This Tactic drives members to earn more points and upgrade their status.
The incentive for the upcoming purchase and the new tier benefits that will open up, drives the customer to complete the upgrade.
It supports the Revenue objective by contributing to the following strategies:
- Drive purchase frequency
- Increase average order value
- Increase active customer revenue
- Increase premium customer revenue
- Increase retention
- A loyalty member collects nearly enough status points to advance to the next tier.
- The member receives an email promoting the advantages of the next tier and encouraging a purchase to advance earlier to next tier.
Automation Center program
Activating the Tactic
- Activate the purchase action "Upgrade your status" at Add-ons > Actions.
- Create a "Close to Next Tier" email campaign.
- Insert the personalization tokens of the purchase action into the email campaign.
Further channels are planned to be included in the tactic program.
- Create the segment for contacts who are close to the next tier (you decide what is the range of the points to consider).
- Swap the email in the Tactic with your "Close to next tier" email campaign (be sure to include the "Upgrade your status" action tokens).
- Activate the Tactic.
The program uses a Relational segment with the template: "Loyalty [Number] of points to next tier". As seen in the following image, you can define how many points are considered close to the next tier and target contacts accordingly.
As this program runs daily, be sure to keep a reasonable period for reentry into the program in the participation settings.
Tips & hints
As the first step of creating content for this Close to next tier Tactic, you can get some inspiration and creative ideas at Emarsys Inspirations under the Loyalty tab.