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Marketing - The Missing Link That Activates Your Loyalty Programme

Many businesses think of marketing as something separate from loyalty - but in reality, marketing is what brings your loyalty programme to life. It's how you stay connected with your members, build lasting relationships, and keep your brand top-of-mind.

Whether you're sending a birthday greeting, announcing a new product, or simply reminding customers you're here, consistent engagement is key. That's why a loyalty rewards programme without a marketing component is incomplete.

You may also hear terms like loyalty marketing platform or loyalty marketing programmes - these refer to tools or strategies that help businesses use customer data from their loyalty management system to run effective outreach campaigns.

Three Powerful Loyalty Marketing Strategies & Examples to Market To Your Members

1. Targeted Campaigns

Want to bring back customers who haven't visited in a while? Or promote a new menu item only to tea drinkers?

With campaign-based marketing, you can:

  • Send broad promotions to your entire member base
  • Run targeted campaigns to specific segments, such as:
    • Dormant customers
    • High spenders
    • Product-specific buyers

This kind of targeting increases relevance - and results.

2. Marketing Automation

Automation allows you to engage with customers without lifting a finger every day. Examples include:

  • Sending birthday greetings automatically
  • Reminding members of expiring rewards or unused points
  • Updating them on their latest transactions or point balance

By automating these touchpoints, you save time while keeping your customers engaged and informed.

3. In-App or Portal Marketing Banners

The member portal is valuable real estate. Use it to:

  • Showcase seasonal promotions
  • Highlight flash sales
  • Announce new product launches

Even when customers aren't actively buying, seeing your brand in their dashboard keeps you top-of-mind.

Why Marketing Matters in Loyalty Programme

Without regular, meaningful communication, even the best reward point system will lose momentum. Marketing gives your loyalty programme its voice. It's how you turn data into action and ensure your members feel seen, valued, and motivated to return.

The right marketing turns passive members into active fans. With OneWayLoyalty, you can automate, personalise, and target your outreach - all from one powerful platform.

Discover our loyalty membership, marketing and reward solutions today.