This kind of email can help brands win over more Customers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 23, 2021, 2:27 PM UTC

Around 86% of loyal customers will recommend a brand to their friends and family.

Despite all the challenges of the previous year, around 57% of customers remained loyal to their favourite brands. Additionally, 66% of loyal customers will write a positive online review after a good experience. These numbers indicate that brands must focus on customer loyalty programs and email while stepping into the new year.

This piece shares some of the best examples of customer loyalty emails from which brands can take inspiration. For instance, Old Navy's loyalty emails are easy to understand and offer a simple way to accrue rewards and provide sufficiently attractive rewards. What makes them more attractive are – the promise of members-only offers, birthday bonuses and "special perks".

On the other hand, Anthropologie strikes the right balance between personalised and "creepy" with a loyalty email offering exclusive birthday discounts. Similarly, Brooklinen reaches out to their customers with an email containing personalised product curation based on their previous browsing habits.

Brands can also consider sending loyalty emails with personalised surveys. Like L'Occitane, companies can regularly conduct surveys to demonstrate the brand cares about its customers. A Qualtrics study found personalised surveys can increase response rates by nearly 48%. Further, maintain a proper email sequence, make customers feel valued and demonstrate the brand's corporate social responsibility credentials to boost customer loyalty.

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