Why Personalizing Your Loyalty Campaigns Is Important
Loyalty is a two-way street. To get it, you’ve got to give it.
So, if you want your customers to be loyal to you, show you value them as individuals. It’s one thing to offer rewards, discounts, or other special incentives. But if you’re offering those things to everyone in a one-size-fits-all way, you’re only going to see limited results.
To have a real impact and build a lasting connection with your customers, you need to personalize your loyalty campaigns.
When a customer feels like they are being spoken to as an individual they are far more likely to want to shop with the brand that went out of its way to show that level of respect. To do that, a company has to show customers they’ve taken the time to understand their personal tastes and needs, It’s basic human nature.
And that’s why personalizing your loyalty email campaigns isn’t just important — it’s crucial.
Personalized Loyalty: It’s Easier Than You Might Think
Traditionally, it’s not been easy for retailers to scale personalization based on loyalty information. But Zembula has a way to help you build trust and increase sales by maximizing your loyalty program. And it’s really not that difficult.
Before we go any further, consider that, according to Altfeld, the likelihood of converting a sale from an existing loyal customer is 60 to 70 percent compared to only a 5 to 20 percent chance of conversion for a prospective customer.
So, clearly, loyalty campaigns are extremely important.
But what’s just as important is getting them right. Because the wrong approach is not going to net the best possible results.
To get started with a personalized loyalty campaign that delivers results, start with the data you’re already collecting. Use your e-commerce platform, browsing history, and email service provider to gather information. Then, use it to your advantage.
Zembula’s Campaign Decision Engine lets you use your data to segment and enrich your content. You can set up display rules so that each unique user gets the best content for them. You can also easily swap out content on the fly without having to update code.
That means that you can start personalizing loyalty campaigns based on past purchases or browning history, for example.
Think about it: Do you think a customer is more likely to respond to an email that addresses them by name and shows them how they can spend their rewards points on an item they’ve already been considering, or do you think they’re more likely to respond to the exact same message and offer that you sent every single person on your list?
Tally Up Their Points
Consumers have a lot going on. And, brace yourself, but you’re not the only company in their lives.
What that means is that most consumers don’t have any idea what their loyalty rewards points status is. So, unless you remind them, they are not likely to try to do more to earn points and they are not likely to do anything to spend their points.
So, do yourself and your customer a favor by making it simple for them to see their rewards points. The best way is to include their individual point status on every email that you send them. Talk about personalized. It’ll feel like their own personal email newsletter.
Unlock Your Potential
It’s easy to do the same-ol’, same-ol’. Just don’t be surprised when you get the same old results.
The good news is that change isn’t as hard as you may fear. The secret is understanding what’s possible by better utilizing the data you’re already collecting.
Once you learn to harness that data so that you’re personalizing your loyalty outreach, you’re going to open a new world of possibilities. And Zembula can get you there in almost no time at all.