How to increase subscribers’ loyalty?

The goal of every successful email marketing program is to obtain better indicators with every email sent. The loyalty actions are a way to obtain better reports on your emails and, even more, they are a way of having and keeping a relationship with the subscriber.

Generally, the efficiency of a loyalty program is measured in their capacity to determine the client to make at least once again the action you desire (most of the times it’s about buying).

Email communication allows getting data about the subscribers to create their profile. You have ways to monitor their actions, what emails they have opened, the links they clicked.  If, according to this data, you manage to give them relevant information and to create offers they really need, your loyalty program will be succesful.

In email marketing a loyalty program is very important, but it has to be done right. The important thing is to know your subscribers. This way you will be able to make good offers, to people that don’t really need them and you will ask yourself why click rate and conversion rate are so low when you gave a 30% discount.

Test!

In order to be convinced of the efficiency of the loyalty tactics that you what to apply, you need to test them. You can test on a smaller segment of your active subscribers, the ones that most probably will answer positively to your emails.

Then, according to the results of the tests, you can optimize the tactics and you can send your emails to a bigger segment as you go adding similar subscribers.

Loyalty isn’t only discounts

Loyalty surely means to treat differently your clients and your potential clients. A client is more valuable and you have to show him this. It means that you need to have better offers for clients, but why stop here. The relationship you are building is very important and loyalty tactics mean not only discounts. Try to personalize the best as you can you message, try to have a two way communication and to invite your subscribers to dialogue. A loyalty program only with discounts it’s impossible to sustain on a long term and it isn’t sure that those people who use the discounts will remain loyal when you try to sell with no discount.

In conclusion, loyalty defines mostly the relationship with the subscriber and it’s not only discounts. On the long term, discounts must be offered together with relevance, personalization and value.

How do you repay your clients?

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