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Building Customer Loyalty with Email in the Experience Economy

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We all want to build customer loyalty—no surprises there! But let’s be honest: in 2025, those generic “Dear Customer” emails just don’t cut it anymore. Today’s customers expect more—71% of them, in fact, want personalised interactions with brands. And if you don’t deliver? They’ll head straight to your competitors.

Email marketing has changed. In today’s experience economy, it’s not about blasting promotional messages anymore—it’s about creating memorable content that builds customer loyalty. What was the last email you received that made you feel special? Maybe it was a birthday discount that arrived at precisely the right moment. Or a follow-up message asking about your recent purchase. These small touches make a big difference in how customers view your brand.

But here’s what most businesses get wrong: They focus on short-term sales instead of long-term loyalty. They send the same template to everyone. They ignore customer data that could help them create better experiences.

In this guide, we’ll show you how to use email marketing to build real customer loyalty in the experience economy. We’ll cover practical steps, from setting up personalised campaigns to creating content that resonates with your audience.

Let’s get into it! 

Step 1: Create Personalised Email Campaigns to Boost Customer Loyalty

Understand Customer Segmentation

To craft impactful email campaigns, start by understanding your customers. Segmentation divides your audience into groups based on things like age, location, purchasing habits, and even personal preferences. Focus on high-value segments—those most likely to stay loyal or generate revenue. This targeted approach ensures your messages are tailored effectively. 

Begin by collecting and examining data. Collect information from customer interactions with your brand, social media platforms, and purchase history. Use analytics tools to organise the data into segments. Data organisation helps in crafting messages that address each group’s specific needs and preferences. For instance, if you know someone’s a frequent buyer, reward them with exclusive offers—it’s a surefire way to keep them engaged.

Write Emails That Feel Personal

Personalised content begins with your subject line. Your email’s subject line is like the trailer for a film—it’s the hook that gets people to hit “open.” Make it catchy, clear, and, most importantly, relevant to the recipient. Personalisation doesn’t stop at adding someone’s first name. It’s about delivering content that speaks to their needs and interests. 

Think product recommendations based on their browsing history or dynamic email content that updates based on their preferences. For example, a travel agency could send a visually stunning email featuring a spotlight on a new hotel in Tenerife—complete with an exclusive discount code for top-tier customers who have travelled to Tenerife in the past or are searching for holidays in Tenerife.

Automation tools make this process easier, sending personalised messages at just the right moment in a customer’s journey. Oh, and don’t forget engaging visuals—pictures that reflect your customer’s interests can make all the difference.

Listen to Customer Feedback

Want to know what your audience really wants? Just ask them! After key interactions—like a purchase—send out a quick survey. Ask what they loved, what could be improved, or what they’d like to see next.

Take that feedback and show your customers you’re listening. Highlight their favourite features in future emails, or tell them how you act on their suggestions. For example, if your customers rave about a specific product, make it the star of your next campaign.

A great example of this in action is Turtle Bay, which sends surveys to customers who’ve signed up for their app, asking for feedback on how they can improve the overall experience. And to sweeten the deal, they offer an incentive to customers for their time—because who doesn’t love a little something extra for sharing their thoughts? It’s a smart way to show customers you value their input while also encouraging participation. They want to get people back through their doors to enjoy the Turtle Bay experience. 

Turtle Bay Email Survey
Turtle Bay – Email Survey

Step 2: Customer Retention Strategies for Email

Design Customer Loyalty Programs

Loyalty programs are a powerful way to keep customers engaged and coming back for more. The key? Exclusive offers sent straight to their inbox. Whether it’s special discounts, early access to sales, or VIP perks, email is the perfect tool to deliver those loyalty rewards.

Take the travel industry, for example. Brands like Jet2 offer email subscribers a sweet deal like £400 off their next holiday. This exclusive offer is reserved for customers who’ve signed up with them or booked with them online before—ensuring they feel valued and appreciated. While it may not follow the structure of a traditional loyalty program, it’s still an effective way to show gratitude for customer loyalty and inspire repeat bookings.

Jet 2 – Exclusive email offer

Other industries use similar strategies to keep their customers engaged. H&M has previously offered early access to their Black Friday sale exclusively for loyalty members, creating a VIP experience that encourages repeat shopping.

H&M Plus member - early access emails

Showcase Cinema takes it a step further with its Insider cards. Members get deals on tickets, food and drink, and they also collect points with every visit, which can be redeemed for future purchases. This added incentive keeps customers returning, reinforcing loyalty while rewarding them for their continued support.

Shocase Cinema Customer Loyalty Program

Send Targeted Follow-Up Emails

Think of follow-up emails as a friendly nudge to keep the conversation going after a purchase or interaction. These timely emails help you stay connected with customers, strengthen their loyalty, and show you care. Use them to remind customers about their purchases, ask for feedback, or suggest complementary products they might love. It’s like tying up loose ends and keeping communication seamless.

Follow-up emails are also opportunities to address potential customer issues proactively. If customers face post-purchase problems, these emails become a channel to guide them to solutions or support. They prevent dissatisfaction from brewing into a negative experience, strengthening customer loyalty in the process.

Fine-Tune Your Email Timing

Getting your email frequency just right is like finding the perfect rhythm—it keeps your audience engaged without pushing them away. Too many emails? You risk annoying your subscribers and triggering those dreaded unsubscribes. Too few? They might forget about you altogether.

The key is finding that “Goldilocks” sweet spot where your brand stays top of mind without overwhelming your audience. Start by analysing your unsubscribe rates and asking customers directly about their preferences—it’s easier than you think! You could even A/B test different schedules to see what clicks (literally).

