As much as brands like to believe, consumers probably do not track every iota of information that gets sent to them. Why? Well, I’m guessing general life gets in the way, not to mention most consumers belong to a plethora of loyalty schemes.. While some of the more successful loyalty programs recognize this issue and build their programs around it, alternately many don’t. A lot of brands get stuck in some sort of communication vacuum with emails, direct mailers, phone calls, etc barraging the consumer – yikes!
Because of these disconnected communications, loyalty programs become a nuisance and source of confusion: “how did I get 10 credits/shouldn’t I have received a reward by now/where did I put my loyalty card?”..and so on.
One way to combat the confusion is by using e-mail as the main medium to talk with these best consumers.
Thus, 4 types of communications that could be moved to email:
1. Welcome sequence -> welcoming your best consumers with open arms is great and it’s basic etiquett. Reiterating the loyalty program benefits along with customer service information and reward details are all ideal inclusions.
2. e-statements -> As noted, keep track of their points for them and in a green way, (who likes paper statements?)
3. Last chance to use/redeem -> Give your consumers every fighting chance to use their reward – they’ll be grateful
4. Special events -> Anything can be an event – its all in the messaging. Creating and publicizing these provide that warm + fuzzy exclusive feeling