Communicating with loyalty program members
Marketers have never before had such a vast array of ways to communicate with consumers. The internet and mobile have greatly expanded the existing possibilities: traditional channels have evolved, and new ones are born almost every day. With nearly limitless choices, it is hard to decide on the proper one(s). Below, we highlight the most frequently used communication channels in loyalty programs:
Relevant e-mail marketing requires personalization, a regularly updated database of addresses, and skillful use of its resources. It allows for detailed tracking of campaign results and remains one of the most cost-effective ways to communicate with the customers.
What distinguishes SMS marketing is the impressive open rate of 98% (Conversational Advertising Report; by MobileSquared). Unfortunately, it’s also one of the most expensive. Nowadays, push notifications have replaced this form of communication.
Push is a relevant and timely means of direct dialog with customers. However, this is available only to customers who use the dedicated loyalty program mobile application. These messages can trigger specific actions in the mobile app. Users are already receiving notifications from a number of other applications, so they are more likely disregard a particular loyalty message.
Marketers use mobile application features such as colorful banners, constantly updated newsfeeds, and message boxes to communicate with users in a highly personalized way. Web Portal
A loyalty program website is one of the most personalized communication channels. Some segments of customers may use it even more often than the mobile application (due to age or personal habits).
Points of Sale
Brick-and-mortar locations, together with e-commerce are a great channel to communicate loyalty programs and promotions to members. After providing a loyalty card number, the customer identity is revealed, and personalized content may be used (coupons, information about points balance).
Remember that regardless of the composition of communication channels used in the loyalty program, they should all be synchronized and work together to provide a better customer experience.
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