How to create brand loyalty in a digital age

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How to create brand loyalty in a digital age

Ashley Joyce

Account Manager


What is Loyalty?


The Challenge?

Our marketing efforts are great for getting initial engagement, but we need to retain these customers to increase their lifetime value.


• The number of consumers participating in loyalty programs has grown by more than 40% across industries over the past 6 years.

• Despite this, 64% of customers switched a provider last year in at least one industry.

• And of that group, 50% said they would consider future offers from companies they may never have previously considered.


Loyalty is neither permanent, nor under your control.

You can’t “own” loyalty— you simply have it on loan for short periods of time, from one

interaction to the next.


Customers are loyal to experiences, not to companies.

• Historically loyalty was secured at point of purchase

• Typically where discounts, rebates and points for purchase were made

• Non targeted offers do little to encourage long term engagement

• They chew away profitability


Experience vs Discounts


Take them on a journey…


Review your Customer Lifecycle

Lifecycle marketing is the discipline of marketing to your existing customers, based on the status of the

relationship.

•Start building trust

•Engage and retain

•Right message, right customer, right time.

•Provide value over time


How to use demographic data…


Capture Demographic Data• Capture essential demographic data

via web forms

• Run regular surveys, polls or fun quizzes

• Use social media to enhance data further with location, hobbies and interests

• Gather insight from your opt outs

• Offline – at events, trade shows, in store, direct mailing lists


What campaigns can I implement?


The Welcome Email

• Acknowledge their sign up and thank them / welcome them to the community

• Set expectations - what kind of emails will they receive & how often

• Value statement of what these emails will contain

• Remind them of the benefits of signing up, perhaps with trust-earning testimonials, reviews, etc.

• Promote social networks – how else can they keep up to date and contact you?

• CTA to add domain to safe sender list


The Birthday / Anniversary Email

• Set your goals - be on time

• Provide value

• Keep it simple and sincere

• Make them relevant

• Single or multi stage?

• Test and optimise


The Check-In and Feedback Request Email• Thank them again for signing up for your information

• Ask them if they’re enjoying the information they’re getting from you

• Let them know you’d love to hear from them. You can ask them to “click reply” and send along any questions or suggestions they may have.

• Send them to an online survey. You can automate a response based on the feedback they give to


The Re-Engagement Email

• Define what success looks like

• Identify your in-actives

• Decide on content / call to action

• Reduce future instances of un-engagement


The Exclusive Benefit (or VIP) Email

• A special discount or coupon code that’s only for people on your email list

• An exclusive invitation to a members-only event, whether it’s in person or online

• Early access to a new product, service, or other offering


How to use behavioural and transactional data


Capture Transactional and Behavioural Data• Analyse frequent

browsing habits

• Purchasing data – what have customers previously bought from you?

• Email engagement data


What campaigns can I implement?


The Abandon Cart Email

• Timing is essential

• Get the subject line right

• Remind people what they have left behind

• Get the language spot on – ask if they need any help?

• Have a prominent call to action

• Include customer reviews


The Product Recommendation Email

• Based on purchase history

• Frequently browsed

• Trending products

• Dynamically personalise elements of your bulk campaigns


The Post Purchase Email

• Leverage recent sale

• Offer support and tracking

• Set expectations

• Suggest recommendations or related products

• Ask for feedback


Expand your offering…


Expand the eco-system of loyalty partners


Key Takeaways

• Loyalty isn’t permanent

• Discounts won’t win you loyalty – they’ll just eat into profit

• Collecting relevant data on your customers will enable you to personalise the online experience to create meaningful experiences

• ‘Experiences’ delivered over time builds long-term relationships with customers resulting in profitable growth

How to create brand loyalty in a digital age

Marketing

Transcript of How to create brand loyalty in a digital age