Recognizing and honoring loyal customers doesn’t always mean you have to have a formal loyalty program. By nature, email subscribers tend to be those that are more brand loyal or brand engaged as driven by the source of subscription. Being able to bring loyalty themed elements in to your email message provides a sense of recognition of the customer and a nod to your appreciation for the relationship that exists. With the increased availability of data, at various customer touches, a brand’s ability to discern loyal behavior is more readily available and actionable than was once possible.
Saying goodbye is never easy. It can be difficult and complicated, but when it comes to your email program it may be a necessary task. What makes it so difficult for marketers to say farewell? Largely it is tied to the fact that they still want to try to engage and the customer hasn’t specifically said goodbye – they’ve just gone silent. But determining how much silence is equivalent to “so long” varies by customer.