A tried-and-true method of keeping in touch with your consumers is via email. This is also true for loyalty programmes: by keeping members informed about their accomplishments, rewards, and potential rewards, loyalty programmes can ensure high engagement and high purchase frequency because members won’t hoard their points. What types of loyalty emails should you be sending, is the question.
This article is devoted to introducing the different messages you can send participants in loyalty programmes. It goes into great length on the scenarios in which you might send a specific email, its content, and how to make sure that it is both interesting and pertinent.
Request to Join – New Client
The first — and possibly most crucial — step in gaining clients is creating a terrific first impression. Sending attractive messages to potential clients is crucial because of this.
The target audience for this loyalty email should be first-time buyers who haven’t signed up for your system yet. Fortunately, in order to complete the transaction today, they must provide their email address. If you obtain their consent during checkout, you can contact customers in a GDPR-compliant manner.
To pique the interest of potential members, include a perk in this email. This perk may be a coupon or gift that is only available in this email, or it could just be the welcome present that everyone receives after signing up.
Invitation to Join – Current Client
Typically, when a client registers for an account at an online store, the reward programme is also automatically added to their account. You will need to actively remind registered members to sign up for the loyalty programme if the reward system is added later in the lifecycle of your business.
It’s a smart idea to provide a special incentive, much like the loyalty newsletter for new customers. However, you may take it a step further by outlining the specifics and ongoing advantages of the loyalty programme. Since this group has previously expressed interest in your products, reminding them about high-end rewards or experiential gifts will have a greater impact on them.
Event Types: Double/Triple Point
Trigger: Based on a campaign
Because they receive greater value for their money, customers adore the concept of bonus point promotions. Of course, email is the main manner in which they find out about such bargains. Send a loyalty email outlining the terms, duration, and advantages of the double- or triple-point promotion.
Brands and shops from all over the world start bonus point promotions throughout the holidays, such as Black Friday, Christmas, or Valentine’s Day. Sending pertinent product offers in the email is one technique to stand out from the competition. Segment your offers based on what particular groups are interested in to boost the possibility of impulse purchases rather than pushing the same things to everyone.
Loyalty Tier Alteration
Trigger: The member’s tier status was altered.
A change in a customer’s tier status could indicate one of two things: either they have risen to a new level as a devoted repeat customer or they have fallen in rank due to inactivity. Both may call for a thank-you email.
In a loyalty programme, ranking up is always cause for celebration, and you should thank participants for their commitment. Customers frequently log out after finishing their purchases, so they don’t see the change on their profile. To let them know about all the awards, perks, and advantages they just unlocked, you must send them an email.
On the other side, tier downgrades take place when a member doesn’t make a purchase within a certain window of time. In this situation, the email should inform recipients of all the privileges they are now forfeiting in the hopes of reactivating them.
Strengthen Email Communication
Building email campaigns for your loyalty programme will be considerably simpler if you have this information. Pure-play loyalty providers and marketing automation providers complement each other without overlapping, enabling you to tailor emails with loyalty data. As a result, they go together like peanut butter and jelly.
We are prepared to provide you with the greatest technology to help you discover more about the capabilities of a next-generation loyalty programme; just schedule a demo or submit an RFP.
Don’t forget to download Antavo’s Customer Loyalty Report 2022, a comprehensive report that offers a wealth of data and upcoming market trends to assist you in navigating the world of next-generation loyalty programmes.