Even after all these years, email marketers aren’t meeting customer desires for personalization. 90 percent of consumers say they find personalization appealing. And though we’ve made strides in the right direction, we’re not quite delivering the experience they want.
One of the inherent benefits of loyalty programs is the data and insights marketers can glean about their best customers. Yet, as I talk with clients I often find marketers have the perception that their data strategy and loyalty programs do not belong together, and they are treated as separate marketing entities with unique teams, goals and plans. But data is an integral part of loyalty programs. Data fuels customer identity so loyalty marketers can better understand the behavior of their members, predict future behaviors and as a result drive more loyalty to their brand.
Let’s face it. The loyalty marketing industry has shifted from transactional to experiential strategies and tactics, though we’ve been discussing the transition for well over five years now. It’s been our strategic vision, an integral component of our marketing plans. So what’s the difference today versus five years ago? Primarily, it’s the power of new technology that allows us to implement our strategic vision and connect with loyalty members to create lifetime loyalty through personalized experiences.