Fifty-percent of loyalty members drop out of the program within the first year, and as a result marketers are investing in maintaining a relationship with consumers. The graph above from L2’s Insight Report on Loyalty Programs shows where brands are making the investments. CRM and analytics are in the lead, while just 26% of digital marketers said they will be investing in social media management systems for loyalty programs.
More than 90% of members want to receive communications from loyalty programs they participate in, but just 53% describe the communications they receive relevant. Given that, emails and analytics are wise investment to ensure consistent and tailored communication with consumers.