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.


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