Bring Back YourBest Customers

Email markEting:

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Loyalty Marketing, Why Is It Important?

- Harvard Business Review

Loyalty marketing is more relevant today than ever

• Your biggest asset is your existing

customer base and foot traffic

• Data shows that loyalty programs

can increase customer visits by 20%

or more

• With social media, each of your

customers can now share your

brand with hundreds of others

• Technology can now automate most

of your loyalty marketing needs

• It’s marketing that’s fun and makes

sense!

How email marketingdrives loyalty

• Brings your best customers in the

door quickly, or can drive immediate

online purchases

• Customers prefer getting

convenient messages from places

they already go to, especially places

they frequent

• Email promotions/newsletters can

reach customers throughout the

day, people check their emails on

the go, as well as at work and at

home

• Businesses can get creative with

images and other content in emails

• Timely email marketing can build

brand loyalty when you send good

content, customers will begin to be

on the lookout for your emails

• Good email campaigns can

complement your other marketing

efforts

Customer loyalty is the single most important driver of growth and profitability.

ExpErts agrEE tHat LoyaLty is

tHE most EffEctivE and HigHEst

rEturn markEting:

$ R

EV

EN

UE

customEr BEHavior

rEWardcosts

LoyaLty markEting costs

programcosts

nEtrEvEnuEincrEasE

visit morEfrEQuEntLy

participatE inpromotions

spEnd morEpEr visit

Loyalty marketing roi is traditionally driven by increasing visits, spend, and promotion participation.

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- Bain & Company

It is 6 to 7 times more expensive to acquire a new customer than to retain an existing one.

Email marketing stats

• 44% of email recipients made at

least one purchase last year based

on a promotional email

• 35% of business professionals

check email on a mobile device Source: Convince & Convert

• 7 in 10 people say they had made

use of a coupon or discount that

they had learned about through a

marketing email in the prior week or

month

• 40% of customers claim to enjoy

getting lots of marketing emails

from their favorite brands each

week

Source: 2012 Blue Kangaroo Survey

Build customer loyalty by sending these types of email messages

• Exclusive email coupons/

promotions, sales, or gifts for

rewards/club members

• Newsletters with interesting content

applicable to your audience

• Prompt website or social media

visits, so they get your marketing

content and specials on sites they

already frequent

• Send birthday/anniversary gifts or

messages that show customers you

appreciate them or know them well

Source: GetResponse

44% of email recipients made at least one purchase based on an email

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ExpErts agrEE tHat LoyaLty is

tHE most EffEctivE and HigHEst

rEturn markEting

Before you launch an email campaign, some things to consider:

Who is your audience? Who are the people you are

trying to target?

example: College students, the business lunch crowd,

little leaguers and families

What is the goal you want to accomplish?

example: To announce an exclusive sale, to get more

Twitter followers, promote Father’s Day gift purchases

What actions do you want your customers to take once

reading your email?

example: Bring in a coupon to your store, visit and like

your Facebook page, make an online order- Deloitte Research Survey

Retailers with loyalty programs, on average, are 88% more profitable than competitors who do not.

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make sure your email message is thoughtful and encourages an action

• When writing a good email message, you

want to make sure to keep it short and to

the point.

• Use persuasion tactics, like time

expirations, exclusiveness, secret items or

prizes, etc. to create a sense of urgency.

For example, ‘The first 100 customers

receive a free appetizer!’ plays on the

customers’ fear of missing out. But use

these sparingly since urgency can lose its

effectiveness if done too often.

• Make sure you include a way to find you!

Add addresses, relevant phone numbers,

and an email they can respond to if they

like.

• Most importantly, include a prominent

call to action: what do you want them to

do and when?

7 Steps To AGreat Email Campaign

# 01

January - New Years Day

february - Valentine’s & President’s Day

march - Spring Break & St. Patrick’s Day

april - Earth Day

may - Memorial & Mother’s Day, Graduation Season

June - Father’s Day and Summer Break

July - Independence Day & Wedding Season

august - Back to School Season

september - Labor Day

october - Halloween & Fall Season

november - Thanksgiving & Black Friday

december - Christmas & New Years Eve

sEnd an EmaiL for HoLidays or spEciaL sEasons:

make sure your subject line is eye catching and interesting

You have about 2 seconds to convince

a customer to open your email, or trash

it. So you have to make it grab their

attention using between 5 and 8 words.

