OnPassive GoFounders For LIFE

It is always a practical choice for businesses to retain their
existing customers rather than acquire new ones. As a report by Bain &
Company has found out, a mere 5% improvement in customer retention can result into
a 95% increase in profitability. There is a direct connection between customer
loyalty and the profit share of an enterprise. 

Thus, your business needs to have dedicated email marketing loyalty campaigns to reap customer loyalty benefits.

This article sheds light on some viable yet straightforward ideas to create email marketing loyalty campaigns for the retail sector. 

1. Redemption campaigns 

Redemption campaigns are the ways by which businesses can reward
their customers by offering them some points. The points promotions help you
engage customers with your brand as it’s exciting to find lots of points in
their account. 

A loyalty program should appear simple and effortless to
customers. However, a redemption campaign as part of a loyalty program seeks
action from the customer end. Customers need to take appropriate action to
redeem their points. Thus, base redemption campaigns help increase the value of
points stored in customers’ accounts over time. 

For instance, Indigo increases the value of loyalty points by
sending its customers ‘Plum Rewards’ in an email stating their points balance
is ‘topped up. Such an approach persuade customers to engage with a brand.
Also, by providing limited time for availing the offer, you can ask customers
to redeem for a larger reward if they make another purchase. 

You can generate automated emails to send reminders about the
reward expiry. Such emails can serve the purpose of a loyalty program as they
can effectively garner customer’s attention. 

2. Generating reward expiration
emails 

Reward expiration emails create a sense of urgency among
customers that they may miss on exciting sales vouchers or gift coupons. Your
customers will take note of such emails if offers are that exciting. 

However, make sure that you are generating reward expiration
emails well before the expiry date so that customers get enough time to take
action. 

Also, do not miss adding some extra incentives in such emails, as it needs to be worth the customer’s attention. 

3. Appreciation emails

Your loyalty program without appreciation emails would be
incomplete. Appreciation or thank you emails foster positive customer
relationships. 

Most of the established brands appreciate their customer’s
loyalty at least once a year. However, you thank customers for different
reasons and make them feel valued. Such email campaigning will result in
increased repurchase and subscription rates. 

You can add a heartwarming note from the CEO or offer them a
discount coupon on future purchases. Using video and animation can also be very
effective in expressing gratitude. 

4. Special perks to top customers

The top customers are the customers who are making a consistent
purchase and spending a large amount of money with you. Don’t they deserve
special treatment? They certainly do! 

You can consider offering special status in terms of categories-
gold, platinum or diamond. Or provide them with some exclusive offers such as
sending them an invitation to special events or offering free shipping. This
would make them feel that they have earned this status and help you retain them
in the longer run. 

For instance, the brand Sephora rewards its top customers who
satisfy a purchasing threshold. They offer VIB status to such customers. 

You can consider different metrics to categorize your customers
into the top customer list, such as sales volume, order frequency, among
others. 

Concluding Thoughts 

It’s rather a wise decision to equip yourself with campaigns and
practices that are helpful to retain your loyal customers. Email marketing as a
part of a loyalty program is an effective way to build and foster a
relationship with your intended customers. Through email marketing, you can
exhibit your products or services the right way and add value to your
campaigning practices. 

The post Email Marketing Loyalty Campaigns for Retail Sector first appeared on ONPASSIVE.