Last year, 44% of email recipients made at least one purchase based on a promotional email. Are your emails driving revenue? Many businesses use email marketing. But without a good strategy, customers may quickly move promotional messages from their inbox straight to the trash. Our newest eBook provides easy steps, like including a call to action and how to avoid being marked as spam, and other insights to ensure your email campaigns are bringing your loyal customers back in the door. Check out our free eBook today, and make sure your email promotions get your best customers visiting and spending more.

1. Bring Back Your
Best Customers
Email Marketing:

2. 03
PAGE
Loyalty Marketing,
Why Is It Important?
- Harvard Business Review
Loyalty marketing is more
relevant today than ever
• Your biggest asset is your existing
customer base and foot traffic
• Data shows that loyalty programs
can increase customer visits by 20%
or more
• With social media, each of your
customers can now share your
brand with hundreds of others
• Technology can now automate most
of your loyalty marketing needs
• It’s marketing that’s fun and makes
sense!
How email marketing
drives loyalty
• Brings your best customers in the
door quickly, or can drive immediate
online purchases
• Customers prefer getting
convenient messages from places
they already go to, especially places
they frequent
• Email promotions/newsletters can
reach customers throughout the
day, people check their emails on
the go, as well as at work and at
home
• Businesses can get creative with
images and other content in emails
• Timely email marketing can build
brand loyalty when you send good
content, customers will begin to be
on the lookout for your emails
• Good email campaigns can
complement your other marketing
efforts
Customer loyalty
is the single most
important driver
of growth and
profitability.
Experts agree that loyalty is
the most effective and highest
return marketing:
$REVENUE
CUSTOMER BEHAVIOR
REWARD
COSTS
LOYALTY MARKETING COSTS
PROGRAM
COSTS
NET
REVENUE
INCREASE
VISIT MORE
FREQUENTLY
PARTICIPATE IN
PROMOTIONS
SPEND MORE
PER VISIT
Loyalty marketing ROI is traditionally
driven by increasing visits, spend,
and promotion participation.

3. 04
PAGE
- Bain & Company
It is 6 to 7 times
more expensive
to acquire a new
customer than to
retain an existing
one.
Email marketing stats
• 44% of email recipients made at
least one purchase last year based
on a promotional email
• 35% of business professionals
check email on a mobile device
Source: Convince & Convert
• 7 in 10 people say they had made
use of a coupon or discount that
they had learned about through a
marketing email in the prior week or
month
• 40% of customers claim to enjoy
getting lots of marketing emails
from their favorite brands each
week
Source: 2012 Blue Kangaroo Survey
Build customer loyalty by
sending these types of email
messages
• Exclusive email coupons/
promotions, sales, or gifts for
rewards/club members
• Newsletters with interesting content
applicable to your audience
• Prompt website or social media
visits, so they get your marketing
content and specials on sites they
already frequent
• Send birthday/anniversary gifts or
messages that show customers you
appreciate them or know them well
Source: GetResponse
44% of email
recipients made
at least one
purchase based
on an email

4. 07
PAGE
Experts agree that loyalty is
the most effective and highest
return marketing
Before you launch an email campaign, some
things to consider:
Who is your audience? Who are the people you are
trying to target?
example: College students, the business lunch crowd,
little leaguers and families
What is the goal you want to accomplish?
example: To announce an exclusive sale, to get more
Twitter followers, promote Father’s Day gift purchases
What actions do you want your customers to take once
reading your email?
example: Bring in a coupon to your store, visit and like
your Facebook page, make an online order
- Deloitte Research Survey
Retailers
with loyalty
programs, on
average, are
88% more
profitable than
competitors
who do not.

5. 08
PAGE
Make sure your email message
is thoughtful and encourages an
action
• When writing a good email message, you
want to make sure to keep it short and to
the point.
• Use persuasion tactics, like time
expirations, exclusiveness, secret items or
prizes, etc. to create a sense of urgency.
For example, ‘The first 100 customers
receive a free appetizer!’ plays on the
customers’ fear of missing out. But use
these sparingly since urgency can lose its
effectiveness if done too often.
• Make sure you include a way to find you!
Add addresses, relevant phone numbers,
and an email they can respond to if they
like.
• Most importantly, include a prominent
call to action: what do you want them to
do and when?
7 Steps To A
Great Email
Campaign
# 01
January - New Years Day
February - Valentine’s &
President’s Day
March - Spring Break & St.
Patrick’s Day
April - Earth Day
May - Memorial & Mother’s
Day, Graduation Season
June - Father’s Day and
Summer Break
July - Independence Day &
Wedding Season
August - Back to School
Season
September - Labor Day
October - Halloween & Fall
Season
November - Thanksgiving &
Black Friday
December - Christmas & New
Years Eve
Send an email
for Holidays or
Special Seasons:

