For your marketing campaigns to influence loyalty program members to visit and spend more, you should keep in mind three things: format, relevance, and timeliness. How you communicate with customers impacts how customers engage with your brand. Creating a strong marketing strategy with effective messaging is vital to getting noticed. When you send your guests the right message at the right time, it cuts through the clutter and truly resonates.
Using the proper approach to convey the information you want will maximize a message’s impact. Here are some examples of the most effective marketing messages to send to your program members:
Welcome: The welcome message is an opportunity to give your guests comprehensive information about your loyalty program. If they enrolled at the POS, it’s possible that they only got a bare-bones description of what your program offers to avoid holding up the line. Now is the time to tell them all the benefits they receive by being a member. Because this message may be dense, it’s best suited for an email. If you want to welcome members by text message, referring them to an email or linking to a landing page works well.
Almost There: This is a great way to motivate customers to accelerate their visit cadence and come in sooner to earn a reward. After defining what “almost there” means for your brand, you should reach out to guests when they are only one visit away. While the message can be sent via text or through geofencing, it’s especially effective in an email that features images of the reward that will be received. The current point balance should also be included to help prevent guests from falling short of the goal.
We Miss You: When done right, sending a message to your lapsed guests can bring them back for a visit. For maximum effectiveness, you should know each guest’s individual visit cadence. Reaching out too early could result in sending an unnecessary offer, but if you wait too long, they might be gone for good. Guests who are uncertain to return to your locations can’t be relied on to still have your app downloaded on their phone. The best method for winning them back is a progression of emails with tiered offers.
To see the full list of messages that can be used to achieve a successful loyalty program, watch our on-demand webinar, “11 Effective Messages You Should Send Your Guests.”