Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.
Creating Loyalty Programmes Riaz Kanani Marketing Director, Alchemy Worx
About Alchemy Worx 153 Years of experience 10 We’ve been around for over a decade 60+ Staff focused on email marketing US/...
Alchemy Worx
Setting the Scene
<ul><li>60+% of consumers think that they will be worse off in the next 12 months </li></ul>
<ul><li>71% of marketing directors felt loyalty schemes are more important since the credit crisis started.  </li></ul>
Creating Loyalty Programmes
Don’t focus on the device they don’t create loyalty..
<ul><li>The only way you create true loyalty is by your behaviour over time - do you in a transparent, reliable way, creat...
 
Collect and Analyse Data <ul><li>Start small – and  test </li></ul><ul><li>Quality is critical </li></ul><ul><ul><li>assig...
VS +
Touch points <ul><li>Weekly newsletter </li></ul><ul><li>Milestone triggers </li></ul><ul><ul><li>birthday, renewals, poin...
Tailored Emails
Tailored Emails
Content <ul><li>Content should draw members to the brand by  adding perceived value </li></ul><ul><li>Interaction focused....
Aviva  Aim:  Encourage engagement with email through value-added content Audience:  Customers and prospects Focus:  Brand
Subject Lines Riaz. Here's this month's silver tier O2 Rewards update.  Full of offers you won't want to miss
 
 
Measure <ul><li>Remember loyalty metrics </li></ul><ul><ul><li>Learning Curve </li></ul></ul><ul><ul><li>Frequency </li></...
Reach vs Open
Market Research: Surveys <ul><li>Exchange value for more information </li></ul><ul><li>Compare behaviour with response </l...
Leverage other channels <ul><li>Email is the glue </li></ul><ul><li>Use to: </li></ul><ul><ul><li>Drive offline traffic </...
Rewards <ul><li>Tailor rewards to your  audience </li></ul><ul><li>Understand which one  is best </li></ul><ul><li>Timely ...
Rewarding email interaction
In summary <ul><li>Clearly identify programme benefits </li></ul><ul><li>Identify key pieces of (accurate) data and email ...
@alchemyworx @riazkanani [email_address] 020 7025 2112 Thank  You . Questions?
Nächste SlideShare
Wird geladen in …5
×

DMA Email Lifecycle: Retention - Creating Loyalty Programmes

1.178 Aufrufe

Veröffentlicht am

When used effectively loyalty programmes can convert subscribers into loyal customers and advocates. Riaz Kanani of Alchemy Worx looked at what makes a great loyalty programme and inspire you with some great examples.

Veröffentlicht in: Business, Technologie
  • Als Erste(r) kommentieren

DMA Email Lifecycle: Retention - Creating Loyalty Programmes

  1. 1. Creating Loyalty Programmes Riaz Kanani Marketing Director, Alchemy Worx
  2. 2. About Alchemy Worx 153 Years of experience 10 We’ve been around for over a decade 60+ Staff focused on email marketing US/UK Based in Atlanta & London
  3. 3. Alchemy Worx
  4. 4. Setting the Scene
  5. 5. <ul><li>60+% of consumers think that they will be worse off in the next 12 months </li></ul>
  6. 6. <ul><li>71% of marketing directors felt loyalty schemes are more important since the credit crisis started. </li></ul>
  7. 7. Creating Loyalty Programmes
  8. 8. Don’t focus on the device they don’t create loyalty..
  9. 9. <ul><li>The only way you create true loyalty is by your behaviour over time - do you in a transparent, reliable way, create benefits for people? </li></ul>Sir Terry Leahy, former Chief-Executive of Tesco plc
  10. 11. Collect and Analyse Data <ul><li>Start small – and test </li></ul><ul><li>Quality is critical </li></ul><ul><ul><li>assign a confidence level to each data point </li></ul></ul><ul><ul><li>Define customer types </li></ul></ul><ul><li>Identify potential touch points </li></ul><ul><li>Don’t ask for too much! </li></ul>
  11. 12. VS +
  12. 13. Touch points <ul><li>Weekly newsletter </li></ul><ul><li>Milestone triggers </li></ul><ul><ul><li>birthday, renewals, points total </li></ul></ul><ul><li>Behaviour triggers </li></ul><ul><ul><li>purchase, reviews, website/store visit </li></ul></ul><ul><li>Statements </li></ul>
  13. 14. Tailored Emails
  14. 15. Tailored Emails
  15. 16. Content <ul><li>Content should draw members to the brand by adding perceived value </li></ul><ul><li>Interaction focused.. </li></ul><ul><ul><li>but don’t forget the brand impact </li></ul></ul><ul><li>Incorporate member data into all your emails </li></ul>
  16. 17. Aviva Aim: Encourage engagement with email through value-added content Audience: Customers and prospects Focus: Brand
  17. 18. Subject Lines Riaz. Here's this month's silver tier O2 Rewards update. Full of offers you won't want to miss
  18. 21. Measure <ul><li>Remember loyalty metrics </li></ul><ul><ul><li>Learning Curve </li></ul></ul><ul><ul><li>Frequency </li></ul></ul><ul><ul><li>Decay </li></ul></ul><ul><li>Track key email metrics </li></ul><ul><ul><li>Reach and Frequency </li></ul></ul><ul><ul><li>Revenue </li></ul></ul><ul><ul><ul><li>direct and indirect </li></ul></ul></ul>
  19. 22. Reach vs Open
  20. 23. Market Research: Surveys <ul><li>Exchange value for more information </li></ul><ul><li>Compare behaviour with response </li></ul><ul><li>Filter results back into the programme </li></ul>
  21. 24. Leverage other channels <ul><li>Email is the glue </li></ul><ul><li>Use to: </li></ul><ul><ul><li>Drive offline traffic </li></ul></ul><ul><ul><li>Drive website interaction </li></ul></ul><ul><ul><li>Promote mobile apps </li></ul></ul><ul><ul><li>Promote Social Channels </li></ul></ul><ul><li>Use each interaction as an opportunity to learn more </li></ul>
  22. 25. Rewards <ul><li>Tailor rewards to your audience </li></ul><ul><li>Understand which one is best </li></ul><ul><li>Timely communication (test) </li></ul>
  23. 26. Rewarding email interaction
  24. 27. In summary <ul><li>Clearly identify programme benefits </li></ul><ul><li>Identify key pieces of (accurate) data and email touch points </li></ul><ul><li>Track your key success metrics </li></ul><ul><li>Use market research and behaviour to iterate </li></ul><ul><li>Leverage all channels to both drive interaction and engagement </li></ul><ul><ul><li>but also to learn more and improve </li></ul></ul><ul><li>Adjust rewards messaging based on the individual </li></ul>
  25. 28. @alchemyworx @riazkanani [email_address] 020 7025 2112 Thank You . Questions?

×