ExxonMobil sends reminders to keep loyalty members active

摘要

It can be hard enough to get consumers to register in a loyalty club. Then once they’re registered, it can be harder still to keep members active in the program, marketers have said. ExxonMobil is tracking customers who register in the ExxonMobil Rewards+ program and sending email reminders to get them to make use of their benefits. For example, the subject line says: “We miss you – fill up and earn 15 points per gallon.” The body of the email tells recipients ExxonMobil values their feedback and says to “click here” to tell how the program can be improved. “We notice that you have not used the ExxonMobil Rewards+ app, your phone number or your ExxonMobil Rewards+ loyalty card account while fueling at Exxon and Mobil stations. We would like to remind you that you receive 15 points per gallon on your first three transactions as a new ExxonMobil Rewards+ member,” the email says.