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Loyalty trends and best practices

A Way to Think About Modern CRM

by Jose Cebrian
July 31, 2017
A Way to Think About Modern CRM

When viewed in comparison to the paid media evolution over many generations, from newspaper to radio to TV to the many digital formats of today, customer relationship management (CRM) is considered less than sexy — even antiquated, in some circles. I beg to disagree. Mass media and top-of-the-funnel tactics are critically important to grow a brand and a business. From the agency side, the big dollars associated with them are also attractive. But CRM is exciting, too, for many reasons. Here, I’ve outlined a few. CRM is multichannel. No longer confined to direct mail and email, CRM encompasses push and in-app messaging, SMS, addressable display and social, as well as messaging apps embedded on your site or in platforms like Facebook Messenger. The channels you use will depend in part on the data you have today, but over time, they will expand. As you move into new channels, think about them as part of your overall customer... Read more

5 Technology Trends Driving Engagement-Based Loyalty

by Geoffrey Smalling
February 23, 2017
5 Technology Trends Driving Engagement-Based Loyalty

Loyalty programs continue to proliferate, while customers’ expectations continue to evolve. Program innovations are more important than ever, facilitating new ways for brands to focus on delivering seamless experiences when and where their best customers want them. In 500friends’s recent webinar, Geoffrey Smalling, CTO of 500friends, a Merkle Company, spoke about innovative ways, outlined below, that technology can facilitate collecting loyalty data to create experiential moments, keeping your loyalty members engaged and driving deep consumer value... Read more

Why Facebook Messenger Could be the Preferred Communication Channel for Retention Marketing by 2018

by Matt Gilbert
February 01, 2016
Why Facebook Messenger Could be the Preferred Communication Channel for Retention Marketing by 2018

In a recent blog post, Facebook’s VP of Messaging Products, David Marcus, announced that Facebook Messenger has crossed the 800 million monthly average user threshold. According to Nielsen, Messenger was the third most popular app in 2015, delivering 31 percent year on year growth. While Mr. Marcus downplays the milestone with an “early days” designation, businesses should be paying very close attention to the emergence of Messenger as a communications hub as they plan their retention marketing communication strategies for 2016 and beyond... Read more

Mobile Loyalty Programs: 5 Emerging Must-Haves

by Justin Yoshimura
June 10, 2014
Mobile Loyalty Programs: 5 Emerging Must-Haves

(Originally posted on ExactTarget blog) With Forrester reporting that mobile will account for 29% of online consumer purchases in 2014—up from 21% last year—it's now imperative that your loyalty program be mobile too. What, exactly, does mobile loyalty look like? When clients ask me that, I usually say the answer depends on what you sell, who your customers are, and what kind of relationship you’re looking to build. But so many loyalty marketers are now extending loyalty programs to mobile environments in ways that create new customer interactions and build brand value, that five mobile loyalty practices are quickly becoming essential: 1. Deliver full mobile access to loyalty benefits. At a minimum, let customers enroll in your loyalty program, earn/redeem rewards, and see reward balances—all through mobile devices. Remarkably, many retail brands have not yet reached this point, but according to Howard… Read more

Improve Your Email Marketing with Loyalty: Cardstore's Schedule-Ahead Promotion

by Zach Woith
March 21, 2014
Improve Your Email Marketing with Loyalty: Cardstore's Schedule-Ahead Promotion

One of the greatest benefits of running a loyalty program is the positive impact it can have on your email marketing. In fact, 500friends customers report that loyalty-powered emails can generate up to 50% higher response rates versus regular emails.A great example of how loyalty and email marketing can best work together is a new campaign by our client Cardstore, the online greeting card site owned by American Greetings. In the promotion (creative below), Cardstore offers customers double points for trying out a schedule-ahead feature that makes sending cards more convenient. The campaign is really smart for a bunch of reasons: by offering bonus loyalty rewards for using the schedule-ahead feature — but for a limited time only — Cardstore creates an appropriate sense of urgency, Cardstore is using its loyalty-powered promotion to interact with its customers during a non… Read more

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