Join The Fun And Claim Big Rewards At Unibet – Email marketing can be one of the most effective ways to communicate important information and build relationships with your customers. This is one of the best places to promote your loyalty program. After all, the goal of any loyalty program is to engage members who actively interact with the program by earning and redeeming points.
E-commerce email marketing is effective in marketing your loyalty program in a variety of ways. Program registration emails, points redemption emails, and bonus point campaign events are just a few of the dozens of ways you can leverage email marketing.
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Let’s take a look at 10 great examples of loyalty program emails to inspire you as you write your next newsletter.
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One of the biggest benefits of email marketing is the ability to segment your customer base and send different emails to different types of customers. For example, sending specific emails to members of your loyalty program offering special rewards is a great e-commerce marketing strategy. You can then send a completely different email to customers who aren’t members of your program encouraging them to sign up. Or, you can take it a step further and send different emails to different members of the VIP program.
Take this email that children’s toy company, Rose & Rex, sent to members of their VIP program. It offers its VIP members a $25 gift card and early access to its holiday shopping guides. There is not only monetary value, but also value-added content that enhances the customer experience.
An important email marketing metric to measure is your click-to-open rate, or CTOR. It compares your click-through rate (CTR), the amount of people who click on a link in your email, and your open rate, the amount of people who open your email. CTOR is the percentage of readers who open your email who also click on the link. For example, if 100 people open your email and 20 of them click the link, your CTOR is 20%.
Why are we explaining all this math to you? Well, you want to maximize your CTOR because it indicates effective email content and subject lines. Take, for example, New York-based handbag company Cara. This is a great example of a loyalty program email with a bonus points email surprise. Bonus points are awarded to customers as a function of customer appreciation, increasing the likelihood of a higher CTOR.
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Explain your loyalty program to encourage new members to sign up and remind existing members how they can interact with the program. One way to do this is through the loyalty program explanation website page. Another way is through a detailed information email.
Nook Vibrant Kitchen, a plant-based meal delivery service, provides an excellent example of strong e-commerce marketing with its loyalty program explainer email. It concludes with a call to earn, redeem, referrals, its bottle return program, and join the program. Walking customers through your entire loyalty program journey from start to finish is a great way to eliminate any confusion.
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If you’ve ever joined a loyalty program, earned points, and completely forgotten about them, then this next email is for you. Point redemption emails are those that are part of your automated email cadence and are sent once a customer has earned enough points to redeem a reward.
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This example of a false eyelash brand, Doe Lashes, customizes an email to show a balance of specific customer points. For example, the reader knows that if they redeem now their 200 points earn them a free doe applicator. Doe Lashes takes this loyalty program email example to the next level by promoting their referral program and making it clear that the reward is a free pair of lashes. We can’t think of a better pairing than point programs and reference programs—well, except maybe for lashes and applicators.
If you’re selling, chances are you’re promoting as much as possible. The same goes for your loyalty program. If you’re running rewards program campaigns, such as bonus point giveaways or double point campaigns, then incentives are key. A good way to do this is through e-commerce email marketing.
Smash + Tess knocks their Double Point email campaign out of the park. Everything about this email makes the message very clear – from the text “Double the points. Double the fun” to the signature smash and supporter Tess Romer number two.
Tiered loyalty programs give you important insight into who your most valuable customers are. In return for their loyalty, it’s important to reward your customers through appreciation events. However, it can be expensive to offer sales or free products
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Sukoshi Mart, an Asian lifestyle and k-beauty brand, shows a great example of a loyalty program email targeting its VIP program members. The email begins with discount offers tailored to different VIP levels. It then goes on to offer a free product to the first 50 customers who use the discount code. It ends with a subtle footer that indicates a custom point balance for that reader.
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Email marketing is the most direct means of communication with your customers. Eventually, it will appear in your inbox. Therefore, including a subtle nod to your loyalty program in every email is a best practice. It doesn’t need to be bold and flashy – a simple reminder of the balance of points embedded in your banner or footer will do.
Take this example from Ella + Mila that embeds the reader’s point balance in the header. The email is actually meant to promote the nail polish color, but the subtle message of the loyalty program encourages the reader to repeat the program, increasing the likelihood of clicking through to the website, which may lead to a purchase. Win-win-win!
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Email banners are valuable real estate on your customers’ screens because they’re the first thing they read. Not only are points balances for your existing program members to include here, but also a call to join your loyalty program is a great way to target all of your customers. This can help turn your casual customers into loyal brand advocates.
Sleep and wellness brand, Hush shows a perfect example of this. Their email about their returns program is fronted by a Double Points campaign for everyone who joins their loyalty program. It shows two types of loyalty marketing: direct messaging of a loyalty program and indirect value-added marketing by aligning with customer values. Combining these together is a great way to encourage customers to stick around.
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Email subject lines are the first step to a great email because nothing inside matters if customers don’t open your email. Once you’ve mastered this step, the next essential element for a winning email is a well-branded design. Copper Cow Coffee does its best through brand colors, fonts, copy and messaging.
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Copper Cow Coffee takes points redemption email to the next level by including visually appealing examples of the rewards the reader will receive with their unique points balance. For example, this reader earns 1,000 points and can then cash them in for $10 off, a 10% off membership coupon, or a free 5-pack. It appeals to all types of customers whether they like cash discounts or free products. By making these clear, Copper Cow Coffee offers a great customer experience.
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When you get a new customer to join your email list, you’ll likely send them a warm welcome email. Well, this is the perfect opportunity to encourage them to join your rewards program through strategic ecommerce email marketing.
Let’s take a look at this loyalty program email example from Arena Flowers who send a rewards program signup email to their customers. The message begins with a clear call to join the program and then outlines how it works from start to finish. It gives customers all the information they need in one convenient place so they can sign up and get started