Nearly every brand has some kind of loyalty program. It’s good business to give your customers rewards for buying your products and services that make them keep coming back. Especially because customers nowadays have so many choices when it comes to brands and products. You need to stand out. Giving an exceptional customer experience can set you apart. Unfortunately, the opposite is also true. 33% of American customers say they’ll consider switching companies immediately following a single instance of poor service. Your customer’s experience most often starts with your marketing communication. Being more relevant and showing them you are invested in them within your loyalty emails is the first step to retaining more customers.

The Loyalty Nurture Landscape

Consumers love loyalty programs. Over half of all customers say they would consider doing more business with a brand, if they had a loyalty program. And you already know that it costs much less to retain a customer than get a new one. Acquiring a new customer can cost five times more than retaining an existing customer. Additionally, a 5% increase in customer retention correlates with at least a 25% increase in profit.

Loyalty programs are pretty straightforward and require a user to do certain actions before getting rewards. Usually a sign up starts the process, and then a purchase. Sometimes the purchase is the sign up, but the end result is the same. A customer becomes a reward earner once they are known to your system and should start receiving loyalty program emails from you at this point. And your loyalty emails should work at fostering your relationship with this engaged group of customers.

The Typical Loyalty Email

Loyalty program emails can look very different depending on the brand, but usually they will contain what ever known information a brand has on a user. Usually some kind of points info and how to redeem rewards.

The best kind of loyalty emails not only give information, but they work toward an upsell.

When you nurture your best customers, they give back with engagement and more sales. They might even tell their friends about you!

How To Optimize Your Loyalty Nurture

Once you master the basics within your loyalty nurture, you can start to optimize with personalization. Personalized emails convert more than standard emails, and personalized loyalty emails are a subset of very valuable, highly converting emails.

In addition to reward specific information like points, or recent purchases or bookings, you can include more info about your loyal buyer like their name, favorite location, or even recommend products that they might be interested in.

The Best Loyalty Emails Are Personalized

Loyalty emails that go above and beyond tend to foster more loyalty and rake in more dollars than those that just scrape the surface. A really good loyalty email will be more relevant to the recipient than the average and likely include personalization.

How To Start Sending Better Loyalty Emails

There are lots of creative ways to use personalization in your loyalty emails. Start with their name and other demographic info and then move on to more complicated campaigns.

Try using weather or location data.

Include product recommendations based on previous purchases or behavior.

Zembula Can Help

To achieve this type of deep, real-time personalization, you’ll need some tools to help you get the most out of the data you already have. Zembula can help brands maximize the potential of their data by utilizing their multitude of data sources to create personalized live images.

These live images can be used in loyalty campaigns and beyond.

Want to see what Zembula can do for you?