Surface loyalty tier data in Email Builder

What is a tier program?

A tier program is a type of loyalty program that provides customers with different benefits depending on the tier they’re in. Tiers typically take a hierarchical structure in that customers in the lowest tier typically receive less benefits than the highest tier. For example, a tiered program could look like a “bronze, silver, or gold” membership.

Are there any prerequisites to surfacing tier data in Email Builder?

Yes, customers must:

1. Set up the custom fields for Current Term Points and Tier Level in Campaign Monitor.
2. Data must be uploaded into Campaign Monitor either by file upload (ex. .xls, .csv), API, or CRM integration.

What are the ways to surface tier data in Email Builder?

Customers can surface tier data in Email Builder by:

1. Using personalization tags. (Included in all packages.)
2. Using dynamic content tags. (Included in all packages.)
3. Using LiveImages. (Included in Essentials and Premier plans)

The Email Builder makes it easy to personalize your campaigns when surfacing your customers’ loyalty data. Adding loyalty information in your campaigns can build your relationship with your customers in a few different ways:

• It makes your customer feel like you’re interested in how they’re interacting with your program
• It incentivizes your customers to continue accumulating points and referrals, purchase products/services from your brand, and level up their tiers
• It tells your customer you’re invested in running a well-managed loyalty program

Follow the instructions below to understand how to surface tier-based data in your campaigns!

Prerequisites

The following custom fields must be present in your list. For instructions on how to set up these custom fields, read here.

Using Email Builder

The most straightforward way to show tier data in your campaigns is to use custom fields. You can surface the subscriber’s Current Term Points or Tier Level by calling the appropriate personalization tag in your campaign. By calling the personalization tag, we’ll dynamically change the tag to display information relevant to each subscriber.

Using the tier level personalization tag within Email Builder.

Tier level personalization tag after the campaign is sent.

To read more about surfacing custom fields within an email, click here.

If you’d like to adjust designs or copy of emails based on tier membership, you have the ability to show and hide rows in your email design based. You can specify which rows can appear for each segment. When the email is sent, only sections that the recipient is allowed to see will appear.

1. In your campaign design, create individual rows for each tier level.
2. Select the row and open the “Who should see this?” section on the left-hand bar.
3. Select the tier level(s) that can see the row.
4. Repeat steps 2-3 for each individual row you’ve created.

If you are building HTML emails, you’ll have more flexibility to customize your emails with dynamic content tags. Here are some examples of how you can surface tier data in your HTML campaign.

Adjust copy and design based on tier.

Example of serving different text in an HTML email based on the Tier Level custom field value.

[if:TierLevel="Bronze"]
 You're currently a Bronze member.
 <a class="btn" href="http://www.domain.com/link1">View your benefits</a>.
[elseif:TierLevel="Silver"]
 You're currently a Silver member.
 <a class="btn" href="http://www.domain.com/link2">View your benefits</a>.
[elseif:TierLevel="Gold"]
 You're currently a Gold member.
 <a class="btn" href="http://www.domain.com/link2">View your benefits</a>.
[else]
 You currently don't have any loyalty benefits. <a href="http://www.domain.com/link4">Join today</a>! 
[endif]

Example of serving different text in an HTML email based on segment membership.

Important: This example shows dynamic copy based on list and segment membership. These lists and segments must be created in your account. For instructions on how to build segments, read here.

[ifmemberof:"My Loyalty List|Bronze Members"]
You're currently a Bronze member.
<a class="btn" href="http://www.domain.com/link1">View your benefits</a>.
[endif]

[ifmemberof:"My Loyalty List|Bronze Members - Transition - 50 Points Away Silver"]
You're less than 50 points from becoming a Silver member!
<a href="http://www.domain.com/link1">Level up today</a>
[endif]

For further instructions on how to use dynamic content tags, read here.