How Startups Can Gamify Their Email Marketing Campaigns & Boost Customer Loyalty

Gamification in email marketing involves creating a game-like experience for your customers, encouraging them to engage with your brand, and ultimately increasing their loyalty and lifetime value. By setting up segmented flows inside platforms like MoEngage, you can guide your customers from one level to the next, with or without discounts, and increase their spending thresholds.

To get started, choose four money thresholds that make sense for your brand and AOV. For example, you could set the first level at 2X your AOV. Create separate segmented flows inside MoEngage for each threshold and ensure that they do not cross over with any other flows.

For instance, let’s take the example below of building four distinct flows: 

Flow 1: Buyers who have spent more than INR 500 but less than INR 1,000

Flow 2: Buyers who have spent more than INR 1,000 but less than INR 5,000

Flow 3: Buyers who have spent more than INR 5,000 but less than INR 10,000

Flow 4: Buyers who have spent more than INR 10,000

Gamify Your Emails 

Each segment will have slightly different emails, but the aim is to guide them from one level to the next, with or without a discount. You can offer a gift on the next purchase or a VIP special for them and their friends at level three. At level four, ask for video reviews and offer a gift valued at least 1X AOV. For the level 1 segment, one could approach email communication in the following ways: 

Example Email 1:

Subject: Congratulations on reaching Level 1, {{first_name}}!

Body:

Hey {{first_name}},

We’re thrilled to see that you’ve spent more than INR 500 with us! As a thank you, we’re happy to offer you {{discount_amount}} off your next purchase of INR {{minimum_order_amount}} or more. Just use the code {{discount_code}} at checkout.

But that’s not all! You’re now eligible to reach Level 2 and unlock even more rewards. Keep shopping to reach your next goal!

Best,

The {{brand}} Team

Example Email 2:

Subject: You’re so close to unlocking your next reward, {{first_name}}!

Body:

Hey {{first_name}},

Just a quick reminder that you’re only INR {{amount_left}} away from reaching Level 2! Keep shopping to reach your next goal and unlock even more rewards.

Best,

The {{brand}} Team

Sharing a summary of steps you can follow to create this for your D2C brand

1. Define The Programme Structure: First, decide on the structure of your loyalty programme. You can base it on tiers, points, or a combination of both. For example, you can offer different rewards for each tier or offer points for every purchase.
2. Set The Rewards: Next, determine the rewards for each tier or point level. You can offer discounts, free products, or other incentives. Make sure the rewards are desirable and relevant to your audience.
3. Segment Your Email List: Once you have signups, segment your email list by loyalty programme tier or point level. This allows you to send targeted and personalised emails to each segment.
4. Automate Your Email Flows: Create email flows for each tier or point level. You can use an email marketing tool like MoEngage or WebEngage or Wigzo to create the flows. Set up triggers for each email to be sent when a customer reaches a new tier or point level.
5. Send Emails With Rewards And Offers: Use email flows to send rewards and offers to your customers. For example, you can send a welcome email with a discount code when a customer signs up for the programme. Or, you can send an email with a free product when a customer reaches a new tier.
6. Track And Analyse Your Results: Use your email marketing tool’s analytics to track and analyse the results of your loyalty programme. Look for trends in customer behaviour and adjust your programme accordingly.

You can also use WhatsApp/SMS/Push notifications along with an email to increase the reach of your programme.

Tool Of The Week: Yotpo

Yotpo has been selected as the tool of the week for its ability to address the problem of unreliable online reviews, as highlighted in the founder’s origin story. Yotpo’s user-generated content marketing suite, including SMS marketing and loyalty/referral programmes, enables businesses to collect and leverage authentic customer feedback, boost sales, and improve customer relationships. With a valuation of over $1.4 Bn and a partnership with Shopify, Yotpo is an effective ecommerce marketing solution for businesses of all sizes.

Gamification in email marketing works because people naturally want to do more of what they are rewarded for and will almost always want to chase a goal. By following this quick little flow, you can take care of both triggers and increase your customer’s loyalty and lifetime value.

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