Going the Distance: Four Ways to Build a Better Customer Loyalty Program for Your Brand

It’s easy enough for a customer to join your loyalty program, especially when you’re offering an incentive such as discounts. All your customer has to do is give out some basic information, and voila! They’re in the fold, a brand new loyalty member with your company. From there, it’s happily ever after. You offer the perks; they stand solidly by you, bringing you their continued business. Simple. Or is it? In reality, just how many of those customers are act ively participating in your loyalty program? Do you know? Sure, loyalty program memberships are on the rise according to market research company eMarketer, having jumped 25 percent in the space of just two years. However, that figure may be a bit misleading. The truth is that, while loyalty program sign-ups may be more numerous, active participation in such programs is actually in decline. At the time of the study, the average US household had memberships in 29 loyalty programs; yet consumers were only active in 12 of those. That’s just 41 percent. And even that meager figure represents a drop of 2 percentage points per year over each of the preceding four years, according to a study by loyalty-marketing research company COLLOQUY.

When discounts just aren’t enough

So what’s a brand to do? How can you make your loyalty program worth your customer’s while—as well as your own? After all, gaining a new loyalty member doesn’t mean much if your customer isn’t actively participating in your program. Consider this: Does your customer loyalty program offer members anything different from what your competitors are offering? Chances are your program includes discounts. That’s a given. And what customer doesn’t appreciate a good discount? But when every other company out there is providing this staple benefit in comparable amounts, it becomes less and less likely that customers will remain loyal to any one particular brand. Frankly, it’s all too easy for customers to get lost in a sea of loyalty member discounts. They’re everywhere. In fact, just under half of internet users perceive that all rewards programs are alike, according to a 2015 eMarketer survey. The key to success, then, is to differentiate your business from the crowd. If you can offer your customers something unique and valuable beyond the usual discount, chances are they’ll be more likely to stick with your brand. Here’s some inspiration from companies who get it.

Virgin: Reward more purchases with more benefits.

That’s not to say you need to get rid of discounts entirely. In fact, nothing could be further from the truth. Customers still love a good discount. The goal is to be creative in terms of the loyalty perks you offer. Take the Virgin Atlantic Flying Club, for example. As part of its loyalty program, the airline allows members to earn miles and tier points. Members are inducted at the Club Red tier, from which they can move up to Club Silver and then Club Gold. Here, it’s not just a discount. It’s status. And people respond to feeling important, elite. Still, even where the rewards themselves are concerned, Virgin is motivating loyalty customers with some pretty attractive offers. At the Club Red tier, members earn flight miles and receive discounts on rental cars, airport parking, hotels and holiday flights. But as members rise in tiers, they get even more. At the Club Silver tier, members earn 50 percent more points on flights, access to expedited check-in, and priority standby seating. And once they reach the top, Club Gold members receive double miles, priority boarding and access to exclusive clubhouses where they can get a drink or a massage before their flight. Now that’s some serious incentive to keep coming back for more. Discounts are still part of the equation – but they are designed with innovation and personal value in mind, elevating them to more than just savings.

Amazon Prime: Pay upfront and become a VIP.

What if your customers only had to pay a one-time upfront fee to get a year’s worth of substantial benefits? It may not sound like the smartest business idea at first glance. But take a closer look. Amazon Prime users pay a nominal $99 a year to gain free, two-day shipping on millions of products with no minimum purchase. And that’s just one benefit of going Prime. It’s true that Amazon loses $1-2 billion a year on Prime. This comes as no surprise given the incredible value the program offers. But get this: Amazon makes up for its losses in markedly higher transaction frequency. Specifically, Prime members spend an average of $1,500 a year on Amazon.com, compared with $625 spent by non-Prime users, a ccording to a 2015 report from Consumer Intelligence Research Partners.

Patagonia: Cater to customer values.

Sometimes, the draw for consumers isn’t saving money or getting a great deal. The eco-friendly outdoor clothing company Patagonia figured this out back in 2011, when it partnered with eBay to launch its Common Threads Initiative: a program that allows customers to resell their used Patagonia clothing via the company’s website. Why is this program important to customers? And how does it benefit Patagonia? The company’s brand embraces environmental and social responsibility, so it was only fitting that they create a platform for essentially recycling old clothing rather than merely throwing it away. The Common Threads Initiative helps Patagonia build a memorable brand and fierce loyalty by offering its customers a cause that aligns with deep personal values. OK, so their customers get to make a little money, too. Everybody wins.

American Airlines: Gamify your loyalty program.

