Loyalty Marketing Improves With Campaign Feedback And Data Management
A loyalty marketing campaign is one aimed specifically at your existing customers, using your in-house database as a contact list. Loyalty marketing is more effective than cold marketing, as the recipients of your message are people who have already bought from you, or who have expressed a positive interest in your products or services. Loyalty marketing can be made much more effective with good data management and segmenting that data intelligently to create narrowly-defined groups of recipients and corresponding messages or promotions for these segments.
Think about the last few loyalty marketing activities you engaged in – what were you offering? Did you communicate the same message to everyone? Did you get the response you had hoped for? Did you log the response/actions taken by the recipients?
You're probably already defining segments based on geographic location, by preferred channel and even by interest areas as selected by your customer (include a tick box question on information capture forms asking people to select the products or services they are interested in to add a valuable field to your database).When third party cookies were still a “thing” you could also attach browsing data to your records, allowing you to segment further based on activity you could glean from tracking cookies. Things have moved on, so marketers need to get smart with database management to continue to segment data effectively.
If you have the campaign response data to your last few email or text campaigns, ensure that you flag the response of each person against their contact record, and make this a habit for the future. Doing this for each campaign gives you usable data to inform future segmenting activity – for example, recipients who visited the product or campaign page and spent time reading it but didn't purchase, may need another nudge for the same promotion or product. Use this information to create follow up communications to improve the conversion rate.
Your loyalty marketing contacts also express their interest (or disinterest) by visiting, or by not visiting a campaign landing page. These actions speak loudly, so make sure you're listening and remembering. If a contact repeatedly ignores communications about a specific product or product area, but regularly engages with a different product or service type you know that it's pointless including them in every single communication about the thing they're not interested in. You also know what they do want to hear about, so you can flag their record as having that interest for future targeting.
The creation of segments from your database should be done in conjunction with the product and sales teams. This team effort allows the products to inform the messages and the segments, and vice versa. Collaborative working also allows for more refinements to be made to your data management processes – what the product design team really wants to know about their end users can be gleaned through sending the right messages (and questions) to those people.
Take half an hour to delve into your marketing database and see what you already have to work with. Play around with some Venn diagram type segments and see if you can create workable, useful cohorts of data from what you already have. Then invite us in and we'll create exciting campaigns that enhance your data for the future.
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