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DMA Email Lifecycle: Retention - Creating Loyalty Programmes
This document discusses how to create effective customer loyalty programs through email marketing. It recommends starting small by collecting and analyzing customer data to identify touchpoints. It also stresses tailoring email content and rewards to individual customers using their data, measuring key metrics, and leveraging multiple channels to drive engagement while continuing to learn and improve the program over time. The ultimate goal is to create true loyalty by consistently providing value to customers in a transparent and reliable manner.
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DMA Email Lifecycle: Retention - Creating Loyalty Programmes
- 1. Creating Loyalty ProgrammesRiaz Kanani Marketing Director, Alchemy Worx
- 2. About Alchemy Worx153 Years of experience 10 We’ve been around for over a decade 60+ Staff focused on email marketing US/UK Based in Atlanta & London
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- 5. 60+% of consumersthink that they will be worse off in the next 12 months
- 6. 71% of marketingdirectors felt loyalty schemes are more important since the credit crisis started.
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- 8. Don’t focus onthe device they don’t create loyalty..
- 9. The only wayyou create true loyalty is by your behaviour over time - do you in a transparent, reliable way, create benefits for people? Sir Terry Leahy, former Chief-Executive of Tesco plc
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- 11. Collect and AnalyseData Start small – and test Quality is critical assign a confidence level to each data point Define customer types Identify potential touch points Don’t ask for too much!
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- 13. Touch points Weeklynewsletter Milestone triggers birthday, renewals, points total Behaviour triggers purchase, reviews, website/store visit Statements
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- 16. Content Content shoulddraw members to the brand by adding perceived value Interaction focused.. but don’t forget the brand impact Incorporate member data into all your emails
- 17. Aviva Aim: Encourage engagement with email through value-added content Audience: Customers and prospects Focus: Brand
- 18. Subject Lines Riaz.Here's this month's silver tier O2 Rewards update. Full of offers you won't want to miss
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- 21. Measure Remember loyaltymetrics Learning Curve Frequency Decay Track key email metrics Reach and Frequency Revenue direct and indirect
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- 23. Market Research: SurveysExchange value for more information Compare behaviour with response Filter results back into the programme
- 24. Leverage other channelsEmail is the glue Use to: Drive offline traffic Drive website interaction Promote mobile apps Promote Social Channels Use each interaction as an opportunity to learn more
- 25. Rewards Tailor rewardsto your audience Understand which one is best Timely communication (test)
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- 27. In summary Clearlyidentify programme benefits Identify key pieces of (accurate) data and email touch points Track your key success metrics Use market research and behaviour to iterate Leverage all channels to both drive interaction and engagement but also to learn more and improve Adjust rewards messaging based on the individual
- 28. @alchemyworx @riazkanani [email_address]020 7025 2112 Thank You . Questions?
Editor's Notes
- #6 .. Times like this when loyalty programmes come into their own.
- #9 Email is another. They may indicate a wish to be loyal but over time, they are devices through which you can create loyalty by collecting and interpreting customer data and communicating the programme itself. Never lose sight of that when creating loyalty email programmes.
- #11 Papa Johns example – clearly communicating the key benefit to their programme. But already there is complexity: Explicit vs Implicit programmes Understand and map out the difference between your on-going email engagement programmes and your loyalty programmes. Loyalty programmes should give greater rewards for both the marketer and the member. OK so where do you start..
- #13 You can ask for more when registering for a loyalty programme when compared to your email programmes – but if the new member is also from your email list – good practice to pre-fill fields. - And asking for more data later is still a good thing
- #15 Renewal Time – brand reminder Clear messaging in header and continuing into main text. Use of navigation bar to direct users to other potential areas of interest Used information from a year ago to drive information of value – helps stop the auto renewal On brand.
- #16 Welcome Email Next steps – moving along a defined communication path Show benefits – not that clear in this email
- #18 Added value – seasonal home security.. Winter driving.. Using content gained through other channels (sponsorship).. competitions
- #19 Use of first name in subject line 12 month offer and a new phone sooner would have caught my eye – subject line would have worked fine in first email after joining but fatigue sets in quickly.
- #22 Learning Curve: How quickly does the user understand the reward and change their behaviour? Frequency shows how often the user interacts with the brand – often as the reward nears frequency increases whilst it dips after. Decay describes the subject's behaviour once the reward ends – does it retain customers not just ramp up frequency when the promotion is on.
- #25 Email is the only channel to give you direct access to the consumer and persistence.
- #26 Use dynamic content or unique messages to tailor rewards to your audience