47% of consumers make their decision

about whether or not to open emails from

businesses or nonprofits based on the

content of the subject line.

Source: Social Media Quickstarter

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include a relevant picture

People are visual creatures, so make sure

to add a picture or two to help illustrate

the message you want your readers to

get. Photos increase the likelihood that

your customers will click through your

email, which means more customers

visiting your website, calling you for a

reservation, etc.

Some considerations to take into account:

• Keep images small so they don’t slow

load time on less advanced Internet

connections.

• Use images with people and faces in

them.

• If you can, avoid stock imagery. It’s

obvious and makes your email look less

personal. And please, PLEASE don’t

use clip-art.

• Finally, include a link in your images.

People expect to be able to click

through to something when they

see an image. Source: Simple Relevance

Also, be cautious about ONLY using

pictures in your email. If a customer’s

email doesn’t load the images, or loads

them too slowly, your customers won’t

see any of your message, so be sure to

always include some text, even if it is at

the bottom.

some rules are meant to be broken, but laws are not

CAN-SPAM Act

• Don’t use false or misleading header

information.

• Don’t use deceptive subject lines.

• Identify the message as an ad.

• Tell recipients where you’re located.

• Tell recipients how to opt out of

receiving future emails from you.

• Honor opt-out requests promptly.

• Monitor what others are doing on your

behalf.

Check out http://www.business.ftc.gov/

for all the details!

Things that will be marked as spam are

lots of punctuation marks, excessive

use of the word FREE,

misspellings,

grammatical errors,

and using all

caps.

Steps 1 & 2 Real World Example:

Short but effective messaging

Includes a call to action

Includes a relevant image

# 02 # 03 # 04

Image Source: Anthropologie

Source: Constant Contact

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schedule your emails at optimal times and be cautious of the number of emails sent per week

Most messages land in people’s

inboxes in the morning, which

is why it is better to email in the

afternoon. That is when it will be

more likely noticed, opened, and

clicked through.

Always remember: Quality over

quantity. So don’t send more than a

couple a week! That way your loyal

customers will eventually be on the

look out for your emails since you

send only the best content.

train your employees to ask and make it super easy for your customers to give their email contact information

Try to capture the customer

information on your point-of-sale*

or computer, it will save you time in

the long run. Display a marketing

table stand at your checkout

counter that tells customers all

the incentives they will receive for

signing up to your email list.

# 05 # 06

45% of consumers decide not to open your email because you send them too many emails. Source: Social Media Quickstarter

Top reasons people

will sign up for your

email list: To receive

discounts and special

offers (58%), to take

part in a specific

promotion (39%), or

if they are a regular

customer (37%).

Source: Social Media Quickstarter

You can use FiveStars

to not only capture

your customers’

emails, but also

their names, phone

numbers, notes about

their purchases, their

birthdays, and so much

more. Send targeted

emails to your VIP

customers, as well

as reconnect with

customers who haven’t

been back in a while,

with the the FiveStars

Loyalty Automation

Platform. We integrate

right on your point-of-

sale!

Check out

http://bit.ly/demofivestars

for more details.

Track how many people visit from

your email by including in your

email message ‘Give email code

MOTHERSDAY to your cashier at

checkout to get your discount,’

and have your employees tally

them up. Some email marketing

programs give you open and click

through rates; if so, compare the

results across your different email

campaigns. You may see patterns

that will tell you which subject lines

and messages perform better.

# 07

measure your success to improve over time

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Want to start emailing your customer base? What are the current tools are out there?

• Constant Contact

• Mail Chimp

• GetResponse

• FiveStars Loyalty Automation Platform

cue shameless plug!

FiveStars is pioneering loyalty automation that

includes targeted email marketing campaigns

FiveStars Loyalty Automation Platform:

We take care of everything

• Point-of-Sale Relationship Manager

Customer info right on the POS

Never slow down the line

Built in fraud control

• FiveStars Card

Simple technology that everyone can use

Impossible to lose

Over 900,000 cardholders

• Customer Engagement Toolkit

Simple segmentation

Text or email campaigns

Social media integration

Want a free demo from fivestars?

visit http://bit.ly/demofivestars

To learn how FiveStars can help increase word of mouth for your business, go to http://bit.ly/demofivestars