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What does successful loyalty look like?

In part I of our loyalty series, we outlined an approach, based on research and intelligence, to build the cornerstones for successful loyalty. By identifying your competition, data, customer segments and cross-functional resources, your team is prepared to build on that foundation to drive success. But what defines success? Setting targets may seem as if it’s designed to help the C-suite sleep well at night, but objectives have a more substantial impact. Mainly those goals will prevent the bureaucracy of cross-functional teams deviating from the bigger picture.

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Is Loyalty Right for my Brand?

Loyalty programs aren’t cookie-cutter—at least not successful ones. Great programs have layers and nuances that harmonize with their brand, customer and goals. Loyalty can’t be an affectation since customers see through insincerity in today’s digitally-saturated world. So how can we provide the best experience for consumers? It all starts with rolling up our sleeves and exploring the data available to us. By researching upfront, marketers garner data to utilize in the later stages of program infrastructure, ensuring a customer-focused program.

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Multi-Country Marketing: How To Market Across Time Zones with Limited Resources

Ecommerce retailers take wildly varied approaches to tackling international markets. For some, the opportunity is obscured by a massive barrier to entry that’s simply too high for the cautious CMO. They isolate and focus resources on efficiencies and optimization for domestic ventures. And while this has often been successful, there’s still an untapped market out there.

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Brand Balance: Utilizing Promotions without Brand Denigration

Promotions are a vexing topic recently as brands struggle with the dichotomy of driving revenue without hurting brand prestige in a saturated market. While the debate stumbles along in classrooms and boardrooms alike, most marketers are simply asking the wrong question. It’s not SHOULD we discount, but how, when and to which consumers are we discounting to reach revenue objectives? First let’s start with why we discount. Inventory Glut – Happens to even the best inventory managers and we need to move through product.

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Loyalty Retention Missing from Most Programs

Loyalty marketers have a delicate balance between acquisition and retention. Both strategies, while often different, predicate a success for mature programs. At Baesman, what we often find during our loyalty audits is that many brands have mature strategies in place to drive acquisition, but many of those brands falter in two areas.

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Drive Engagement with 4 CTA Optimization Ideas

Calls to Action are often treated as the ugly duckling by creatives. However, without CTA’s the most beautiful photography in the world would be rendered useless. Here’s how to increase your site and email engagement with four simple CTA optimization tactics. Place CTA’s Above the Fold

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3 Email Strategies Customers Can't Resist

Your email campaigns are only as good as the content you put in them. Don’t miss out on sales because of sub-par content. Utilize these three campaigns to catch customer attention in a saturated email market. Consistency is King This is Pavlov’s dogs for the digital age. Elicit a behavior of routine opens by consistently differentiating 1 email per cycle. That email stands out from the crowd, it’s refreshing, highly relevant to the brand and provides high value to the customer.

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Mobile Marketing Tactics You Can Implement Right Now

Mobile is the new battleground for brands. Traffic keeps increasing and conversion remains low; generating more pressure to produce results. That pressure is pushing product managers to focus on streamlined projects based on a utilitarian points system of lowest level of effort and highest potential reward. That method—in many cases—undervalues customer needs and the largest projects don’t necessarily equate to big rewards.

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Fragmented Cross-Functional Teams are the Downfall of Loyalty Programs

Loyalty marketing is a different breed. It’s an amalgamation of all channels—email, web, brand, stores, App, CRM—even UX. Melding channels can cause loyalty marketers to sweat, thinking of the cross-functional nightmare created when 10 people with different priorities, KPI’s and goals impact their bottom line. The good news is cross-functional fragmentation doesn’t have to be a nightmare and it can be avoided with a proactive approach.

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3 Loyalty CX Metrics Most Miss

Most of us know that loyal customers are the foundation for successful brands. Within loyalty, marketers provide benefits, experiences and promotions designed to retain high-value consumers. We develop charts, decile files and create complex formulas to improve retention. The problem for many loyalty & CRM marketers is that they aren’t measuring the whole customer experience. Your loyalty program’s success is tied to the entire customer journey and understanding how a consumer gets to-and-from your program is vital for success.

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Direct Mail Outperforms Digital for Acquisition

Direct mail isn’t as glamorous as digital marketing, it isn’t as innovative as mobile marketing, and it isn’t as recognized as email marketing. But direct mail achieves one important strategy better than any other medium. Direct mail acquires customers; it simply outperforms digital channels. Here's a look at response rates based on a 2015 DMA report Direct Mail: 1.0% Mobile: 0.2% Social: 0.1% Paid Search: 0.1% Undervalued in the Digital Age

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