Survey: Spam Fears Affect Loyalty Marketing

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Fear of spam is stopping consumers from providing e-mail addresses for loyalty programs in which they wish to participate, making it difficult for marketers to accommodate consumers who wish to redeem loyalty programs online, according to research released last week from Maritz Loyalty Marketing.


Maritz also found that loyalty marketers now offer additional rewards to coax consumers into providing their e-mail addresses.


Maritz, a provider of customer loyalty programs based in St. Louis, reports that only 20 percent of loyalty communications are conducted via e-mail because of the low percentage of customers providing e-mail addresses.


Maritz said that loyalty marketers are designing e-mails with a better chance of reaching their recipients and running campaigns including rewards points and cash-back bonuses for consumers giving their e-mail addresses.


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