Enflow Digital: Turning loyalty points into $28,000+ in sales

In this edition of the Marketing Playbook, we explore how Enflow Digital helped a B2C ecommerce brand that specializes in hobby appliances boost their sales by re-engaging their most loyal customers.

By integrating Omnisend with Smile.io, Enflow Digital created a personalized reminder workflow that significantly increased the brand’s engagement and revenue.

Here’s how they did it, and how you can use timely loyalty program reminders to boost your own revenue.

Results

• Engagement: The automated reminder was sent to 4,285 contacts and got a 69.87% open rate, as well as a 12.23% click rate.
• Revenue: The campaign generated $28,371+ in sales for the brand in just five months.
• Consistent results: Enflow Digital’s strategy proved consistently successful, showing that personalized, data-driven campaigns outperform generic re-engagement messages.

Want to boost your brand’s success with Enflow Digital? Click here to get started.

Reigniting customer loyalty

Enflow Digital’s strategy focuses on re-engaging loyal customers who haven’t shopped in a while. By integrating Omnisend with the Smile.io loyalty program platform, the email marketing agency created personalized loyalty point reminders, encouraging customers to make a purchase before they miss out on rewards.

According to Enflow Digital, this strategy yields the best results if you already have a solid, engaged customer base with a substantial number of loyalty program members.

However, if you’re launching a new business or just introducing a loyalty program, it’s still worth setting up these automations right from the get-go. That way, you’ll maximize revenue opportunities as your store grows.

Strapped for time? Click here to book a free strategy session with Enflow Digital.

What makes this strategy work

• Personalization. The brand’s emails were customized to show each customer’s specific loyalty points balance and how close they were to earning a reward. This made the emails feel relevant and unique, grabbing the customers’ attention.
• Perfect timing. The emails were sent at just the right time – 45 days after the last purchase. This timing was based on a careful analysis of the customer journey, making it likely that customers would be thinking about restocking on essentials.
• FOMO. Enflow Digital’s emails played on the fear of missing out. When customers know they have rewards waiting or are close to earning one, they’re much more likely to make a purchase and make sure they don’t lose out.

Playbook

To execute the strategy that Enflow Digital used, do the following:

1. Integrate a loyalty program app with Omnisend

Integrate Omnisend with a loyalty program app. Make sure to follow the documentation for both tools to complete this setup.

Enflow Digital used Smile.io’s integration with Omnisend to execute their strategy.

Omnisend offers step-by-step tutorials for integrating with popular loyalty program apps like Smile.io or LoyaltyLion.

2. Analyze the data

After integrating your loyalty program app with Omnisend, look at your sales data to find the best times to re-engage customers and prevent them from dropping off.

For Enflow Digital, the optimal time to re-engage a customer was 45 days since last purchase.

3. Create customer segments

In Omnisend, create a segment of customers who:

• Are subscribed to your emails
• Haven’t placed an order in a certain number of days (based on your analysis)
• Are members of your loyalty program with points just below the reward threshold

For Enflow Digital, these were subscribers who had accumulated between 10 and 499 loyalty points and had not placed an order in the last 45 days.

If you’re using Smile.io, use the custom property for loyalty points to identify these customers.

4. Set up the loyalty reminder automation workflow

Create a workflow in Omnisend triggered by customers entering the segment you created.

Depending on your needs, you can optionally add a filter to skip contacts who have been in this automation within the last 45/60/90 days.

Then, add an email to the flow that includes the customer’s points balance using a custom property (e.g., [[contact.custom_properties.smile_points_balance]] for Smile.io users) and launch the workflow.

IMPORTANT

Check for conflicts: To avoid duplicate communications, make sure your loyalty program app isn’t sending reminder emails. If it is, disable those emails.

4. [Optional] Add a conditional split

To improve customer experience, consider adding a conditional split based on the customer’s points balance to tailor your messages. Send one message to customers who need more points to unlock a reward, and another to those who are already eligible for a gift.

Tips from the agency

Here are Enflow Digital’s tips for successfully re-engaging loyal customers:

• Include a special offer. Create special offers or bundles to boost the average order value and encourage purchases. For instance, offer a discount or create bundles that provide more value when purchased together.
• Keep it simple. A clean, simple design helps to keep the focus on your message. Avoid cluttering your emails with too many images or blocks of text. Use white space effectively to make your content easy to read.
• Focus on design + optimize for mobile. Make sure to carefully design your campaign’s visual elements. Focus on creating an appealing and user-friendly experience, particularly for mobile users. Place your CTA above the fold, within the initial scroll, to maximize click-through rates and conversions.

Who can use this strategy?

• Online stores that sell products requiring regular refills or restocking, such as hobby appliances, supplements, and skincare products, can greatly benefit from this strategy. These products naturally lend themselves to repeat purchases, and reminding customers of their loyalty points can incentivize them to come back for more.
• Stores with a wide range of products can use this strategy to encourage cross-selling. For instance, if a customer frequently buys a specific type of supplement, you can suggest related products that complement their purchases, making use of their loyalty points for discounts.
• Brands selling items that are typically purchased once, like mattresses, can benefit by promoting complementary products such as bed linens, pillows, and mattress protectors. These follow-up purchases can be encouraged through loyalty point reminders, enhancing customer satisfaction and increasing sales.
• For stores with a single SKU, focusing on referral commissions might be more effective than loyalty points. Encourage customers to refer friends and family in exchange for rewards, which can drive new customer acquisition.

About Enflow Digital

Enflow Digital was founded in 2022 by Julius Urbanavicius and Karolina Uvarkina. The Omnisend email marketing agency has grown to a team of 10 experienced email marketing experts with 3 to 20 years of experience in email copywriting, design, and strategy.

Focusing on ecommerce, Enflow Digital supports industries like supplements, wellness, skincare, pet care, jewelry, apparel, and outdoor. Their combination of data-driven email strategy, conversion-focused copywriting, and design has delivered great results for over 50 brands.

Enflow Digital’s approach to digital marketing blends comprehensive research, strategic planning, and a steadfast commitment to its clients’ long-term success. By creating a robust and customized marketing strategy for each client, they delve into detailed analyses of historical email marketing data, industry trends, and customer preferences.

This careful and thoughtful approach ensures that every campaign lands perfectly, is effective across various industries and audiences, and hits the mark every time.

Want to work with Enflow Digital? Click here to book a free strategy session.