Before you set up your Loyalty plan and enable your account, it is worth familiarizing yourself with the components you will be working with, to aid you in your decision-making. Here is a description of these components and some frequently asked questions.
Consider your objective in setting up a Loyalty plan. This will affect the way you structure your tiers and redemption workflow.
- If you want to increase average order value, you might want to focus on one-off benefits such as free shipping or discount vouchers.
- If you want to drive purchase frequency, you might want to reduce the time window during which points can be redeemed.
Most of your customers will be familiar with online gaming and concepts such as accumulating experience, one-off seasonal benefits and levelling up. If you use a similar approach and language, you will help adoption and increase engagement.
We have different types of plan to cater for different business models. They ensure that the workflow for engaging with and rewarding your customers fits the use cases that underlie it.
Currently we have one active plan type: Points.
You cannot change your plan after you have activated your Loyalty account. If you do need to, you must contact Emarsys Support.
Once a plan is active, you can only change the actions or benefits in it once per quarter-year. In the last 14 days of each fiscal quarter, you can prepare changes to the plan and then activate them at the start of the next quarter.
Give your Loyalty plan a branded name that resonates with your customers and clearly describes the benefits they will receive by joining it.
Points are the standard currency for Loyalty. You define how customers earn them (e.g. through spending money or engaging with your brand), and then control how they spend them.
Points are described in two ways:
- Balance points - These points can be spent. Each point earned is added to a customer's Wallet, and each point redeemed (or expired) is deducted from it.
- Status points - These points cannot be spent. They are accumulated during the time period you define for tier allocation. When a customer has accumulate enough status points, they join a higher tier. Once per year (every 12 months or on January 1st, according to your settings) this total is reset to zero.
Treat your points like currency and give them a branded name that resonates with your customers.
- How valuable should I make my points? Can I assign a value higher than $1 or €1?
In our experience, it is best to keep the value of your points low and let customers accumulate them in large numbers. We do not allow you to assign a value higher than $1/€1 to a single point. In any case, you control their value when you define the number of points required to redeem vouchers or benefits.
- How does point calculation work for decimals?
We award points for every full currency unit spent, but we remember the leftover decimals from the last spend. For example, if a customer spends $1.50 today, they will receive 1 point (if the ratio is 1:1), with $0.50 being stored. And if they spend $2.90 tomorrow, that is added to the $0.50 (total $3.40) and they will receive a further 3 points, with the leftover $0.40 being stored until the next purchase.
- Can I assign fractions of points per currency unit spent?
No. You can only use whole numbers for both points and currency units.
- Can I assign extra points to specific products?
Not directly. You can only assign a different rate of points on a category level. You could create a special category for a particular set of products, but you should be careful as that will have knock-on effects on the rest of your product data file.
- How does balance points expiration work?
If you have set an expiration date for balance points, Loyalty monitors when points are acquired and when they are redeemed, and makes sure that the oldest points are redeemed first. Balance points will only expire if two conditions are met: they are older than the expiration period, and no (or fewer) points have been redeemed since then.
Tiers determine the level of benefits that a customer can enjoy from your Loyalty plan.
Every plan has a starting tier which has no requirements for entry. You must add at least 1 more tier, and can have up to 9 tiers in total. When you create a new tier it is always added above the highest tier - you cannot create a new tier and insert it between two existing tiers. Likewise you can only delete the highest tier; all the customers in that tier will automatically be added to the tier below.
You define requirements for entry in terms of required spend and number of purchases. These two requirements must both be fulfilled - you cannot define a minimum spend or and minimum number of purchases.
If you do want to have either/or requirements for entry, you can define one tier for each requirement and then treat them identically in terms of benefits and redemption settings.
When you set up your Loyalty plan you must decide what to do with your existing customer base. The option you choose will depend on whether you already have data from a previous plan.
You can define drop-out scenarios for tiers, and can
- Can I use my own icons for the tier badges?
Currently no. You can either use our default icons or no icons at all.
- Why am I not allowed to set requirements for entry into the first tier?
The first tier is the entry level into the Loyalty plan. If you want to set entry requirements before customers can receive benefits associated with the lowest tier, then start your redemption plan on tier 2 and allow no redemption for tier 1 members.
- Can I award more than pone reward per tier?
Actions are the customer-side interactions with your Loyalty plan. Your Loyalty plan is based around offering incentives to customers to take these actions and/or rewarding for doing so. There are 5 types of action:
- Join - When a customer first joins your plan.
- Purchase - When any purchase is completed. You can delay the reward for purchases to take into account returns and cancellations.
- Engagement - With the API, this can be any engagement on your website as defined by you. Without the API this is dependent on a value change in a contact data field.
- Bonus - You can define any action here based on an event.
- Redemption - When a customer spends their balance points.
You must define a default action for each one which is the fallback option when no reward is defined or in case of network or system errors. These are flagged by a black tag and cannot be deleted. There are also some actions associated with Tactics and these are flagged with a blue tag. They also cannot be deleted.
Your Loyalty account comes with a number of preset actions for you to use straight away. In addition to this you can create an unlimited number of your own actions.
- Can I use my own icons for the actions?
Currently no. You can either use our default icons or no icons at all.
- Reward benefit – This is the standard benefit type, for example a discount voucher or exclusive access to a service, and is tied to a voucher pool
- Events benefit –
- Date benefit – These benefits are linked to dates such as birthdays, Black Friday, and so on.
- Custom benefit – This option allows you to enter a free description of the benefit, and you are then responsible for delivering this reward (e.g. branded gift items).
You can create an unlimited number of fixed benefits.
Loyalty blocks in email
After you join Loyalty, you will have to update your email template with a special content block for Loyalty. This block will pull content from Loyalty for each customer.
These blocks are fully customizable in terms of design and content, with the exception of the smart loyalty block. This takes the content that you define in the Loyalty settings.