As a product or marketing manager, launching a customer engagement program can be exciting but it's not without its challenges.
So you've done the research and finally decided to roll out a card-linked loyalty program. You have the app or website designed; you have your integrations (with Olive, perhaps :)), and you've launched and emailed your customer base, telling them all about the awesome things your new program does.
But one, two, three months on, you're not seeing the adoption you hoped for. What's going on?!
First of all, don't panic.
Loyalty can be akin to an art, and different programs require different things to grow and nurture. But loyalty also can be a science, and there are certain strings to tug on to get those sign-ups growing.
In this article, we will discuss how to ensure you are getting the most out of your program and strengthen customer engagement. One effective approach is to introduce a card-linked program that offers rewards or discounts tied directly to customers' goals and payment cards.
Understanding the initial roadblocks
Before diving into strategies to boost adoption, it's crucial to understand the potential barriers your customers might be facing. Sometimes, there can be more holding customers back. The macro-environment can play a role in influencing your loyalty program. For example, with the cost of living on the rise, retail sales are down as of Q2 2024, indicating weaker consumer demand for goods. However, many businesses can help address these concerns with strong loyalty programs, specifically card-linked programs that make a difference in people's financial lives.
The power of card-linked loyalty programs
The power of card-linked loyalty programs is their ability to help customers reach their financial goals even when they are feeling the impact of inflation. Rewards like roundups and cashback make it effortless for your customers to increase their savings and investments.
Unlike traditional loyalty programs, the value of card-linking relates directly to what customers want-meaningful rewards. It's easy for businesses to implement and even easier for customers to enjoy. During times when people are pulling back on their spending, card-linked offers are powerful incentives for customers to shop and earn rewards. This a great way for platforms and businesses to increase their customer base and engage with them in new and meaningful ways.
Like any customer program, getting it ready is one thing; getting your customer to engage with it is a task on its own. Here are some best practices to consider when marketing your card-linked customer program.
Understanding your audience and their motivations
Who is your demographic? What drives them? Why are they in your pool? What are their goals?
How does your program relate to their goals? For example, if you're a charity program focused on helping unhoused people get back on their feet, your audience likely has a deep emotional connection to that. Does your program relate closely to your organization's mission and that emotional pull?
How are you communicating with your audience? Is your audience primarily offline, preferring to chat with you during events or 1-1? Or is your audience primarily online? What is your email open rate? It can take multiple messages for someone to understand what the program is about and what it's trying to accomplish - as often as 8-9 encounters through email, socials, in-person events, etc. before they decide to take the leap and sign up. Help them understand by explaining the program through visuals and experimenting with your CTAs.
Crafting compelling call-to-actions (CTAs)
A strong CTA is a given in any marketer's toolbox. But in the rush to get a program out the door and into the wild, it can get overlooked. When people aren't signing up at the rate you expected, but the program is working as well as expected, take a look at the marketing, and the CTA is the first place to start.
Here are some aspects you need to grade your CTA:
- Is it clear and concise?: Ensure your CTA is clear and concise. Use action-oriented words like "Join Now," "Sign Up Today," or "Get Started."
- Does it communicate the value?: Highlight the benefits of signing up. For example, "Earn Cash Back on Every Purchase" or "Exclusive Discounts for Members."
- Is it visible?: Place CTAs in prominent locations on your website, emails, and social media platforms. Use contrasting colours to make them stand out.
- Does it convey urgency?: Create a sense of urgency with phrases like "Limited Time Offer" or "Join Before [Date] to Get a Bonus."
Emphasize a seamless sign-up process
One of the great things about a card-linked loyalty program is the ease of sign-up. You enroll and enjoy. But sometimes, there are unnecessary elements added to this process.
If you're noticing that people are clicking on CTAs but failing to complete registration, take another look at your sign up process. Are the steps well-communicated? Are you reassuring clients of their top concerns? Are there too many fields to fill in? Here are some topics to consider:
- Only require what is needed: Only ask for essential information initially. Additional details can be gathered later. With Olive's card-linking platform, there is no need for customers to input their banking credentials.
- Minimal Steps and Clear Instructions: Simplifying the registration process with minimal steps and clear, easy-to-follow instructions ensures that customers can complete the sign-up without confusion or frustration.
- User-Friendly Interfaces: Designing user-friendly interfaces enhances the overall customer experience, allowing for a seamless and enjoyable registration process.
Leveraging email marketing
Email remains a powerful tool for converting leads into program members. By creating personalized, targeted email campaigns, companies can directly reach their audience with relevant content, promotions, and updates. This approach not only helps in nurturing leads and converting them into loyal customers but also provides valuable insights through analytics, allowing for continual optimization. Here's how to optimize your email campaigns:
- Personalization: Use personalized subject lines and content to increase open rates and engagement.
- Clear CTAs: Incorporate prominent and persuasive CTAs in your emails.
- Follow-Up Series: Implement a series of follow-up emails to remind and encourage users to complete the sign-up process.
Engaging through multiple channels
Engaging through multiple channels is essential for businesses aiming to connect with their audience in today's digital landscape. By utilizing various channels, businesses can reach a broader audience and cater to diverse customer preferences. This multi-channel approach ensures that the message is consistently delivered, regardless of where the customer is most active.
- Social Media Campaigns: Use targeted ads, organic posts, and stories to promote your card-linked program.
- Content Marketing: Publish blog posts, videos, and infographics that explain the benefits of your program.
- Partnerships: Partner with other brands or businesses to co-promote the program.
Sell it right: make your program unmissable!
Communicating the value of your card-linked program through the right channels is crucial for maximizing their success. Leveraging various channels ensures benefits are clearly conveyed and readily accessible to all customers. Effective communication strategies help highlight the ease and advantages of participating in the program, thus driving higher engagement and adoption rates.
In summary, the power of card-linked loyalty programs lies in the ability to seamlessly integrate financial benefits into customers' everyday transactions. Through strategic and personalized communication, businesses can effectively showcase the program's value, leading to increased engagement, loyalty, and financial well-being.
Olive: a card-linking solution tailored for you
At Olive, we make card-linking simple and effective. Whether you’re looking for a fully customizable solution or a ready-to-launch program, we’ve got you covered. With our extensive library of offers and the flexibility to onboard your own merchants, you can design a program that perfectly fits your business and customer goals.
Let Olive help you drive engagement, loyalty, and growth—seamlessly. Request a demo today.