If you’re going to offer your customers a loyalty program, why not make it f un? After all, engagement is key to building a strong relationship with your customer. And what better way to achieve that goal than making a game of it. American Airlines had this very thing in mind when it created its AAdvantage Passport Challenge following its merger with USAirways. The goal: find a new way to engage customers as big changes were underway. Using a custom Facebook application, American Airlines created a virtual passport to increase brand awareness while offering members a chance to earn bonus points. Customers earned these rewards through a variety of game-like activities, from answering trivia questions to tracking travel through a personalized dashboard. In the end, participants earned more than 70 percent more stamps than expected – and the airline saw a ROI of more than 500 percent. The takeaway: people like games.

Stand out from the crowd.

Your approach to your customer loyalty program should align with your overall marketing approach. Effective branding is about standing out, not blending it. Being memorable is key. To this end, keep in mind that loyalty programs are no longer a novelty. That means that yesterday’s strategies won’t work moving forward, so look for ways to rise above the noise, setting yourself apart from the cloying drone of countless other cookie-cutter programs.

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What Does the Demise of Internet Explorer Mean for the Future of Website Design?

On January 21, 2015, web developers everywhere let out a great collective sigh of relief. Why? Because that was the day Microsoft announced that Windows 10 will ship with a brand new browser, code-named “Project Spartan,” thus effectively signaling the inevitable demise of the old stalwart Internet Explorer. According to Microsoft, Spartan is designed to provide a more interoperable and reliable experience with advanced features including the ability to annotate web pages, a distraction-free reading experience and integration of Cortana for finding and doing things online faster. While this all might sound appealing to the average user, it is particularly welcome news for web developers, for whom Internet Explorer has long been regarded as the very bane of their existence. You see, each browser interprets code in different ways, and each has different versions that offer different capabilities. While Chrome, Firefox and Safari do have their differences, for the most part they have the same capabilities. However, Internet Explorer, or IE, has historically been the odd one out, notorious for causing issues for website designers due to its lack of capabilities, especially in older versions like IE7 and IE8 (which, for example, does not support such simple design elements as rounded corners and text shadows). But while web devs are raising their glasses to toast IE’s impending downfall, you’re probably left with more than a few questions. After all, since IE has been the standard Windows browser since the mid-1990s, that little blue “e” icon has become synonymous with the Internet for many everyday users. So what exactly does Microsoft’s decision to do away with Internet Explorer mean for you – and most importantly – for your website? Let’s explore (no pun intended).

The challenges of IE

On today’s Web, the various browser manufacturers have agreed on a certain set of standards that they will all obey. This is incredibly important for web designers (and, by extension, for businesses that have websites), because it means that as long as your website conforms to those agreed upon standards, it should be displayed in a fairly consistent manner no matter which browser a visitor uses to access your site. Unfortunately, this is not always the case. In the mid-to-late 1990’s, Microsoft was engaged in a heated race for market share with the other most popular browser of the day, Netscape Navigator. Instead of agreeing on a singular set of standards, these two companies tried to outdo each other by adding proprietary features to their software that would interpret and display websites differently. This created a lose-lose scenario for web designers and businesses, as it meant that you either had to develop two different versions of your site (one for each popular browser) or dictate which browser visitors should use (this is why it became commonplace to see disclaimers on sites reading something like “Best viewed in Internet Explorer 4”).  This exclusive approach is what led some companies to build the software they use to run their business for those specific platforms. Even now, almost 20 years later, companies that continue to use that software may still be dictating that their employees must use a woefully outdated browser. This is where IE begin to falter, especially in the court of public opinion. As newer browsers, such as Google’s Chrome – which now ranks as the most popular according to many studies – began to enter the market, people started using them at home. They quickly discovered that these modern browsers were not only much faster but that they also included many new features and capabilities. It didn’t take long for consumers to develop a strong preference for these newer browsers and to begin pushing back against their IT departments’ requirements that were keeping them shackled to antiquated versions of IE at the office.

Microsoft realizes the problem

You might think that Microsoft would love any scenario in which people are forced to use their browser. On the contrary, however, it has created a major PR problem for them. The same IT departments that would not allow employees make the switch to a new browser also prevented them from upgrading to newer versions of Internet Explorer. The reality is that those new versions of IE are very capable browsers that, like the others on the market today, conform to the standards that are an important part of modern web design. Microsoft wants customers to begin using these new versions of their software because the continued use of versions that were originally released 10 years ago or more has created a vey negative perception of their product in the marketplace that has tainted the Internet Explorer brand as a whole.

