Email marketing: 5 powerful loyalty strategies
Email marketing: 5 powerful loyalty strategies-Overview
The email marketing is a super versatile tool to accompany users in different stages of their journey with the brand.
Once a user becomes part of our email database, the normal thing is to implement a lead nurturing strategy to become a customer. But the role of email marketing does not end here, and it is that it has enormous potential to achieve long-term customer loyalty. Let's see how to get there from some ideas from Campaign Monitor .
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Email marketing and loyalty
The loyalty programs provide multiple benefits for manufacturers as they increase the retention of customers and interactions with users. In addition, they can take many different forms and strategies, depending on the needs of the brand.
If you are considering starting a loyalty email marketing program, take a look at these statistics:
According to Harvard Business Review , acquiring a new customer can be between 5 and 25 times more expensive than trying to retain or re-engage an existing one.
An eMarketer survey with internet users around the world carried out in 2019 revealed that rewards and loyalty points are among the aspects most valued by users when shopping online (58.7% of those surveyed selected this answer) .
83% of the consumers surveyed said that loyalty programs encourage them to continue buying from their favorite brands.
According to an Adobe study , loyal consumers buy about 30% more products than first-time buyers and generate between 3 and 7 times more revenue per visit.
Plus, loyal customers are great for word of mouth marketing , as they talk about their favorite brands and their positive experiences with friends and family.
5 loyalty email marketing strategies
1) VIP programs
The VIP programs are one of the loyalty strategies most popular, used by thousands of brands. Customers are more attracted to VIP programs because they automatically associate them with the idea of receiving special benefits . In turn, they are very interesting for brands because it is a very flexible strategy. "VIP" can mean almost anything from a simple points program to one with multiple levels.
The 69% of consumers say their choice of stores are often influenced by loyalty programs or rewards points so implement a VIP rewards program can help get new leads .
For this strategy to be successful, it is recommended to include incentives from the get-go . For example, Mango usually gives 10 likes for every euro spent on purchases, but in this email you can see that they offer to double the figure and offer 20 likes for their users affiliated with "Mango likes you".
2) Birthday and anniversary rewards
Customers want to be recognized, and in loyalty email marketing , personalization is essential.
So why not combine both with a special birthday or anniversary rewards program ?
In addition to making your customers feel special, birthday rewards are a great excuse to collect your customers' birth dates. To stand out on this important day, think about how you can fully personalize your content, starting with the subject of the email.
On the other hand, anniversary rewards only require you to take into account the date they were added to your list, without the need to ask for additional information. When creating these emails, include personalized data on how they have interacted with your brand throughout the year and include different rewards for their activities. For example, you can create an interactive infographic with curious facts about the customer and your brand.
Here is an example of a personalized email from Banco Santander, congratulating the client with the name and age. In addition, an automatic video is generated where ideas of what to do during the birthday are suggested.
3) Gamification
The gamification is a familiar concept in the world of marketing, but not as often associate it with loyalty programs. The key to this strategy is to keep customers engaged by turning content into a game .
Gamification can take different forms, such as a game integrated into an application, a mobile ad that encourages us to interact with it, or a contest to obtain points and win specific rewards.
Ultimately, the idea is to motivate consumers to stay active and engage with the brand. For example, you can use gamification to encourage members of your loyalty email marketing program to participate in a survey in exchange for entering a giveaway.
An example is the quiz of questions that Mod Cloth takes by email.
4) Flexible rewards
Today, customers want the flexibility to engage with the brand across different channels and earn personalized rewards . Consumers love options, so if you let them choose how to spend their points, you will get more members for your loyalty programs.
Many big brands include flexible loyalty rewards in their programs, including Amazon. The idea is to allow customers to redeem their points for the rewards they like the most.
A good example of this strategy is the Starbucks loyalty program . When a customer earns 125 stars, they can exchange them for a free food or drink of their choice. According to the promotion text itself, "almost anything on our menu is valid." In this way, customers can personalize their experience and enjoy their favorite food or drink.
5) Partner or affiliate programs
If you want to create a more personalized loyalty email marketing program , you may be interested in partner or affiliate programs, in which various brands partner with each other to offer rewards . These types of solutions allow you to combine offers in different locations, use discounts from one store in a different one, or accumulate points in different locations.
Partner or affiliate programs are ideal for small businesses or those looking to expand their customer base. For example, many pharmaceutical brands have partnered with activity wristbands to reward their customers for taking care of their health and exercising.
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