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How Can We Ensure That Spam Clutter Won't Damage Our Loyalty Program?
Loyalty marketers are now designing emails with a better chance of reaching their recipients and running campaigns to reward points and cash-back bonuses for consumers providing their email address.
Posted Feb 2, 2004
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Fear of spam, the unwanted junk email, is stopping consumers from providing email addresses for loyalty programs in which they wish to participate, making it extremely difficult for marketers to accommodate consumers' wishes to redeem loyalty program awards online. It has reached a point where loyalty marketers are now offering additional rewards designed to coax consumers into providing their email addresses. A recent Maritz Poll, which surveyed 1,205 adults nationwide, found that 56 percent of consumers prefer to redeem their rewards via the Internet, 47 percent prefer to redeem rewards at the point of purchase, 30 percent redeem via mail, and 20 percent prefer the telephone. While Americans say they prefer to redeem rewards online, Maritz has found that only 20 percent of loyalty marketing communications is actually conducted via email due to the low percentage of customers providing email addresses. Many consumers are reluctant to provide an email address because of spam. Spam is making communication difficult for legitimate marketers, but it's created vast opportunities for them, too. Online loyalty communication is the antispam, because it is a pure consumer opt-in environment, where no products are being solicited. We know that consumers who receive opt-in emails are looking for specific messages from their loyalty programs and deleting everything else. Loyalty marketers are now designing emails with a better chance of reaching their recipients and running campaigns to reward points and cash-back bonuses for consumers providing their email address. We've found that many consumers are providing their work email addresses, which have sophisticated spam filters in place. That's why it is crucial to design email messages that are clear and concise so they are not mistaken for spam and filtered out or deleted.
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