The struggles of web designers

While old versions of web browsers certainly pose problems for consumers, they are doubly challenging for web designers and for the companies they build sites for. Testing newly developed websites in legacy browsers to ensure reliable backwards compatibility  is a critical step in the process that requires significant time and effort, creating overhead that adds to the timeline and budget of every project. Exactly how many people are visiting your site with those outdated browsers? It depends on the nature of your business. For instance, my company works primarily with IT professionals, and our traffic numbers indicate that the majority of our audience uses newer browsers (including many on mobile devices). As a result, we don’t need to develop and test for very old browsers because our visitors simply aren’t using them. However, if your business serves a more broad base of consumers – and especially if many of your customers are likely to be older and/or less tech savvy – it is important to ensure that your site performs equally well on new and old browsers alike. A good place to start is by examining the analytics data for your site, which can tell you which browsers are being used to access your site. One of the nice things about newer browsers like Chrome and Firefox (and even current versions of IE) is that they auto-update. This means that they automatically download and install their own updates so we no longer need to worry about radically outdated versions of the software. However, older versions of IE do not do this, which is why we still struggle to support software that came out over 10 years ago. With Microsoft’s new browser – which we expect will include auto-update approach – we may hopefully have arrived at a point where even that legacy software is forced to be rewritten for the new age and we can all say a final goodbye to outdated browsers.

Better days ahead

So what does the emergence of Project Spartan mean for your business and your website? In the short term, you may not feel an immediate impact, but you likely will begin to reap the benefits in the not-too-distant future. If Microsoft succeeds in its objective of transitioning customers away from old versions of IE and adopting their new Project Spartan (or other more current and capable browsers), by the next time you are ready for a redesign, the amount of time required for browser testing may be significantly reduced because the browser landscape will have gotten less diverse with the continued shift away from those legacy browsers, which can only mean good things for your project budget! Another benefit will be a greatly reduced potential for users to encounter problems on your site due to browser compatibility issues, which of course means less chance that a frustrated visitor will need to call your company for support (best-case scenario) or will give up on your site and go elsewhere (worst-case scenario). Finally, the release of a new, more capable option from a company that has been at the forefront of browsers for years (despite popular opinion, Microsoft remains a power player in the world of the Web) is a great thing because it gives users more options. And if Microsoft is successful, their competitors will inevitably up their game as well – and that is good news for everyone!

Don’t throw dirt on IE’s grave just yet

While there is certainly much to look forward to with the future release of Project Spartan, unfortunately, we can’t call time of death on IE yet (as much as we might like to). As AdWeek’s Krista Monllos explained to NPR, Spartan is in for an uphill battle: “By introducing a new browser, you're asking people to change their daily habits. If someone is used to Chrome or used to whatever it is they use, they probably don't want to change.” After all, Internet Explorer still accounts for almost a quarter of the present-day desktop browser market, and IE8 is still used by almost seven percent of people in the United Sates. Therefore, moving forward, it will be important to keep a finger on the pulse of the shift in these numbers – as well as any changing trends in your own analytics data – in order to ensure that your site is designed and tested to serve the needs of your users, no matter where they may fall in the continuum of browser evolution.

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Business Toolbox: How to Standardize Your E-mail Signature

E-mail is the workhorse of communication for your business. It’s likely to be your first point of personal contact with prospective customers as well as your go-to vehicle for conducting day-to-day conversations with existing clients. As a result, your e-mail signature is an important – but all too often overlooked – extension of your brand. Just as you wouldn’t mail a letter or a proposal printed on any old paper stock, you should give equal consideration to creating and implementing a standardized corporate e-mail signature. However, this is where things get a little tricky. While your e-mail signature serves as your electronic business card, it doesn’t play by the same rules of branding that govern your stationery, website design or even participation in social media networks. Here are five common misconceptions that can lead you astray when crafting your signature:

1. If I’m going to represent my brand, I must include my logo.

According to conventional thinking, your company’s brand and logo are one and the same. However, as counterintuitive as it might seem, it is best not to include your logo in your e-mail signature. Why? Because it is difficult to control how images are interpreted and displayed by different e-mail clients. Most e-mail applications either store images as attachments or block them, resulting in a broken image. Therefore, if you construct your signature around a logo, and that image frequently is not displayed, it compromises the consistency and professionalism that you are trying to achieve. The best, most universally replicable alternative is to integrate your corporate colors in your signature, albeit with restraint. For example, you might choose to display your company name in one of your corporate colors, which will make it the most prominent element while also employing one of the primary elements of your visual brand.

