Personalising your Incentive Program Communications

So, you’ve launched a points-based incentive program for your business customers. What now?

After any program launch, a well-designed comms strategy does the heavy lifting to engage customers. But unfortunately, we often see communications strategies sidelined, and the engagement approach is a set of generic mass emails.

Such emails might have some basic personalisation, such as point balances, new updates, or activities to drive tactical engagement. The main purpose of these comms is to nudge participants to check the program website and see how they’re tracking towards a reward. But is this enough?

If you are already allocating points to customers, there are ways to use this data and improve your program engagement. Leveraging data in your comms strategy will tie everything together and increase engagement via a communications strategy.

Compare the approach. This is how it goes with generic comms:

But when you use data, this is how the same message could look like:

This example not only shows John his points balance, but he can see how long it took him to accumulate those points. We’re also saying “John, thanks for your business” with a relevant reward that he fancies, and we’re letting him know how he can earn rewards again and keep his business with us.

Contact us if you would like to learn how this approach may benefit your program communications.