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Consumers Prefer Email for Loyalty Programs According to This Study

Brands have their work cut out for them if they want to retain their customers, and loyalty programs are an important tactic that they use to that end. According to a recent study conducted by the Lacek Group, a subsidiary of global marketing firm Ogilvy, revealed that 97% of customers expect to be able to use a brand loyalty program at least once or have a single interaction with it at bare minimum, so brands have a clear path that they can follow here.

With all of that having been said and now out of the way, it is important to note that the manner by which customers want to engage with loyalty programs is starting to change quite a lot. The study showed that 66% of customers that participated in the survey have joined a loyalty program because of the fact that this is the sort of thing that could potentially end up allowing them to save money on purchases that they were going to make anyway.

More importantly, an even greater proportion of customers, or 81% to be precise, have signed up for loyalty programs through either email, text messaging or social media with all things having been considered and taken into account. 62% of all customers felt that they should receive personalized communication for their brand loyalty, and 33% of them preferred email above all else perhaps due to how non-invasive it can be.

Email marketing has become a vital part of keeping in touch with customers and reminding them that their favorite brands are still churning out new products for them to enjoy. In spite of the fact that this is the case, 44% of customers that joined a loyalty program stopped taking part in it after going through just one negative experience, so brands need to focus on maintaining good quality programs. 55% of customers stay loyal to brands specifically because of loyalty rewards, so this method of retaining their goodwill can be a great way for brands to keep the machine running for the rest of the fiscal year.



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