the secret to a faultless email marketing loyalty program

Fawn Young Best Practices

Learn what email marketing loyalty best practices are.

The goal of an email marketing loyalty program is to help customers reap rewards for being frequent purchasers within a given timeframe.

And it’s safe to say, these programs are enormously popular.

In fact, U.S. consumers hold 3.8 billion memberships in customer loyalty programs. The majority of those same consumers (53%) identified being “easy to use” as the main reason for participating in a loyalty program. Other reasons included “gives great discounts” (39%) and “easy to understand” (37%).

Following loyalty and frequent purchaser program best practices can bring a lot of revenue to your company. But the secret to a successful email marketing loyalty program might not be what you think…

A customer-minded opt-in form.

That’s right. Without a proper opt-in form and the conversion-specific language it entails, you might be saying goodbye to a whole lot of possible loyalty program members. With that in mind, we’ve gathered examples from one of our favorite email marketing loyalty programs — The Key — to inspire your own campaigns.

the landing page

The Key is a rewards program for the seven brands under the Williams-Sonoma umbrella. While the email marketing for this loyalty program is on point, it’s also important to note The Key landing page subscribers arrive at once they’ve clicked in the email.

Pottery Barn's loyalty program landing page.

The first section explains what’s in it for the members. They’re given two options: Apply to become a card holder and earn 10% back in rewards -OR- become a key holder and earn 3% back in rewards.

The next section showcases the family of brands across which The Key program spans.A snapshot of the Key landing page.

It also touts benefits such as 3% back and free design services. Additionally, there’s a simple 1-2-3 step section clearly laying out the ease of signing up for the program and taking advantage of rewards earned.

And who doesn’t enjoy the section specifically dedicated to Frequently Asked Questions? This is a unique approach to this type of program because there are probably a lot of questions that can be answered in the FAQs… but not a lot of brands think to include this on their landing pages.

This in turn keeps subscribers moving through the signup process rather than leaving them wondering about details. And that could put them at risk of leaving the loyalty program landing page frustrated and in search of answers.

The last section reiterates the family of brands included in this email marketing loyalty program. This time, though, it takes a visual approach using “Shop” CTAs.

Finally, The Key offers customer service contact information and the necessary fine print.

The final section of The Key loyalty program landing page.

This loyalty program has incorporated many best practices into its landing page:

  • Answers the question “What’s in it for me?”
  • Provides clear CTAs
  • Takes a 1-2-3 step approach
  • Includes FAQs
  • Features Terms & Conditions

Under each section, the brand provides more information, links to Terms and Conditions, and the ability for current members to sign into their existing accounts.

This is a simple approach that’s well executed.

the opt-in form

An engaging landing page is a must for any email marketing loyalty program. But what happens next is arguably the most important step. Once subscribers click the “Join Now” CTA, they’re sent to this form.

Here is The Key's opt-in form.

Steps to opt into They Key's loyalty program.

The opt-in form sets the customer’s expectations by clearly defining steps and highlighting what information will be needed at each step.

Subscribers are invited to create an account or sign into an existing one. And steps 2-4 are grayed out — but still visible — so subscribers can see them, but aren’t distracted by them.

There’s also a clear CTA to submit, as well as an option to cancel.

The branding within the opt-in form is in line with The Key email marketing loyalty program and landing page. This resonates with customers that they’re in the right place filling out a legitimate form.

conclusion: the other side of email marketing loyalty programs

It’s important to offer relevant and enticing rewards in your email marketing loyalty program to get subscribers to click through.

But there’s no doubt the secret to your success will be after the click: your landing page and signup form.

The Key and other successful loyalty programs keep the customer experience in mind at all times when creating marketing assets for their programs. Beginning the rewards relationship in a positive, non-frustrating fashion will help keep your program top of mind.

And if you need help creating a world-class email marketing loyalty program — from strategy, to copy, to design and implementation — our team of experts is willing and ready. We’ve executed them dozens of times and always jump at a new challenge. Just reach out.

Schedule a demo with WhatCounts Email Service Provider (ESP).

With over a decade of online marketing experience under her belt, Fawn has helped many B2C and B2B clients optimize their online marketing campaigns. She’s dabbled in everything from email marketing, paid search, comparison shopping, affiliate marketing, landing page optimization, multivariate testing and segmenting.