• Seasonal campaigns provide "great context for both acquisition and retention" so retailers should try to also work loyalty messages in them. "In more mature programs, the loyalty message can become the seasonal campaign."
• Cyclical campaigns are relatively rare since they can cause "significant customer fatigue" but can be easily implemented in loyalty statements and normally get all the way through to the consumer
• Ad hoc campaigns are "golden opportunities for the loyalty marketer" because "there are many ways to promote into a loyalty program member base -- and as long as the promotion is only valid for members, it becomes a benefit."
• Drip Marketing can be used to complement the rest of the communication plan. For example, "reactivation campaigns can be scheduled to coincide with quiet periods for the rest of the company" and "suggestions and other behavioral triggered messages can be positioned for mid-week delivery or off-week delivery."

Posted by Universal Ad