Moving Past Points and Perks for Deeper Connection

As inboxes become technologically smarter, consumer trust is growing more fragile. From the evolution of credit cards into luxury goods to the rise of voice-activated email, we’re revealing six trends that are transforming loyalty marketing. Get the strategic guidance you need to achieve lasting customer relationships.

Welcome to the third installment in our series!

Loyalty Trend 3: Craving Connection

Chasing rewards points and getting exclusive offers are the perks of being a loyal customer, but connection to the brand is the backbone. Brand communications need to transform from promotional pushes to genuine brand moments

Messaging that speaks to shared purpose, cultural moments, or aspirational identity turns emails into brand moments rather than just promotional pushes. 

The Human Touch

In the era of automation, what stands out is human touch.

Building connections with customers beyond transactional perks and points relies on establishing emotional resonance, shared value alignment, and mutual respect. 

Here are a few key strategies to begin building deeper connections: 

• Identify affirmation – aspirational reinforcement, exclusive status and recognition, celebrating milestones
• Values alignment – connecting purchase to impact, give back options, tailored content/offers to shared beliefs
• Foster community – member only forums, solicited feedback for new initiatives/services, showcase customer stories/testimonials
• Support – exclusive educational content and enrichment, empathetic service resolution, unexpected gestures like a free gift

Loyalty is an Emotion, Not a Transaction

Forget the transactional scorecard, studies consistently show that emotional attachment is the single biggest driver of customer value and loyalty. This truth requires brands to shift their focus from rewards to forging meaningful connections and brand moments. 

We’ve called out one global brand leading the charge for connection beyond the traditional points system—check out page 13 of the full whitepaper—for email strategy inspo!

Ready for the Shift?

This is just a glimpse into one of the six trends defining the future of loyalty programs and email marketing excellence. This shift requires marketers to leverage shared purpose and emotional intelligence to build genuine, lasting customer advocacy.

⬇️ Download the complete whitepaper now—don’t miss out on detailed insights, all six trends, and the strategic blueprint to be competitive in this evolving market.

Loyalty Shock: 6 Disruptions No Brand Saw Coming