Why email is the most dependable tool for loyalty marketers

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.

So where do you start? Here are a few key considerations:

  • Identify your business goals
    By defining your business goals and objectives in advance of any new efforts allows for the succinct definition of success, which makes measurement of the that success more effective in the long run.
  • Focus on your data
    Revisit your audience selection strategy and criteria. If you are not talking to your more engaged customers differently then you should be. Recognizing their more loyal behavior offers an opportunity to change the dialogue is the first step in capitalizing on this loyalty messaging.
  • Optimize at open
    Engagement behavior is happening in real time and customers have an expectation that you recognize them in real time as well. Leveraging mechanisms to optimize behaviorally driven content at the time of open demonstrates this understanding and delights the customer.
  • Keep evolving
    Just when you think you have it figured out – it changes, so keep evaluating and evolving your program and your loyalty messaging. This is not a set it and forget it scenario.

Loyalty programs are ever evolving and email is a key increase consumer engagement. It’s more than just a means to communicate – it’s a strategic component of the marketer’s ‘tool-box,’ enabling personalization, and the 1:1 connection required to sustain brand loyalty.

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