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Leveraging Emarsys Loyalty in Emails

Objectives

After completing this lesson, you will be able to:

Describe the key elements of Emarsys Loyalty
Use Emarsys Loyalty in personalized email campaigns with VCE

Emarsys Loyalty Overview

Emarsys Loyalty is designed to enhance customer loyalty by personalizing user experience based on tracked behavior and purchases. It aims to boost long-term customer value and return on investment and can be managed directly by marketers without IT support.

Let’s check out the basics of Emarsys Loyalty!

Increasing Customer Lifetime Value with Emarsys Loyalty

Emarsys Loyalty programs enhance customer lifetime value without reducing profits. The approach is not limited to offering discounts but uses point or spent-based systems to provide exclusive rewards, such as early access to special deals.

Unique benefits are also provided:

Established SAP Emarsys platform connection
Uniform and consistent customer experiences
Immediate responses based on customer behavior

Emarsys Loyalty examples: The image highlights the Emarsys Loyalty examples on the app's product page, showing incentives, points, early deal access, and customer rewards at various lifecycle stages.

Emarsys Loyalty Key Elements and Features

Loyalty Management and Configuration:

Emarsys Loyalty enables users to create and configure loyalty plans, including:

currencies
languages
markets

Settings include:

names
calculations
expiries
membership strategies.

Users can also adjust the configuration page's data connections, Loyalty Wallet, and API keys.

Component	Description
Tiers and Benefits	It utilizes tiers to assign various benefits customers can acquire. Rewards can be personalized, and members can transition between tiers based on specific actions or purchases.
Rewards and Redemption Management	This involves rewards like vouchers and exclusive access. Vouchers can be earned through points or actions or given out freely. Exclusive access allows members to access restricted parts of a website, such as special promotions.
Actions	Emarsys Loyalty Actions drive customer engagement through individualized interactions. They permit businesses to create specific messages, incentives, and rules for each customer's situation, such as rewarding members for purchases or brand recommendations.
Member Management	Emarsys Loyalty users can track loyalty statuses and activities, establish and manage groups, and carry out manual tasks like adding and downloading points.
Loyalty Dashboard	Emarsys Loyalty enables users to track the efficiency and status of their loyalty programs via the Loyalty Dashboard.
Loyalty Points	Status points determine the member's tier, while spend points are system currency for payments, voucher redemptions, and exclusive rewards.
Loyalty Wallet	This is a ready-made embedded solution for e-commerce websites that requires minimal IT skills to configure. It lets website visitors join and log into Loyalty, displays their balances and activities, and earn and redeem points for gifts and rewards.

Let’s explore how to use Emarsys Loyalty.

Website screenshot with Loyalty Wallet: The image displays a webstore with the embedded Emarsys Loyalty Wallet showing the current tier and points of a Loyalty member.

Emarsys Loyalty Plan Overview

Let's start by examining the Loyalty Plan before delving into its utilization in a VCE email. These details are in the Loyalty Management and Tiers and Benefits pages in SAP Emarsys.

Emarsys Loyalty Plan, Tiers and Benefits tables: The first table outlines the details of the Emarsys Loyalty Plan, such as name, plan, language, and currency. The second table reveals tier classifications, points earnings, and voucher discounts for each tier of the Emarsys Loyalty Plan.

SAP Emarsys Loyalty Action

Once we understand the plan, we create a Loyalty Action to be included in an email.

Firstly, go to the Loyalty Actions page and select the 'Abandoned Browse' card under the Purchases tab to edit.
In the 'Action Settings' step, add:
1. The internal name,
2. The minimum order and displayed amount,
3. The link and the displayed text that directs to a specific page.
Next, establish the rewards.
Multiple reward types can be enabled independently for each tier and new members.
In this scenario, we use the same settings for all tiers.
Determine the content in the Loyalty Wallet and the message sent.
If no reward is defined for non-members, a pre-set fallback message appears that can be customized in the 'Default Join' action.
Finally, define the action's validity and activate it.

Emarsys Loyalty in Email

Now, let's explore how this can be incorporated into a VCE email.

Edit the Abandoned Browse email and navigate to the 'Personalization' tab (1).
Here, all activated actions (2) can be found under predefined Loyalty (3) tokens.
The search (4) function can help you find them.
Then just add the tokens (5) individually.

SAP Emarsys UI screenshot: The image displays the Emarsys Loyalty in a VCE email, where the user follows instructions to edit the 'Abandoned Browse' email.

Then click on the contact preview to visualize how it appears for the selected contact with the Emarsys Loyalty content.

SAP Emarsys UI screenshot: This image displays Emarsys Loyalty in Email, showing the user previewing content as seen by a selected contact.

Note

Check out the Emarsys Loyalty Help portal for more information about strategies, Emarsys Loyalty implementation and activation, user guides, and more.

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