The Power of Loyalty in Email and SMS Marketing [Video]

Customer loyalty is an essential and long-term driver of business growth. SmartSites and MailChimp recently teamed up in NYC to help brands strengthen their loyalty strategies via email and SMS marketing. Attendees gained useful insights into the psychology of loyalty, behavioral science models, and practical tactics for retaining customers and boosting brand loyalty. Here’s a recap of the core takeaways and strategies.

The Loyalty Wheel: Four Key Drivers of Loyalty

MailChimp’s Loyalty Wheel, introduced in the workshop, is built on four principles: reward, emotion, memory, and social interaction. These principles help brands understand what influences customer loyalty. By addressing these elements, brands can create more meaningful connections that go beyond transactions. Attendees learned how each factor contributes to retaining customers and increasing engagement over time.

Behavioral Science and the Fogg Behavior Model

One of the key frameworks presented was the Fogg Behavior Model, developed at Stanford University. This model emphasizes three main factors in customer behavior: motivation (the “why”), ability (the “how”), and prompts (the …