Is a loyalty email program the next step?

Email marketers are always looking for a way to increase readership and increase email clicks. One trend is to create a loyalty based program, similar to those offered by gas stations and grocery chains across the United States. Is a loyalty program a good idea for your email database?

by Kristina Knight

In most cases, the answer to that question is yes. But, the answer is yes with a few conditions - first and foremost to run the loyalty program the right way. Here are a few tips.

First, the loyalty program should be tested with a core group of loyal list members. Include member credits in a simple place so that users know what their account holds at any given time.

By testing your program offers on a group likely to be interested, you can determine if the program is on the right track. Once you've tested the program and are ready to launch, consider these tips.

Advertise the program everywhere. Note it on your home page, include links within email and advertise it on interior pages of the website. By making the program known, you are more likely to attract customers to the program.

Next, make it a simple sign up. Remember that many people on your website are likely already on your email list. Don't make them go through pages and pages of redundant information. New signups will need a complete sign up form but for those already on the list, allow for a simple check box to sign up.

Remember the offerings in a loyalty program should be a little better than offerings to a traditional email list. Whether offering a percentage or dollar off offer or promoting a new service, loyalty club members should feel that they are getting something that random website visitors will not receive.

Finally, send out that welcome message! Just like a traditional email list, a loyalty club membership should come with a welcome letter that informs the user what to expect, when emails will be sent and an initial offer.