There are seven loyalty campaigns that every loyalty program should include in a lifecycle communications strategy. Each campaign is designed to influence a specific type of behavioral response from loyalty program members, based on where they are within the customer lifecycle.

These seven campaigns are:

> The Invitation

> The Welcome

> The Statement

> The Motivator

> The Celebration

> The Referral

> The Win-Back

For each of these campaigns, there is one psychological principle that is of paramount importance to the success of the campaign.

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