Loyalty Communication Tips - News Detail
X

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

Attachments

  1. Communication.jpg 3/23/2021 12:08:07 PM

Related

In a turbulent world, customer loyalty has never been more important.

In a turbulent world, customer loyalty has never been more important.

In these challenging times, keeping your loyal customers will be business critical.

Read More >
The VIP Effect

The VIP Effect

Can loyalty make your customers feel like VIPs?

Read More >
Digital is now the new normal

Digital is now the new normal

With several countries now in lockdown the digital world is more important than ever.

Read More >
Loyalty Fraud and How to Combat It

Loyalty Fraud and How to Combat It

Melanie’s latest article, looks at how loyalty fraud can impact you as a business and what measures...

Read More >
How Customer Trust Impacts Brand Loyalty

How Customer Trust Impacts Brand Loyalty

In order to tap into the digital consumer world, brands must use a variety of traditional and digita...

Read More >
Chatbots: How to Design for Success

Chatbots: How to Design for Success

We are now working with the Microsoft AI and bot teams so thought we would share some thoughts on Ch...

Read More >