating yourself to some new goodies and all the perks a Gold Level member receives?”

Anniversary Emails

We’ve written before about the best time to celebrate with loyalty program members. Anniversaries are great time to do so! As with all relationships, loyalty between brand and customer takes investment from both sides. Anniversary emails show your brand recognizes and values key dates concerning customers.

While the most common types of anniversaries are customer enrollment dates and birthdays, you can also celebrate brand anniversaries. Founding dates are a great opportunity. Even celebrating the “birthday” of your own loyalty program is a fun way to get program members engaged.

Anniversaries are also prime times to reward and thank your customers. Coupons or customer’s choice of free items from a roundup are just a few ideas for rewarding customer loyalty.

Reminders Of Other Program Benefits

Not gonna lie -- customers are busy people.

There are frequent demands on their time and attention, and unfortunately loyalty programs are another fighter in the ring. We can’t expect customers to remember every detail of a program. We can, however, help them stay informed.

It’s worth reminding your program members about the benefits available to them besides rewards items. Just as discounts won't guarantee customer loyalty, rewards aren’t enough to keep loyalty program members engaged. You give customers additional incentives to choose you over competitors by providing other types of benefits or perks.

If you offer free-shipping, first-access to exclusive items or events, or product samples to program members, send periodic reminder emails of all program perks available. A customer should also receive a congratulatory email recapping specific new benefits each time they advance the next membership tier.

It’s relatively easy to identify which customers could use reminder emails. You can spot who isn’t taking advantage of program benefits simply by analyzing customer utilization data. You can also use this data to pinpoint which benefits are most popular, which in turn helps develop further engagement and reward opportunities.

We can't emphasize how important regular customer communication is to maintaining a successful loyalty program. Get in touch with us today to find out how Brandmovers can help your program thrive!

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August 7, 2018

3 Major Issues Customers Have With Their Rewards Programs

When you’re designing your loyalty program, chances are you’re considering a number of different factors. What types of rewards will you offer? How will you structure your points and points pricing tiers? Will you have member tiers? VIP programs? Chances for exclusive experiences?

As you’re exploring how you’ll build out your program, your central focus should be on your consumer -- how a loyalty program will positively affect them. 

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July 3, 2018

Need Inspiration? Check Out These Fun Customer Loyalty Trends

If your loyalty program has been active for a while, you might be looking for new ideas to incorporate. Luckily we’ve compiled some of our favorites for you!

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June 21, 2018

3 Examples of Unique Loyalty Strategies

Customer retention is one of the key benefits and the key goals of loyalty programs today. Since churn results in companies losing customers in almost equal amounts as they gain them, finding ways to retain current customers is an ongoing battle.

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May 30, 2018

Ensure Your Customers Don’t Lose Out On Rewards

Anyone who ever joined a loyalty program has experienced losing out on loyalty points. The redemptions which go unredeemed. The loyalty punch cards which are never finished and are eventually thrown away. The forgotten points that expire and wither away.

In fact, a recent study showed a mind-bogglingly amount of loyalty points go unclaimed by participants — $100 billion loyalty points to be precise. That’s a ton of free rewards just left on the table!

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April 10, 2018

7 Tips For Energizing Your Loyalty Promotions

The key to any loyalty program’s success is its customers. And customer love loyalty programs – a 2017 national survey showed US consumers are holding over 3.8 BILLION customer loyalty memberships. Clearly, customers are open to joining loyalty programs. In order to attract and retain these customers, loyalty program providers need to be active and energetic about promoting their programs.

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March 2, 2018

Your Loyalty Program Post-Launch Checklist

Once you’ve officially launched your loyalty program, you might find it can be easy to get caught up in your progress. You have plans to expand and incorporate some exciting new ideas. You're tracking milestones to evaluate your progress and improve your program even more.

Yet every once in awhile it’s good to check in on the basics. You want to make sure you’re not wandering too far down any roads that could actually hurt your progress.

To help, we’ve put together some quick “check up” questions you can use to ascertain the overall health of your loyalty program.

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February 14, 2018

Measure Your Program Utilization With This Key Metric

The effort and time a company puts into building and launching a loyalty platform makes the time after launch seem like smooth sailing. Right?

Not quite! After launch, you’ll find there are numerous methods for evaluating your loyalty program and discovering opportunities to fine-tune your processes.

Once you’ve been operating long enough to gather some data (6 months to 1 year is a good time to start) there are different metrics you can use to gauge the success of your program. One area to focus on is the rewards and redemptions: how are your customers utilizing the platform?

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February 7, 2018

Defining Three Levels Of Customer Loyalty

The primary definition of customer loyalty is the history of past actions combined with the customer’s feelings and intentions toward a brand or commercial business. In 2015 there were 3.3 billion loyalty program memberships in the US, an average of 29 per household. And those numbers have only grown in the years since.

Based on industry data, every individual is at some level a loyal customer to a brand or business. Businesses looking to grow their customer base need to understand the differences in types of loyalty and how it drives a customer to make their purchase decisions.

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Copyright 2019 Brandmovers Inc. and respective owners. All Rights Reserved. 

Copyright 2019 Brandmovers Inc. and respective owners. All Rights Reserved.