Using the power of email to drive and maintain customer loyalty [infographic]

In offering loyalty programs there are the usual suspects: airlines, hotels and banks; but now industries like insurance institutions and even your local coffee shop are realising that playing the loyalty game is a powerful mechanism.

Each organisation is faced with the challenge of getting their loyalty programmes to stand out from the clutter, be relevant and to achieve a favourable ROI. Email marketing can be an effective channel in realising the right form of customer loyalty and retention communications.

Why email is effective in CLC communication

1. Relevant, engaging, personalised
a. You can easily communicate the right information at the right time and when the customer expects it.
b. Email communications can be personalised and include clear and engaging calls to action
2. Non invasive
a. A customer is able to chose when they want to open, view and read your mail
3. Segmented and targeted
a. You have the ability to segment your base according to purchases, lifestyle and geographic location, allowing you to so send targeted and relevant communications
4. Flexible, nimble, tactical and automated
a. With email you have the ability to be more flexible, nimble and tactical in your approach compared to above the line promotions
5. Cost effective and measureable
a. Email is the more cost effective form of communications compared to all other elements within your promotions mix
b. There is also the ability to measure the impact of email on sales, profits, customer activity and then ultimately your ROI

See the five reasons why email can be so effective in customer loyalty programs in this infographic.

Ross Sibbald

Ross spent 11 years educating the next generation on marketing strategy. He was deputy HOD in the marketing department at the Durban University of Technology. Ross Sibbald is Head of eMarketing at Striata, South Africa, where his main focus is business development, client strategy processes and effective implementation.