Creating the loyalty campaign message

The most important part of the loyalty campaign is the accompanying message. This is a personal email message which you compose in Spotler, in the Messages module. This module is the place where you can create, edit and manage messages.

All messages that you include in a campaign, Spotler automatically moves from the Messages module to Campaign messages. This is to protect the messages from being accidentally deleted.

You can use the 'Drag & drop editor' to easily create your message. Would you like to know more about messages? Consult the module description of the Messages module to learn more about the editor. When you get started with composing the message, have a look at the tips below as well.

7 tips for the loyalty email

1. Personal greeting

A loyalty email is a personal message, used to emphasize your relationship with the customer. If you include elements such as a personalized opening and closing greeting, and maybe a personal offer or discount, you immediately set the tone and show that you appreciate this customer relationship. Functions such as personalization can also help. For example, you can add a personal greeting in the subject line by clicking on the {p} icon.

2. Personal content

Adding photos of your colleagues and a personal video message always makes a difference. If you do so, make sure that the content (visuals, text, gift, etc.) is tailored to your target group. Functions in the campaign steps such as dynamic content, customized newsletter and/or target group filters can help with this. To do so, read more about composing a dynamic newsletter.

3. The gift

Offer the customer a gift that is meant especially for them, for being a loyal customer. Make sure it's something that is worth their effort. A €5 discount with a purchase of at least €200 doesn't really come across as a gift. Better gift ideas are:

  • Free information in the form of a white paper/video/workshop/advice
  • An x percent discount
  • Free accessory or gadget
  • Exclusive access to a customer day or another event

4. Emphasize the reason

Always tell your customers why they are receiving a gift. Consider reasons such as:

  • First time shopping
  • Celebration of anniversary
  • Introducing new customers
  • Purchase no. X or purchase amount X

5. Contact details

Always show within your emails that you are service-oriented and open to starting a dialogue by including your contact information, so that you can always be easily reached. A customer satisfaction survey can also be a nice addition. Read more about surveys.

6. Service links

Always include an Unsubscribe link in your message, and preferably also an Edit profile link. If the interests of the reader have changed, they can easily edit their preferences or unsubscribe to the newsletter. This allows you to prevent negative customer experiences and to build a genuinely interested target group.

7. Testing

An advantage of automatic campaigns is that they basically take care of themselves. We do recommend reviewing the results of your campaign every now and then. Can anything be improved? You can determine starting points for further improvement by testing different subject lines, images, or playing around with the button. Additionally, testing the type of gift can also yield interesting results. You could also use dynamic content for this test, giving larger discounts to your most loyal customers for instance. 

You can easily create multiple variants of the win-back email by making a copy and adding the message(s) to the campaign in step 2. By using target group filters in the campaign, you ensure that the right message is sent to the right target group.

Is the message completely to your liking? Then test it yourself or have it tested by colleagues.

Changing the message status

Are the messages completely to your liking and have you tested them extensively? Then you can change the status to Final.

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