Craft the Perfect Campaign: Customer Loyalty Spotlight

Loyalty Marketing Is the Linchpin of Success

It’s no secret that returning customers spend 67% more than new buyers and acquisition costs have consistently increased over the past decade. But every brand flooding inboxes with loyalty programs, standing out takes more than just another membership pitch. That doesn’t mean scrapping the year-in-review campaigns everyone loves, it just calls for a sharper, more personalized approach.

Take a page from Audible, Tesco Ireland, Charlotte Tilbury, Accor, and Global Hotel Alliance. Their strategies didn’t just reward past purchases, they set the stage for even deeper engagement. 

Audible Year-in-Reviews That Kept Customers Dialed In

One of the best ways to escape the inbox clutter is by delivering year-in-review campaigns via mobile. Better yet, create a mobile-first version of your year-in-review with an engaging rich push series.

Audible sent a week-long cadence of push notifications to highlight customers’ activity, such as favorite authors, top genres, total minutes listened, and more. To finish off the series, all of these statistics were summarized cross-channel along with a reminder for the customer to finish listening to their latest read before the new year hit.

‍Lesson Learned: Even the best campaigns won’t drive engagement if customers never see them. Prioritize an omni-channel approach and ensure that content is available via email and mobile.

Tesco Ireland: Data On Dollars Saved

Brands don’t need to wait until the end of the year for a stunning data visualization campaign. Member summaries can be engaging at any time, especially when it’s as personalized as Tesco Ireland’s email.

Tesco Ireland produced a mid-year check in email for their Clubcard members. Using an internal API and a CSV data source, they included individual stats such as total Clubcard points and vouchers accrued, savings from Clubcard prices, and the customer’s three favorite products throughout the first six months of the year. To finish off the email, customers had the opportunity to enter a contest for 10,000 Clubcard points; all they had to do was share a screenshot of the email to social media.

This email not only drove up clicks by 16%, it left customers hankering for more with 91% of them expressing interest in receiving emails like this every 3-6 months.

‍Lesson Learned: Points are great, but dollars saved? That really captures customers’ attention. Make the benefits of your loyalty program tangible to customers by showcasing savings or bonus items earned.

Charlotte Tilbury: Adding a Personal Touch to Rewards

Annual and mid-year summaries keep customers in the loop on where they stand with a brand. But to keep customers returning and engaged, the next step marketers can take is innovating what benefits they can earn. Discounts and dollars saved is a sure-fire offer, but a bit more creativity is needed to keep customers’ attention.

Charlotte Tilbury used customers’ location, membership tier, and shopping history to personalize their loyalty offers. Customers received a list of benefits exclusive to their tier, and they also got the option to double-click into the coin shop. In the coin shop, eligible rewards populated alongside locked rewards that were just a few points away, successfully building anticipation and motivating customers to keep purchasing.

‍Lesson Learned: Strengthen existing loyalty by teasing future rewards. Additionally, ensure that initial rewards are quick to earn so that customers get a taste of the benefits to come.

Accor: Driving Tier Advancement

Taking customers’ loyalty to the next level can feel like a challenge, but with the right campaign, customers will gladly upgrade their tier. The key? A combination of clarity and urgency.

Accor promoted bookings to France to their rewards members via a custom loyalty module that displayed their current and potential tier status. Depending on the recipient’s tier, the messaging would offer different tips they could use to get to the next loyalty level. This made next steps crystal-clear for customers. Accor combined this module with countdown timers to add urgency and drive bookings quickly before time-sensitive rewards expired. This two-pronged strategy really paid off and saw an impressive 40% lift in click-through rate.

‍Lesson Learned: Customers should clearly understand how their loyalty status progresses. Use data visualization and personalized messaging so that every recipient knows their next-best action.

Global Hotel Alliance: Keep Loyalty Fun

Membership advancement should never feel like a chore for customers. Ideally, loyalty-focused messages are an experience that customers look forward to, rather than an onslaught of tedious messages clogging up their inbox.

Global Hotel Alliance gave customers an opportunity to win more loyalty points with a gamified twist. At the bottom of their end-of-year email, customers that clicked in were routed to a scratch-off landing page that revealed a “spin-the-wheel” featuring an assortment of loyalty points bonuses. Additionally, Global Hotel Alliance was able to deploy the module in seven different languages and used preference data to personalize the module for each customer. The end result? 56,109 total clicks, a significant uptick from the year prior.

‍Lesson Learned: Adding an element of surprise-and-delight never grows old, no matter how long a customer has been with your brand. Incorporate gamification plays like scratch-offs and polls into business-as-usual messaging to get customers constantly clicking in. 

You’ve Unlocked Loyalty That Lasts

Lasting loyalty is the key to business success. Looking to build into your retention strategies even more? In Quick Wins for Loyalty and Retention, you’ll discover effective strategies for every stage of the customer journey.

Discover the content personalization engine that powered these incredible campaigns by booking a demo with Movable Ink today to discover the true power of data.