Marketing professionals told to 'target loyalty program members'

Businesses engaging in email marketing correspondence will find that messages targeted at loyal customers are much more effective than bulk mailing.

This is the finding of a recent study conducted by Experian Marketing Services, which found that emails to current loyalty program members have transaction rates almost 30 per cent higher than standard mailouts.

Added to this, emails targeted to current loyalty program members have a 40 per cent higher open rate, 22 per cent higher click rate and revenue per email that is 11 per cent higher, correspondingly.

"Knowing which customers have a propensity to be loyal brand advocates is critical to every business today," said Rachel Bergman, senior vice-president and general manager of Experian CheetahMail.

"Given the highly competitive nature of the industry, marketers that engage customers with programs that motivate and reward loyalty will yield significant returns."

Meanwhile, email marketing has been named as one of the most effective methods that businesses can use to stay in contact with their customers, according to the findings of a recent study by MerchantCircle.

Posted by Rachel Wheeler