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.
My wife and I sat down recently to watch the initial episode of The Amazing Race where they introduce the teams that are participating. This season, all the participants are famous due to social media and I didn’t recognize any of them. As my Gen Z teenager entered the room, he quickly recognized almost all of the participants. It got me thinking about how he consumes content and how that might impact his purchase decisions or affinity towards something or someone.