At Inspira, we have already discussed on previous occasions the
importance of loyalty programs and how to carry them out effectively to retain customers. Travel
loyalty programs are at the heart of what we do and, over the years, we
have seen their success at improving the relationship of organizations with
their members, employees, or customers.
Also, if you are a regular reader of
our blog or keep up to date with our posts on social media, it will not sound
new to you how important it is not only to have a good loyalty program but also to take care of it every day and
communicate about it to your members or customers. This is something we have
talked about in the past: if your target audience does not know you have this
program and if they do not know how they can benefit from it, how are you going
to make it work for your goals?
Therefore, your strategy must
include a communication plan to complement your loyalty program, in which e-mail marketing will play a major role.
This tool has great potential and it will be your best ally to achieve your
goals. That is why, today, we are sharing 5 different ways in which e-mail
marketing can improve your loyalty program.
1. It allows for better personalization
Gone are the days of "one size
fits all". People want to consume information that they are actually
interested in. If they travel every year to the Canary Islands, they will prefer
to receive offers for discounted accommodation and cheap flights to the Canary
Islands rather than an offer to book a cheap hotel in Paris. So you need to use
this information to your advantage.
The more you can personalize your customer's experience,
the better; the more effective your promotions, offers, and general
communications will be. E-mail marketing helps to make this personalization
more and more targeted, offering users just what they want to read, or purchase.
Your e-mail marketing tool will
provide you with insightful data about how your members or customers behave
after opening e-mails and what content they find interesting, pay good
attention to it!
2. It helps you get to know your members and better understand their behavior
Along the same lines, having access
to all this information will allow you to get to know your members much better,
and understand their behavior. Thus, you will be able to offer them exactly
what they need to turn a positive user experience into a sale and then into recurring sales from happy, loyal customers.
In addition, this knowledge will
allow you to tailor your products, your offers, and your communications to what
your members or customers want from you, improving not only your loyalty program
but your brand or your business on a larger scale.
3. It keeps communication going
You have to keep in constant
communication with your customers! And e-mail marketing, along with social media, is the perfect channel to
keep that communication flow open. Take advantage of this wonderful tool of direct communication not only to send
offers, but also to let them know your news, the launch of new products,
special seasonal promotions, and even to know their opinion. The possibilities
are endless, and so are the benefits!
4. It keeps your customers engaged
Another way e-mail marketing
benefits your loyalty program is that it helps keep your customers engaged. Through e-mail marketing, they are
aware of offers, they know the benefits they receive, and they hear from you
periodically, and all of this has a positive impact on their relationship with
your organization, keeping them both engaged and loyal to your brand.
5. It allows you to reconnect with and win back inactive customers
And it is also an opportunity to
reconnect and win back customers who
have been inactive and have not engaged with your brand in a long time. Maybe
they have not made a purchase for months –or even years- or maybe they are not
active members of your organization, but e-mail marketing is an open way of
communication to remind them that you exist and explain why they need you.
This can be done directly, with dedicated promotions for inactive users,
or simply by using e-mail marketing to let them know, periodically in their
inbox, that you are there (just think
of creative ways to not go unnoticed among countless other commercial
messages).
Now you know the importance of e-mail marketing for loyalty
programs, and you need to start taking full advantage of it! At Inspira Holding, we are well
aware of this, and that is why all our travel loyalty programs are accompanied
by a customizable e-mail marketing plan to get the most out of every
opportunity. If you need help with the optimization of your loyalty program or
the implementation of an e-mail marketing strategy, feel free to contact us
here.
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Visit www.inspiraholding.com for more details about our solutions, brands, partnerships, and
more!
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