Posts Tagged loyalty programs
eBrand Media Discovery: U.S. consumers feel loyalty reward program messaging not relevant
According to consumer survey research released by Direct Antidote, far too many mailings, emails and Facebook messages that companies send to their loyalty reward program members miss the mark. Only 32% of U.S. consumers rated reward program communications 8 or higher on a 1 to 10 scale for measuring relevancy to their personal needs, with 68% giving a score of 7 or below.
Centered on loyalty rewards communications, such as annual points balance reports, special earning offers and program information. Despite marketers devotion to customized messaging, the study results across all demographics surveyed showed average relevance scores, with Seniors reporting the lowest perceived relevance at a 5.7 mean score, and Young Adults and Hispanics tied for the highest at 6.9.
Posted by Tom Polanski in Marketing, Trend Tracker, eBrand Media on August 26th, 2009