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Prior to launching a loyalty program, developing a data collection structure will be imperative to the success of the loyalty program. By leveraging best practices for data collection, your structure will allow for accurate data capture which will result in an increased return on investment.

This tip outlines best practices for collecting data for new member acquisition, building out customer profiles and how to engage inactive members.
Best Practices: New Member Acquisition Campaigns

  • Include a double opt-in process to confirm new members are actively seeking to receive future communications. This process also helps to ensure their email address is correct.
    • Signup thank you page
      This page tells your new member to check their email for a confirmation message.
    • Opt-in confirmation email
      The confirmation email contains a unique URL that your new member must click through to be added to your loyalty program communications
  • Ask new members to enter their email twice during the online sign up process – see example below from a DSW campaign.
  • For online sign-up, use entity forms like “captcha” and “recaptcha” to make sure real people are entering their information - see example below from Whole Foods.

Best Practices: Building Out Customer Profiles
  • Brands who engage on social media channels enjoy higher loyalty from their customers. We recommend asking members to add their social media profiles to their loyalty profiles. This can be done through a couple of ways:  
Members earn points through adding Facebook, Twitter, Instagram to their profile. See example from Nature’s Bounty below.

  • Promote a social conversation or host a “Twitter party”. Pampers does this often, see example below.

  • Know your customer’s birthday! This allows greater segmentation and personalization within your communications. Plus, it’s a great way to surprise and delight a member during the year with special member benefits. See an example of this below from Land’s End.

Best Practices: Inactive Members
  • Incorporate a “win-back” series into your marketing plan to determine who still has an active email address and wants to continue to receive communications. Many of these inactive members are more likely to convert than a newly acquired subscriber, especially if they’ve purchased. Re-engaging an existing subscriber is always more cost-effective than acquiring a new one. See examples from Gilt and West Elm.

Your data collection plan will set the stage to understanding what data is important, when to ask for the data and how the data will be used. By following these best practices for collecting data, you will be more equipped to collect more accurate information with your customers at all points in their journey, and ultimately increase the success of your loyalty program. 

Carrie Blum is Vice President, Professional Services, at Aimia.


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