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The Do’s and Don’ts of Personalisation in Loyalty Marketing

Personalisation in loyalty marketing is a powerful strategy that can significantly boost customer engagement and loyalty when done right. However, it’s a delicate balance that requires careful consideration and execution. In this blog post, we’ll explore the do’s and don’ts of personalisation in loyalty marketing to help you create more effective and respectful customer experiences.

The Do’s of Personalisation in Loyalty Marketing

1. Do Collect and Analyse Data Responsibly:

  • Do gather customer data, but ensure you have explicit consent and transparent data usage policies.
  • Do use data analytics to gain insights into customer preferences, behaviours, and purchase history.

2. Do Start with Segmentation:

  • Do segment your audience based on relevant criteria, such as demographics, purchase history, or browsing behaviour.
  • Do tailor loyalty rewards and communications to specific segments for maximum relevance.

3. Do Personalise Communication:

  • Do address customers by their names and use personalised messages in emails and other communications.
  • Do use dynamic content to showcase products or offers based on individual preferences.

4. Do Offer Relevant Rewards:

  • Do provide loyalty rewards that align with customers’ past interactions and preferences.
  • Do consider tiered rewards to motivate customers to progress in your loyalty programme.

5. Do Test and Optimise:

  • Do A/B testing to fine-tune personalised elements, such as subject lines, content, and timing.
  • Do continuously optimise your personalisation strategy based on performance metrics and customer feedback.

The Don’ts of Personalisation in Loyalty Marketing

1. Don’t Overstep Privacy Boundaries:

  • Don’t collect sensitive or unnecessary customer data without clear consent.
  • Don’t share or sell customer data to third parties without permission.

2. Don’t Make Assumptions:

  • Don’t assume customer preferences solely based on limited data points.
  • Don’t stereotype or make assumptions about individuals based on demographics.

3. Don’t Be Creepy:

  • Don’t use overly invasive tactics, like mentioning customers’ recent website visits in a way that feels intrusive.
  • Don’t overuse personalisation to the point where it becomes unnerving.

4. Don’t Neglect Transparency:

  • Don’t hide the fact that you’re using personalisation. Be transparent about your data usage and personalisation practices.
  • Don’t send personalised communications that appear generic – customers should know why they’re receiving a particular message or offer.

5. Don’t Forget to Respect Opt-Outs:

  • Don’t continue personalising content for customers who have opted out of personalised communications.
  • Don’t ignore customer preferences and unsubscribe requests.


Personalisation in loyalty marketing can be a game-changer when executed correctly. It enhances the customer experience, fosters loyalty, and drives business growth. However, it’s crucial to approach personalisation with care, respecting customer privacy and boundaries. By following these do’s and don’ts, you can create a personalised loyalty marketing strategy that resonates with your audience while maintaining trust and compliance. Remember, the key is to strike a balance between data-driven personalisation and respectful customer engagement.

Read more from IVE’s blog here.

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