1. Plan your communications properly

Plan your main communications on an annual calendar thinking about seasons, promotions and industry events. Be prepared to change if circumstances demand it. 

 

2. Gather Information

Gather information slowly to build up a customer profile. Consider asking information each time they check out so you don't overwhelm at registration. 

 

3.  Visual Segmentation 

Create a visually segmented plan of your communications so you can understand at a glance what customers will be receive.

 

4. Respect Customer Preferences

 You should know your customers preferred channel of communication. If you want to get maximum engagement, then make sure you respect their preferences. 

 

5. Be open and clear about policies

Make sure the legal jargon at the bottom of each email is written by a communications or marketing person, not legal. Customers need to understand clearly how you are using their data and how they can unsubscribe if they need too. 

 

6. Segment by Points Balance

This is especially critical when sending redemption communications. Customers are six times more likely to continue to embrace the programme when they redeem so personalise their redemptions in the messaging. 

 

7. Segment by Tier 

If your programme features tiers then you need to make sure the message is different for each tier. Their redemption options, earning potential and engagement in the programme is likely to be different across the tiers. 

 

8. The Rule of Three

Tell customers what they need to do. Confirm when they are close to achieving and congratulate when they achieve. 

 

9. Segment by Behaviour

Behaviours or lack of it will determine the messaging for certain communications e.g.g if someone hasn't purchased with your or if someone has increased their purchasing recently. 

 

10. Segment by Registration Date 

Customers need to hear a message at least 3 times to properly understand it. If a customer is new to the programme then make sure you re-iterate how they can earn and redeem. Longstanding customers won't need to hear about the programme objectives again so talk to them about the new reward options or new promotions available to them. 

 

11. Encourage Redemptions

Highlight the journey your customers need to take to redeem their rewards. This is the point at which they will see the value in the programme. Remind them repeatedly and highly both viable and aspirational rewards. 

 

About the Author

Melanie Parker

Melanie Parker

Stream’s co-founder, Melanie, became the first British woman to become accredited with the CLMP from The Loyalty Academy. Passionate about all things loyalty, Melanie cuts through the technical jargon and gets to the real business issue. Melanie loves to develop engaging digital solutions that appear simple whilst creating long lasting partnerships that add value to all.

Attachments

  1. CommunicationTipsV11.jpg 11/5/2021 10:18:45 AM

Related

Using Loyalty To Motivate Customer Retention

Using Loyalty To Motivate Customer Retention

A Stream Loyalty ‘KEEP’ Campaign Guide

Read More
Net Zero Mission - Wednesday Wisdom

Net Zero Mission - Wednesday Wisdom

Deborah hosted our Wednesday Wisdom on Wednesday 2nd February and reported on Stream’s journey to N...

Read More
Loyalty Programme Participation Insights into the B2B member

Loyalty Programme Participation Insights into the B2B member

Take a look at B2B loyalty programme engagement drivers and what makes a programme successful.

Read More
The Future of Loyalty: Predictions for the Next Decade

The Future of Loyalty: Predictions for the Next Decade

Loyalty programmes have come a long way since their inception. From simple stamp cards to the sophis...

Read More
Rewarding Results: The Metrics that Matter in Evaluating Loyalty Programme Performance 

Rewarding Results: The Metrics that Matter in Evaluating Loyalty Programme Performance 

Understanding which metrics accurately measure customer engagement is crucial to the effectiveness o...

Read More
A bond that grows stronger

A bond that grows stronger

As our team move to a different way of working, I take comfort from witnessing a strengthening bond ...

Read More

LoyaltyStream Key Features

  • 21 loyalty campaign types to suit every business
  • Options to deploy gamification campaigns such as Spin-To-Win and Prize Draws as well as Badges
  • Ability to track and reward all behaviours from transactions to actions
  • In-depth visual analytics and insights on Campaigns, Members, actions and transactions
  • Customisable CRM and segmentation options to suit your Member profile
  • Scalable modular SaaS platform that can grow with your business

 

Contact Us:

+44 (0)1844 208180

contact@streamloyalty.com

Carter House, Chilton Business Centre, Chilton, Buckinghamshire, HP18 9LS

Connect With Us:

Learn more about loyalty


Stream Loyalty on LinkedIn Stream Loyalty on Facebook Stream Loyalty on Twitter


Privacy Policy

Terms of Use

Cookie Policy


We offset our carbon footprint via Ecologi
Empty
Click + to add content