Loyalty Marketing and Email – Natural Allies

Chapter 3 of Communications Strategy in Email Marketing

Often separate from email marketing programmes, loyalty schemes offer brands the opportunity to retain customers and gather more data. This chapter discusses how email and loyalty schemes can benefit each other.

By Kath Pay

5 minute read

Loyalty programmes and email marketing have often been siloed, but there is a strategic advantage to viewing them as natural allies. This chapter looks at their ability to benefit each other, covering:

The loyalty opportunity: Alongside customer retention, how do organisations stand to benefit from loyalty schemes?
Customer perspective: What does the latest research indicate about customer interest in loyalty programmes, and is there an untapped opportunity for marketers?
Data challenges: Data integration, or a lack of it, can hinder marketers from understanding their loyalty programmes and how loyalty data can be used to personalise email campaigns. What are some potential solutions to this?