Almost every time I look at a café’s coffee card I see a massive mistake. No, it’s not the spelling. And it’s not the question if you are giving away every 7th or 10th coffee for free.
The biggest mistake you can make designing your loyalty card is not to give your customers the option to leave their name and e-mail address on it. This simple but fatal mistake means that you could be losing thousands of dollars every year.
Loyalty cards are a fast and easy way to collect personal data and build an e-mail list for all your future e-mail marketing campaigns. Here’s how you do it.
Next time you design a new loyalty card make sure to add two fields, one for the customer’s name and one for their e-mail address. Every time you hand out a new card, ask them to fill in the details for a chance to win a prize. This will give you a reason for why you are asking for their details. When they come to redeem the free coffee, keep the card and double check if name and e-mail have been entered correctly and readably. Once you got a bunch of cards together, add all recipients to your e-mail list.
Creating an incentive will ensure that people give you their actual e-mail address. Without a good reason you might end up with a whole bunch of fake addresses. This incentive could be a gift voucher for your cafe, a gift card for the movies or whatever else you can think of that your customers would like. It doesn’t need to be expensive. Keep the value somewhere between $20 – $50 and make it a monthly lucky draw. Then start to advertise it in your shop. Feel free to change the prize every now and then to keep it exciting.
This incentive will not only encourage your customers to drink more coffee, but will get them talking about who won the prize each month. Celebrate each month’s winner and display their name prominently on a blackboard in your shop. This helps create even more buzz.