With the ever-growing popularity of gift cards, there’s no question that custom gift cards for business have their place, especially for direct-to-consumer retailers. But when it comes to offering rewards to improve engagement in marketing campaigns and build customer loyalty and advocacy, don’t assume that a physical gift card with your logo is the best option.
Here are three questions you should ask yourself before using custom gift cards for business rewards as part of your marketing and customer programs.
READ MORE: Which Are the Best Choice, Digital Rewards or Custom Gift Cards?
Giving your own custom gift cards for business rewards seems like a brilliant idea, but it’s basically the same as offering a coupon, which never quite hits the same with recipients. Blackhawk Network research shows that promotions using discounts aren’t as effective as those that offer rewards. Giving your customers choice and showing that you won’t trick them into making future purchases is definitely a better message for your brand. It makes for a more compelling offer that’s more likely to motivate a wide range of customers to take the desired action. For instance, incentivizing a feedback survey with your own custom gift card for business rewards would attract your raving fans, but it’s not a good offer for those who are less satisfied with their experiences — and those are the people you really need to hear from to improve your products or services.
The answer to the first question is unequivocally yes. Going digital with the delivery of your business rewards is not only more convenient for your recipients, it also saves you time and money. But how you send digital rewards, either by email or SMS, might depend on your audience.
One example is if you’re targeting older generations. It’s important to remember that while their mobile use is increasing, it still lags significantly behind that of younger adults so SMS may not be the most appropriate delivery option. Just over 60% of U.S. adults 65 and older own a smartphone, compared with 96% of those 18 to 29, according to the Pew Research Center. On the flip side, the World Advertising Research Center predicts that by 2025, nearly three-quarters of internet users will access the web only on their smartphones, so SMS could be perfect to reach younger generations who grew up texting and may not even check their email regularly.
By customizing and personalizing the entire reward experience! Unlike custom gift cards for business rewards, which likely have just a small logo, digital incentives allow you to add your branding several ways in both the reward email and redemption page. Customize the delivery email address to use your own authorized domain, add your logo and colors to the templates, tailor the messaging for each audience, and curate the most appropriate selection of rewards. You’ll get far more leverage, especially considering you can use this guaranteed customer touchpoint to encourage further engagement by including additional calls to action.
For more guidance on using rewards to improve engagement with prospects and customers, download our e-book 5 Steps to a Successful Marketing Rewards Campaign!