ebuzz - What Have You Done For Me Lately?

What Have You Done For Me Lately?

A recent article in Ars Technica notes that

MediaPost reported last week on learning gleaned from the Email Experience Council's first annual Email Evolution Conference. Chad White reported that "Lawrence DiCapua, Pepsi's senior marketing manager, said that the company identifies email forwarders and rewards them with a special VIP program within the Pepsi Extras loyalty program, along with others who show acts of evangelism. While people have to requalify for the VIP program with each campaign, some bloggers are permanently VIPed. Retailers know how to reward their most loyal customers, but do they take the time to reward their biggest brand evangelists within their email subscriber base? Those mavens can be worth way more than a loyal customer."

This and similar programs — like transition marketing — that make certain customers feel special is at the heart of a great email experience. When customers feel special, they are more likely to show loyalty in turn, and this extends into the cited "acts of evangelism."

Reward your customers whenever they do anything special, and you'll be the ones to reap the rewards.

And that's our take on the news today!

Click here to return to eBuzz Archives