Customer Loyalty

Delight customers. Create lasting relationships. Make more revenue.

Discover what loyalty is, how it impacts your brand, and how it’s essential for driving higher customer lifetime value.

What is Loyalty?

Customer loyalty can mean different things for different businesses — it’s more than just members in a program. Ultimately, it comes down to building long lasting customer relationships that lead to more purchases, more often, at higher values and at lower acquisition costs, so you can drive customer lifetime value.

Customer Loyalty
Index 2021

In this report, you’ll get the most recent research and data-driven insights on what defines and inspires true customer loyalty in 2021, including a breakdown of the five types of customer loyalty.

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Driving Customer Loyalty in a Digital Era

Learn what loyalty in a world of digital-first retail means for your customers and your business.
Get tips for staying relevant to customers and increasing CLTV.

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“67% of customers consider themselves loyal to a brand, whether they’re part of a loyalty program or not.”

— Emarsys Customer Loyalty Index 2021 Report

What does Loyalty look like?

From a customer’s perspective, there are many reasons to stay loyal to a brand. Understanding the five types of customer loyalty is crucial for better customer engagement and loyal, lasting relationships.

Incentivized

Loyalty developed through discounts, incentives, and rewards

Inherited

Loyalty that’s built through association with other brands

Silent

Customer loyalty without public advocacy or endorsement

Ethical

Loyalty founded on strong emotional connections and shared values

True Loyalty

Every brand’s dream — unshakeable loyalty that’s built through brand love

Membership, subscription, customer lifecycle, retention marketing, traditional marketing, and predictive marketing — any or all of these programs can be used to drive loyalty and CLTV, depending on what is best for your brand, and for your customers.

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How to Build Loyalty & CLTV

Use these actionable guides to create and execute an omnichannel engagement strategy that fosters loyalty, increases repeated high-value purchases, and drives CLTV.

10+ Value Exchanges to Grow Your First-Party Data

Without insight-rich first-party customer data, you can’t deliver the highly personalized 1:1 experiences that increase retention and drive loyalty. Learn 10 value exchanges to get the data you need for better omnichannel personalization.

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Drive Repeat Purchases & Customer Loyalty: Retail Playbook

The holidays bring new customers to your brand in droves, but how do you retain them and earn their loyalty? Discover five strategies to re-target and re-engage first-time buyers, and turn them into loyal lasting brand advocates.

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Top Brands Talk Customer Loyalty

Today’s customers have high standards when it comes to customer engagement. Yet 77% of loyalty programs fail within the first two years due to a lack of personalization, insufficient value, and relevance (source: Capgemini).

Learn how leading brands drive loyalty, increase retention, and accelerate business outcomes.

Increase Retention and Loyalty
with Emarsys

Emarsys helps brands personalize and execute all of these loyalty-building programs from one single platform, while providing deep customer insights beyond transaction history, so you’ll know how to best engage your loyal customers and entice non-loyal customers across all channels.