Loyalty Programs vs. Email Marketing
05/05/10
This week we had a huge Loyal Rewards customer cancel his email account with us to switch to text marketing. I sent a final email to his customers telling them they are discontinuing the email program in lieu of text marketing. I have received over 100 replies to their last email – here's what their customers have to say:
· I am your best customer--I don't text--I guess you don't need my business--thanks a lot
· I don't think that is fair. I don't have texting and I am a great customer. So I feel like I am being cheated and left out.
· Very sad to see you're going away from the email coupons. I don't text, and won't, so I'll not be able to use your coupons. Thus, probably won't visit much anymore :(
· Great you are going totally to texting and discontinuing e-mails -- too bad for you as i do NOT text on my cell phone. You lose a customer
· Not everyone has cell phones and do texting!! What about us? NO MORE EMAILS, NO MORE BUSINESS!!!
· Well sorry I can’t be a part of your program, I DO NOT text. Guess you will lose some customer’s by going to just a text program.
We are only eliminating an email program, not a loyalty program where their customers have earned points. Keep this in mind if you are considering a loyalty program -- Since only 7% of restaurants use loyalty programs, history has proven that few businesses stay with their loyalty program for the long term – and when you cancel it, you lose customers.
