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Increasing Engagement With Rewards Programs

Updated: Jul 29, 2020

Member rewards and loyalty programs are a terrific way for organizations to demonstrate that they want to help their group members keep money in their pockets. Especially these days!

When someone is sitting down to a nice evening meal, in a high-end restaurant, or, relaxing in a hotel bed, it’s made all the sweeter when they get it at a great price. If these people are reaping the rewards thanks to the initiative of their organization to sign them up to a Member Rewards Program, then their satisfaction rates will grow.

The reality is, however, that many members fail to activate their loyalty memberships and miss out on these great rewards. When choosing a loyalty program, it’s important to recognize those companies that go above and beyond in increasing member engagement. This can be done through a variety of ‘old school’ and modern tech-driven ways, so let’s explore a few of them.

1. Weekly Mailers Remain Very Worthwhile

E-mail might seem very old-fashioned in the internet age, but it remains a vital mode of formal communication. We don’t want to be bombarded with non-urgent messages, but people tend to respond well to mailers as an advertising medium. A Forbes article on the topic estimates that you get a $35-$40 return on every $1 investment. That puts it top of the pile as an advertising channel, and far exceeds the returns seen for radio and TV.

This also translates to a company's rewards and loyalty program. If you update members with weekly information about new deals on the latest gadgets, or dental care offers, then they’ll soon find something that encourages them to activate and use their loyalty card. Don’t sleep on e-mail. Just because it’s an old idea, that doesn’t make it ineffective.

2. Choose a Member Rewards Program with a Great Online Presence

Member and employee engagement through rewards and loyalty programs has changed significantly in the age of the smartphone. People have become used to accessing information within seconds, whether they’re sitting at home or out-and-about on the city streets. Organizations rolling out rewards and loyalty programs must adapt to these new norms by allowing members to access benefits with similar ease.

Members should be able to access instant information about discounts for individual brands, and smartphone apps are vital for this purpose. EMarketer has found that 84 percent of phone internet time is spent on apps, as opposed to a mere 15 percent on web browsers. Once members discover their rewards and loyalty program has an app presence, they’re much more likely to access it.

Beware, however, that some members may be sitting at their desks in front of a conventional computer screen. Smartphones supplement laptop, desktop and tablets in the modern age, and a comprehensive website is a crucial part of enticing people to access rewards and loyalty program benefits.

Keep all the channels updated with new weekly and monthly offers. There’s no point in offering great value ski trips in June or deals on a new barbecue in the middle of winter.

3. Develop a Digital Magazine to Learn More About the Brands and Their Offers

In an increasingly busy world, sitting down with an online magazine can be a wonderful mode of relaxation. They allow us to delve into topics in greater detail, and it’s also a useful tool for member rewards and loyalty programs in Canada. Member companies can distribute the magazines via their intranet and through email to their members. As well as outlining the latest deals available, a magazine allows members to learn more about brand partners and what they can offer.

Developing content for a magazine is a bit more time consuming however, so make sure you budget resources accordingly. The information must not be overly time sensitive or you’ll end up frustrating members with out-of-date offers.

Rewards and loyalty programs are proven to drive increased recruitment, retention and engagement when they are properly created and delivered consistently through multiple touch points.

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