Direct Mail Still Delivers for Loyalty Programs
Many businesses rely on mobile apps to help customers track and redeem their loyalty program rewards. But that assumes customers are regularly checking those apps. With the average person juggling 18 apps on their mobile phones, loyalty program updates can easily get lost in the shuffle.
What about reminders by email? Email has its place, but the average person receives 121 emails per day. Even if your message lands in their inbox, there's no guarantee it will be opened, let alone acted on.
Eighty percent of business revenue comes from repeat visits, so keeping customers engaged with your loyalty program is critical. Customers who don't redeem their reward points are more likely to drop off the radar.
How can you ensure that customers use their points before they expire? Use a channel they won't (or can't) ignore: their mailbox.
Your Powerful Marketing Tool
Let's say you're a local restaurant serving delicious, locally sourced food. Direct mail is a powerful tool at your disposal. You know that, unlike many digital channels, 98% of people check their mailboxes every day. With direct mail, your message gets seen.
To keep your customers engaged, you might send a postcard like this:
Hey there, [First Name]!
Thanks for being one of our most loyal guests! You've racked up 752 points in our loyalty program, and you're just a step away from delicious rewards. Here's a taste of what your points can get you…
The piece might showcase rewards across three enticing tiers, complete with mouthwatering photos to help customers visualize the perks.
A few weeks later, if your loyalty program members haven't used their points, you might send a follow-up postcard like this:
Hi [First Name],
With 752 points, you're well on your way to free meals, exclusive experiences, and VIP perks. But those points expire at the end of the month. Hurry in so you don't miss out!
With mailings like this, not only do you maintain engagement with your customers, but when they redeem their points, you gather data you can use to send them highly targeted communications later.
In a digital world overloaded with noise, direct mail does more than remind customers they've earned rewards. It inspires them to act. When used strategically, direct mail can turn dormant points into repeat visits, satisfied customers, and a stronger bottom line for you.