Don’t stop there! Experiment with sending emails on different days or at varied times to discover when your audience is most active. Cross-check metrics like open rates and click-through rates to fine-tune your timing further. Remember, the goal isn’t just to send emails—it’s to send them at the right time for the right results.

Step 3: Create Emails That Build Loyalty

Highlight Customer Success Stories

Want to build trust and loyalty? Show off your customer success stories! Real, relatable testimonials are a powerful way to demonstrate the value of your product or service. Highlight how others have benefitted, especially if you can share specific results or improvements—that grabs attention and inspires action.

Collect testimonials from happy customers and transform them into engaging email content. Keep it authentic and relatable, making sure the stories resonate with your target audience. When customers see themselves in those success stories, they’re more likely to stick around—and maybe even share their own!

Take a page from Dermatica’s playbook. In this example, they have included a short, sweet testimonial about one of their products, paired with an immediate CTA to “Shop Now.” It’s simple, effective, and inspires customers to take action.

Dermatica Testimonial Email
Dermatica – Email Testimonial

Encourage your customers to share their experiences, too. You can facilitate this by engaging with them on social media, sending surveys, or reaching out through direct emails. Featuring their stories in your communication builds a sense of community and loyalty. Sweeten the deal by offering incentives like discounts or public recognition to those who participate.

Use visuals like video clips or images to make these stories even more engaging. Not only will this make your emails more compelling, but it will also strengthen the bond between your brand and your audience. When customers see themselves celebrated, they’ll feel more connected—and more likely to stick with your brand.

Keep Your Emails Packed with Value

To keep your audience hooked, focus on delivering value-added content that feels exclusive and worthwhile. Think detailed guides, insider tips, or actionable advice that solves a problem or enriches your audience’s knowledge. When you offer content they can’t find anywhere else, you’re not just sharing information—you’re building trust and loyalty.

Make it personal by celebrating milestones like birthdays or anniversaries. Just like Costa treats their loyalty card members to a little birthday surprise, you can send tailored emails with personalised rewards—whether it’s a discount, freebie, or early access to a new product. These thoughtful touches show your customers they’re more than just a number to you.

Don’t let these moments slip through the cracks—schedule them ahead of time to ensure every milestone gets the recognition it deserves. And don’t forget to keep your content fresh and relevant. Regular updates will keep your emails engaging and ensure your audience always looks forward to hearing from you!

Stay True to Your Brand in Every Email

Consistency is key when it comes to building trust and brand recognition. Every email you send should feel unmistakably “you.” Whether your tone is playful and casual or polished and professional, stick to it. Use consistent language, style, and visuals so that your audience knows exactly who’s speaking to them—it reassures them of your reliability and strengthens your brand identity.

Align your email content with your brand’s values and mission. Start by revisiting your company’s core principles, then craft messages that reflect them. Think of every email as an opportunity to reinforce what your business stands for. And don’t just wing it—regularly review your content to make sure it aligns with ongoing campaigns and feels cohesive.

How to Keep Your Brand Consistent

A strong brand needs a solid foundation. Create a style guide outlining your tone of voice, preferred language, and visual elements like logos, fonts, and colour schemes. Share it with everyone involved in creating content for your brand.

Before hitting send, use a quick checklist to ensure your emails check all the boxes for brand consistency. Templates, designs, and imagery should all look like they belong to the same family. With a unified approach, every piece of communication will reinforce your brand and make it instantly recognisable to your audience.

Overcoming Common Email Marketing Challenges

Solutions to Low Engagement Rates

Low engagement rates can hurt your efforts. First, test subject lines. Emails with 6-10 words in the subject tend to have better open rates at 21% compared to shorter ones. Experiment with different word counts to find what works for your audience. Personalisation can also boost this. Emails with personalised subject lines see higher open rates by approximately 50%.

For those inactive subscribers, it’s time to re-engage. Use win-back campaigns to get them interested again. Offer special promotions or exclusive content. Make them feel valued. The goal is to remind them why they’re subscribed and to rekindle their interest.

Improve Click-Through Rates

Focus on the content. Ensure your calls to action are clear and compelling. Segment your audience to send relevant messages. Segmented campaigns can boost open rates by 30% and click-throughs by 50%. This drives more traffic to your site and improves overall engagement.

Conclusion

For businesses in the experience economy, email marketing is a powerful way to build lasting connections and stay top of mind. Whether you’re offering dream holidays like Jet2 or vibrant dining experiences like Turtle Bay, email allows you to engage customers with personalised, meaningful content.

Think beyond promotions—focus on sharing value that enhances your customers’ journey. For example, Costa Coffee could use emails to promote its customer loyalty program by sharing rewards updates or exclusive previews of new menu items. Showcase Cinema could highlight upcoming blockbusters, exclusive screenings, or tips for the best movie-going experience. Turtle Bay might engage customers with cocktail recipes, upcoming events, or VIP access to a secret menu.

Refinement is key. Test subject lines that evoke excitement, send emails when your audience is most engaged, and segment your lists to personalise offers. Clean visuals, compelling CTAs, and consistency across your brand messaging will ensure your emails stand out.

In the experience economy, loyalty isn’t just about a transaction—it’s about deepening the emotional connection. Inspire your audience, build anticipation, and create moments that make them feel part of something special. With every email, remind your customers why they choose you for their experiences—whether for travel, entertainment, dining, or beyond—and turn those one-time visitors into loyal advocates.

Recommended reads: 

How Does Social Media Shape the Experience Economy?

TikTok for Beginners: A Complete Guide to Growing Your Brand

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