The key to a successful loyalty program is effective, targeted communication and this is where digital communication plays a significant role.
United Kingdom (PRWEB UK) 8 November 2012
Global paperless messaging firm Striata will be presenting at the International Email Marketing Summit on November 15, 2012 @ your desk. This annual webinar is a must for all digital marketers who want to stay ahead of the email marketing curve - discover the latest trends, best practices and case studies in email marketing as top experts from around the globe share their insights.
Ross Sibbald, Head of eMarketing at Striata, will be presenting the benefits of email for companies that offer customers loyalty rewards. His presentation entitled 'Earn, Spend, Engage! How email can help you win the loyalty game' will focus on the significant role that email plays in this initiative.
Sibbald says, "These days, not having a loyalty offering makes it hard to compete against those with similar products and services that do offer rewards. Loyalty programs (especially in retail) have solved a major issue for marketers by providing otherwise unattainable information about customers and their buying behavior."
"If the only place you interact with your customer is at a retail point of sale, then how can you communicate with them when they are not in-store? If you don’t know certain details about your customers (stage of life, personal hobbies, communication preferences) you cannot direct targeted offers to them."
Sibbald says the key to a successful loyalty program is effective, targeted communication and this is where digital communication comes into play.
Many of the top loyalty brands including – FNB’s eBucks and Clicks ClubCard - have found that by embracing the power of digital communication, they are able to enhance loyalty and lifetime value by sending highly personalised, targeted messages to their loyalty members.
Ntombi Tisani, Executive: Member Experience at eBucks, FNB’s highly successful loyalty and rewards program, had the following to say about the goals and benefits of a rewards program, “You have to retain the interest of a diverse audience, making it essential to be innovative in how members earn and spend rewards. Using triggered digital communication campaigns, eBucks targets specific groups with appropriate messages to maximise the potential value for each member.”
Sibbald explains that loyalty programs have different outcomes for each program owner and may even mature or transform over time. “Communication is key, not only to encourage members towards the desired behaviour (earn, spend, engage) but also to build what is perhaps the most valuable asset of a loyalty program – information."
David Hazell, Customer Marketing Executive for Clicks concurs, "The objective of a loyalty program may seem obvious - to drive sales and reward loyal customers, but the most valuable contribution of a loyalty program is closing the information gap between the retailer and its customers. The Clicks ClubCard program provides invaluable insight into customer preferences and buying behaviour. This knowledge is crucial to our marketing efforts”.
"The Loyalty industry is leveraging the power of digital communications by engaging with their customers in a targeted and relevant way. This binds organisations to their customers throughout the customer lifecycle in the most effective, efficient and interactive manner," concludes Sibbald.
Ross Sibbald will be presenting at - 1pm GMT, 3pm SAST, 9am ET, 5am PT