Make 2021 The Year Of Your Loyalty Program
A lot of brands devote time to getting new customers. It makes sense, to grow your business, you want more people buying your products and services. However, what you don’t want to do is focus on new customers so much you forget your current customers, especially more your most loyal.
Loyal customers are the bedrock of your business success. They come back to you and buy more often, and when they do, their purchases tend to be larger compared to new customers.
So, you want to do everything you can to make sure your most loyal customers are happy. One way to do that is by building up your loyalty program.
Here’s where to focus on your loyalty program in 2021.
Technology makes it easy
Today, there are tons of apps, programs, and tools to help your company build and get the most out of a loyalty program. It doesn’t take much. The smallest mom and pop shops and solopreneurs can have loyalty programs, so why can’t you?
With a loyalty program in place, you can do a lot more to track your members’ interests and create personalized emails and offers for them. After all, who doesn’t love to surprise and delight customers? You can do it with a well-run loyalty program.
Stay in touch
If you already have a loyalty program and want to optimize it to make the most out of your emails, there’s one easy place to start: your loyalty campaign.
All too often, brands will send a welcome email to their loyalty members and then disappear, never to be heard from again. Research shows customers want to hear from you. Staying in touch with your most loyal customers is good business sense, and email can help you do it.
Think about the types of emails you can add to your loyalty campaigns. Here are a few examples:
- Regular points, rewards, or miles updates included in a monthly (or quarterly) member’s update email
- Special sales or VIP events for loyalty members
- Post-purchase emails that show members how close they are to the next tier, level, or reward
- Points or rewards redemption emails when customers hit that level
- Personalized product recommendations based on their past purchase behavior
- Special rewards events, such as a weekend where any purchase is worth double or triple points
- Bonus rewards such as a coupon, discount, or extra points added to their account
- Birthday emails or emails on the anniversary of when they joined your loyalty program
When you take a step back and look, you can see there are a bunch of emails you can send all related to your loyalty program. And, if you’re already sending out many of these types of emails, you’re on the right track. Take a look and see what you can do to optimize your loyalty emails.
Something else you want to consider as you’re sending out your loyalty emails is personalization.
Focus on more personalization
According to research from Forrester, marketers are looking to focus on “localized, loyalty-based efforts in 2021.” That’s great news for your brand because personalizing your loyalty program emails is easier than ever.
Here are a few ways to do it:
Knowing where your customer lives means you can get hyper-localized in the loyalty emails you send. It’s especially beneficial for travel-related brands because you can send loyalty emails that target location and weather.
In the above example, the email notifies the member about their points and highlights places they can use to use those points. If it’s cold in New York City, gently reminding your customer it’s warm in Miami could help provide the motivation they need to cash in that rewards ticket.
One thing that can frustrate your loyalty rewards members is they won’t always know how many points or what level they are at unless they log into their account on your site. That’s an extra step that a lot of people just don’t want to take.
You can change that by having real-time updates in your loyalty emails. Using live images, your rewards members will get the most up-to-date information about their loyalty rewards every time they open their email. You can also use a notification bar with live images that will display their rewards status on every email you send, from your weekly newsletter to a tracking update.
Your most loyal customers are waiting to hear from you. Make sure you don’t forget about them. Focus on making your loyalty program something that improves the customer experience and rewards them for sticking with you for the long-term.