Loyalty email marketing (I)
Posted: Tue Dec 03, 2024 9:19 am
This post is part of a series dedicated to loyalty email marketing as a tactic in the development of loyalty programs in general. Before explaining to what extent and under what circumstances loyalty email marketing can add value to this type of program, we consider it appropriate to establish some concepts.
Loyalty marketing : This is a strategic and tactical approach by which an organization focuses part of its resources on growing and retaining its existing customers. From a more gmx email list comprehensive point of view, loyalty marketing is part, along with branding and marketing, of the organization's value proposition.
Customer loyalty: This describes the behavior by which a consumer chooses to buy a product or service from a brand or company repeatedly and sustained over time instead of from the competition. There are two types of motivations that explain this behavior: rational (quality/price ratio, convenience, usability, etc.) and emotional (service, brand values and attributes, experience, etc.)
Loyalty program: Loyalty programs bring together a series of techniques and tools from Relationship Marketing and orient them towards increasing customer loyalty. Normally this is achieved by offering customers certain benefits so that they return and make new purchases. The most common example is the accumulation of points to later redeem them for services, discounts, gifts or other benefits. The means to implement a points system for each customer is through loyalty cards. Loyalty cards work in conjunction with the business's sales computer systems and specific software, and are recharged with points every time the customer makes a purchase. Later, customers can redeem the accumulated points for prizes, discounts on purchases, services, etc. Today, simply having a loyalty program no longer represents a "strong" competitive difference; rather, brands must take on the challenge of elevating their loyalty programs to create a positive and unique customer experience in each interaction. This is where email marketing can add value. What is the use of email in loyalty programs in Spain ?
To answer this question, we echo the data collected in the PSM Carlson Loyalty Monitor, about which communication channels are used by users of some of the main loyalty programs in Spain to receive communications linked to the card: Source: PSM Carlson: Loyalty Monitor We believe that greater use of email marketing to communicate with users of loyalty programs can provide significant value, both from the point of view of “engagement” and user repetition and participation. To do this, some of the possibilities that we can deploy thanks to email marketing are: – Personalization of user data
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email marketing loyalty
(declarative, point, contact information)
– Personalization of content based on business rules such as cross-selling, recommendations, locations.
– Design and automate communication sequences based on user behavior regarding email, loyalty program use, points level, etc.
– “ Notify ” the user of the imminent receipt of the gift catalog at their postal address.
– Inform the user of the possibility of updating their contact information and preferences online.
Part 2 of “ Loyalty email marketing ”.
Loyalty marketing : This is a strategic and tactical approach by which an organization focuses part of its resources on growing and retaining its existing customers. From a more gmx email list comprehensive point of view, loyalty marketing is part, along with branding and marketing, of the organization's value proposition.
Customer loyalty: This describes the behavior by which a consumer chooses to buy a product or service from a brand or company repeatedly and sustained over time instead of from the competition. There are two types of motivations that explain this behavior: rational (quality/price ratio, convenience, usability, etc.) and emotional (service, brand values and attributes, experience, etc.)
Loyalty program: Loyalty programs bring together a series of techniques and tools from Relationship Marketing and orient them towards increasing customer loyalty. Normally this is achieved by offering customers certain benefits so that they return and make new purchases. The most common example is the accumulation of points to later redeem them for services, discounts, gifts or other benefits. The means to implement a points system for each customer is through loyalty cards. Loyalty cards work in conjunction with the business's sales computer systems and specific software, and are recharged with points every time the customer makes a purchase. Later, customers can redeem the accumulated points for prizes, discounts on purchases, services, etc. Today, simply having a loyalty program no longer represents a "strong" competitive difference; rather, brands must take on the challenge of elevating their loyalty programs to create a positive and unique customer experience in each interaction. This is where email marketing can add value. What is the use of email in loyalty programs in Spain ?
To answer this question, we echo the data collected in the PSM Carlson Loyalty Monitor, about which communication channels are used by users of some of the main loyalty programs in Spain to receive communications linked to the card: Source: PSM Carlson: Loyalty Monitor We believe that greater use of email marketing to communicate with users of loyalty programs can provide significant value, both from the point of view of “engagement” and user repetition and participation. To do this, some of the possibilities that we can deploy thanks to email marketing are: – Personalization of user data
email marketing loyalty email marketing loyalty email marketing loyalty email marketing loyalty email marketing loyalty email marketing loyalty
email marketing loyalty
(declarative, point, contact information)
– Personalization of content based on business rules such as cross-selling, recommendations, locations.
– Design and automate communication sequences based on user behavior regarding email, loyalty program use, points level, etc.
– “ Notify ” the user of the imminent receipt of the gift catalog at their postal address.
– Inform the user of the possibility of updating their contact information and preferences online.
Part 2 of “ Loyalty email marketing ”.