6. Make sure your subject line is
eye catching and interesting
You have about 2 seconds to convince
a customer to open your email, or trash
it. So you have to make it grab their
attention using between 5 and 8 words.
47% of consumers make their decision
about whether or not to open emails from
businesses or nonprofits based on the
content of the subject line.
Source: Social Media Quickstarter
10
PAGE
Include a relevant picture
People are visual creatures, so make sure
to add a picture or two to help illustrate
the message you want your readers to
get. Photos increase the likelihood that
your customers will click through your
email, which means more customers
visiting your website, calling you for a
reservation, etc.
Some considerations to take into account:
• Keep images small so they don’t slow
load time on less advanced Internet
connections.
• Use images with people and faces in
them.
• If you can, avoid stock imagery. It’s
obvious and makes your email look less
personal. And please, PLEASE don’t
use clip-art.
• Finally, include a link in your images.
People expect to be able to click
through to something when they
see an image.
Source: Simple Relevance
Also, be cautious about ONLY using
pictures in your email. If a customer’s
email doesn’t load the images, or loads
them too slowly, your customers won’t
see any of your message, so be sure to
always include some text, even if it is at
the bottom.
Some rules are meant to be
broken, but laws are not
CAN-SPAM Act
• Don’t use false or misleading header
information.
• Don’t use deceptive subject lines.
• Identify the message as an ad.
• Tell recipients where you’re located.
• Tell recipients how to opt out of
receiving future emails from you.
• Honor opt-out requests promptly.
• Monitor what others are doing on your
behalf.
Check out http://www.business.ftc.gov/
for all the details!
Things that will be marked as spam are
lots of punctuation marks, excessive
use of the word FREE,
misspellings,
grammatical errors,
and using all
caps.
Steps 1 & 2 Real World Example:
Short but effective messaging
Includes a call to action
Includes a relevant image
# 02 # 03 # 04
Image Source: Anthropologie
Source: Constant Contact

7. 12
PAGE
Schedule your emails
at optimal times and be
cautious of the number
of emails sent per week
Most messages land in people’s
inboxes in the morning, which
is why it is better to email in the
afternoon. That is when it will be
more likely noticed, opened, and
clicked through.
Always remember: Quality over
quantity. So don’t send more than a
couple a week! That way your loyal
customers will eventually be on the
look out for your emails since you
send only the best content.
Train your
employees to
ask and make
it super easy for your
customers to give their
email contact information
Try to capture the customer
information on your point-of-sale*
or computer, it will save you time in
the long run. Display a marketing
table stand at your checkout
counter that tells customers all
the incentives they will receive for
signing up to your email list.
# 05 # 06
45% of
consumers
decide not to
open your email
because you
send them too
many emails.
Source: Social Media Quickstarter
Top reasons people
will sign up for your
email list: To receive
discounts and special
offers (58%), to take
part in a specific
promotion (39%), or
if they are a regular
customer (37%).
Source: Social Media Quickstarter
You can use FiveStars
to not only capture
your customers’
emails, but also
their names, phone
numbers, notes about
their purchases, their
birthdays, and so much
more. Send targeted
emails to your VIP
customers, as well
as reconnect with
customers who haven’t
been back in a while,
with the the FiveStars
Loyalty Automation
Platform. We integrate
right on your point-of-
sale!
Check out
http://bit.ly/demofivestars
for more details.

8. Track how many people visit from
your email by including in your
email message ‘Give email code
MOTHERSDAY to your cashier at
checkout to get your discount,’
and have your employees tally
them up. Some email marketing
programs give you open and click
through rates; if so, compare the
results across your different email
campaigns. You may see patterns
that will tell you which subject lines
and messages perform better.
# 07
Measure your
success to
improve over
time
14
PAGE

9. 16
PAGE
Want to start emailing your
customer base? What are the
current tools are out there?
• Constant Contact
• Mail Chimp
• GetResponse
• FiveStars Loyalty Automation Platform
Cue shameless plug!
FiveStars is pioneering loyalty automation that
includes targeted email marketing campaigns
FiveStars Loyalty Automation Platform:
We take care of everything
• Point-of-Sale Relationship Manager
Customer info right on the POS
Never slow down the line
Built in fraud control
• FiveStars Card
Simple technology that everyone can use
Impossible to lose
Over 900,000 cardholders
• Customer Engagement Toolkit
Simple segmentation
Text or email campaigns
Social media integration
Want a free demo from FiveStars?
Visit http://bit.ly/demofivestars
To learn how FiveStars can help increase word of mouth for
your business, go to http://bit.ly/demofivestars