This document discusses the power of email marketing for customer loyalty programs. It provides statistics showing that email is a core part of business and a growing channel, with over 2.6 billion users in 2015. Email is measurable, engaging, targeted, and affordable. The document advocates using email at all stages of the customer lifecycle, from acquisition to ongoing engagement, and emphasizes optimizing emails for mobile. It argues that loyalty programs need to evolve by building relationships through recognition, relevancy, emotion, and engagement in order to be successful.

1. THE POWER OF EMAIL
IN LOYALTY
Mobile Loyalty Programs Summit 2016
Presented by: Ross Sibbald

2. Ross Sibbald
Executive Head
Striata Marketing Solutions
ross.sibbald@striata.com
@rosssibbald
https://za.linkedin.com/in/rosssibbald
THIS IS ME

3. WHAT IS CUSTOMER LOYALTY

4. WHY CUSTOMER LOYALTY?
Generates an increase in
revenue
Leverages opportunities for up
sell and cross sell
Builds and solidifies customer
relationships
Benefit of doubt

5. Retailers, Banks, Insurance
companies, Medical Aid, right down
to local stores and hairdressers

6. Know your customer
Acknowledge your VIP customers
Be innovative
Differentiate and don’t be a “Me Too”
Enrich them with emotional experiences
and not just discounts
Predict and influence their future behavior
A GREAT LOYALTY PROGRAMME…

7. WHICH OF THESE ARE YOU?
Have a loyalty programme? Want a loyalty programme?

8. The Power of Email
Lifecycle Management
Automated Email Triggers
Conclusion
THE COMPETITIVE EDGE – OUR AGENDA

9. THE POWER OF EMAIL

11. Email is the number 1 activity
on mobile.
85%
of people say that mobile devices
are a central part of everyday life.
55%
Email opens are on mobile.
THE POWER OF EMAIL
Source: ExactTarget "2014 Mobile Behavior Report" (2014)
Email Monday: http://www.emailmonday.com/mobile-email-usage-statistics

12. Source: The Radicati Group, Inc. "Email Statistics Report, 2015-2019" (2015)
2015
2.6 Billion
2019
2.9 Billion
THE POWER OF EMAIL

13. Email is expected to grow to $12 billion by 2016
and email traffic is estimated to grow to over
192 billion emails sent per day by 2016
have 1billion active monthly users
EXPECTED GROWTH THIS YEAR
Source: The Radicati Group, Inc. "Email Market, 2012-2016" (2014)

14. 73%
of marketers agree that email
marketing is core to their
business
CORE OF BUSINESS
Source: Pardot "The 2015 Email Marketing Landscape Described in 16 Stats" (2015)

16. Email is….
• Direct
• Measureable = Intelligence!
• Engaging
• Relevant
• Targeted
• Personalized
• Responsive = multi devices
• Affordable
Optimize for Mobile
• People are ‘always on’
• Email is YOUR Mobile strategy
Email collection
Don’t forget text messages
EMAIL, EMAIL, EMAIL, EMAIL, EMAIL, EMAIL

18. Is the best entry point to encourage downloads
Drives repeat traffic to your app
Best medium to promote your app and play the
central role in an app crazy future

20. MILLENNIALS VS EMAILLENIALS

23. MYTHS BUSTED!!!

24. Loyalty is evolving – it needs to:
• Build relationships through recognition, relevancy to
your customer, emotion and most definitely
engagement
• Traditional reward structures are in need of an
overhaul / upgrade
• Stand out from your competition
• Customer engagement is key
• Integrate loyalty program with overall customer experience
• Deliver personalized experiences
• Build social media into your model
• Offer value adds
EVOLUTION OF LOYALTY THROUGH EMAIL

25. LIFECYCLE MANAGEMENT

29. MY 5 KEY TAKE-OUTS!
Customers who have purchased from you
deserve your attention!
Innovate your loyalty programme through
email
Who, When, Where, What, and How through
EMAIL
Email is your Mobile strategy!
In order to be successful you need to consult
with email experts who can guide you
through this….

30. ROSS SIBBALD