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Bubblehouse is the leading loyalty solution for brands and online stores.

February 7, 2024

The power of loyalty email marketing

Have you ever sat down and thought “how can I make my emails more powerful than they have ever been?”

As marketers, we all go through this perpetual cycle of understanding how to improve click through rates, conversions, and opens of the emails that we send out to our clients.

One of the most under-appreciated aspects of email marketing is how crucial loyalty can be to it, and how much of a superpower this will be for you, if you execute it correctly.

The biggest issue with email marketing is customers neglecting all of the emails you send to them as they become associated with spam in their inbox. The same way you get frustrated when you open up a bunch of adverts in your mailbox, whilst on the hunt to find that one important letter that you know was supposed to come in, customers’ inboxes are flooded with many repeating emails from different brands that are looking to reach out to them.

The solution to this problem is glaringly obvious to those people who know - make the emails that you send out matter to your customers. Add in personalization and information that will benefit your customer and will make them want to come back to your store. One of the best ways to do this is through tying in loyalty into your email marketing. With loyalty, you are able to add in a deeper level of personalization to your email marketing content by telling your customers how many points they have, what rewards they have recently unlocked and not used, how far away they are from unlocking their next reward, and what sorts of benefits they are eligible for right at that moment.

With powerful loyalty partners and software providers like Bubblehouse you will be able to make use of a wide range of triggers and events through your email marketing platform. Klaviyo, Attentive, Lisktrak, Customer.io - all of these platforms, through powerful integrations, make it very easy for you to pick out the right personalization elements to make your emails stand out to your customers.

Fun fact, the most powerful traditional marketing email flow that D2C businesses have is the “Abandoned Cart” flow. Bubblehouse’s “Monthly Loyalty Reminder” email flow has consistently outperformed this email for your customers and produced 47% higher conversion rate, 29% higher click-through rate, and 38% higher open rate.

Working with a strong loyalty provider can help you unlock the potential of loyalty emails. They work brilliantly, when done correctly, as customers can see the specific benefits as it relates to them individually, and thus they are much more likely to come back to your store and make a new purchase.

The more interesting your loyalty program is, the better the emails are that you can send through to your customers. When you incorporate tiers, birthday rewards, achievements, milestones, you will get email triggers and email flow opportunities from all of these different offerings, allowing you to keep your emails varied and interesting.

To further make your emails hit the mark with the individual customers, you should explore segmentation options too with Bubblehouse. Make sure to add in pieces of information into your email marketing tying back to other areas of your loyalty program. For example, if your program has product redemption options for points, add in some products that they can use their points towards. If your program has tiers, you can also add in how many points the customer needs to earn to reach the next tier, and what kinds of benefits they’d unlock when they get there.

Keep in mind, it is important to make sure that you are not overwhelming your customer with the quantity of emails that are sent through to them. Patchology had a brilliant way of solving this issue by incorporating the loyalty triggers provided by Bubblehouse into existing email flows they had, to make the current emails that they are sending out more varied and interesting to their customer base, yielding significant increases in click through and conversion rates on their existing flows.

If you want to get in touch to learn more about how to improve your current email marketing strategy through the implementation of loyalty email flows, feel free to schedule a call with us to learn more.

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