2. Personality, personality, personality...it’s all about personality, right?

In marketing, yes. On Facebook, Twitter and LinkedIn, you’ll never get anywhere without personality. However, when it comes to e-mail, make sure your messages are friendly and personable, but keep your signature strictly professional. The one and only purpose of an e-mail signature is to let the recipient know who sent the message and provide a way for them to get in touch with you. You might think it’s fun to include your favorite quotation in every e-mail, but in doing so, you run the risk of unknowingly offending a client or prospect. And never include any non-company-related information in your corporate e-mail signature. Not a link to your personal blog, not the URL of your side-project website, not your Facebook, Twitter or Skype details. That’s only asking for trouble.

3. It’s important to make a lasting impression.

The only impression you want your e-mail signature to make is professionalism. If your clients remember your signature and not the point of your message, there’s a problem. Don’t give into the temptation to experiment with large, bold or multi-colored text. Don’t try to use the typeface from your logo; more often than not, it won’t be displayed properly by the recipient’s e-mail client. Stick with simple, plain, web-safe fonts in the same size as the body of your message, and you can’t go wrong. Returning to the example of mailing a letter or a proposal, there’s a reason you would never print your correspondence on multi-colored florescent paper. Like your letterhead, your signature should reflect the legitimacy and gravity of your business-related communication. It should never compete with your message or in any way distract from the information you need to convey.

4. I need to make sure that my clients can reach me by any and every means necessary.

There’s no question that great customer service is a key competitive edge in today’s marketplace. And it’s understandable why giving your clients your direct office line, 800 number, cell phone, fax number, IM handle, mailing address and LinkedIn profile would seem to convey that you are accessible at their convenience through any number of channels. However, a much better way to serve your clients is to provide the one method of contact through which they can almost always reach you. Most of the time, this will be a phone number (pick one: work or mobile). Then, rather than having to sift through a dozen different means of communication to identify the one they need or play guessing games about which one will connect them to you in the most expedient manner, it will be right there for them to find at a glance. As a rule, there’s no need to include your fax number or your mailing address in your e-mail signature. In the unlikely event that your client needs to send you something by fax or mail, you can either include this information in the body of your message, or they can jump over to your website, where these details should always be readily available.

5. I want to drive traffic to my blog / encourage people to follow me on Twitter / promote a limited-time offer.

These are all great marketing objectives. However, you must always keep in mind that e-mail is, first and foremost, a platform for communication between one human being and another. You wouldn’t wrap up a phone conversation with your client by asking them to be your friend on Facebook, and you wouldn’t conclude a sales meeting by making a blatant plug for your blog. Your e-mails aren’t billboards for your marketing message du jour; always keep it personal and professional. Including your website URL in your signature is a good way to indirectly promote your business, its presence on various social media networks and targeted marketing efforts without cluttering up your e-mail messages. If your customer or prospect clicks through to your site, they should be presented with all of these options – most likely before they ever leave the cover page.

Best practices for a professional e-mail signature

Follow these tried-and-true guidelines to ensure your e-mail signature is polished, professional and customer-friendly:

• Focus on providing only the most essential information about who you are and how you can be reached in an effective and unobtrusive way.
• Limit your signature to four lines (the accepted standard), with a maximum of 72 characters per line to optimize how it is displayed in different e-mail applications. Combine different types of information on one line by using pipes (|) to separate the text.
• Typically, you should include only your name, job title, company, primary method of contact and corporate web address. Don't repeat your e-mail address in your signature.
• Write out the URL for your company website rather than using hyperlinked text.
• Create different signatures for different purposes. For example, you might have one version for e-mails you send to vendors that includes your office line and another for client correspondence that provides your cell number.
• Always add a signature to replies, but include fewer details. For example, whereas your primary e-mail signature would most likely include your name, position, company name, contact information and web address, your reply signature might provide only your name, primary form of contact and web URL.
• Don’t include a legal disclaimer unless required to do so. The best practice is not to transmit confidential information in plain text in e-mails because that information could easily be extracted or forwarded.
• Use a signature delimiter to create visual separation between your signature and the body of your e-mail. The standard protocol recognized by most e-mail clients is two hyphens followed by a space and a line break (-- ).
• Don't use HTML formatting, as it can interfere with how your signature is displayed in some e-mail clients.
• Simple, plain text in the same size as the body of your e-mail is best. Employ bold or colored text very sparingly for emphasis, and use only your corporate colors.
• Don't use an image as your signature, and avoid including images in your signature.
• Be sure to test your signature in as many different e-mail clients as you can (including web-based applications like Gmail). Don't forget to also check how your signature looks when forwarded to ensure that all lines wrap correctly.

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