Acquiring a New Member
Acquiring a new member to your loyalty program is a great sign of growth; it’s a sign your member base is getting larger and therefore your revenue and margins are growing. That’s the usual perception and the reason why many marketers spend a disproportionate amount of their budgets on various forms of above-the-line communication to attract new members.
Yet in most cases, this is the wrong approach.
We know that attracting a new member to engage and....