8 min read
Square Loyalty: what it costs, and what a wallet card does instead
Square Loyalty costs £25 to £65 a month on a POS plan, and messaging needs a second product. What that adds up to, and what a wallet card does differently.
8 min read
Birthday and milestone messages worth sending
The two automated messages nobody minds getting, why they still need a channel and a cap, and what to send on a customer's birthday and their fifth visit.
10 min read
The first thirty days after someone joins
The welcome message is not the whole job. What to send across the four weeks that decide whether a new member becomes a regular, and when to stop.
12 min read
The January problem: filling the quietest month
January is the lowest month of the year for food and drink in Great Britain, and the hole is deeper than the December peak is tall. Plan for it in November.
15 min read
Getting opt-in: consent people actually complete
What UK law needs before you message your own customers, how it differs by channel, and why most tricks for lifting opt-in rates make consent invalid.
13 min read
Win-back messages that actually bring people back
Most win-back messages fail before the offer. How to tell a lapsed customer from a late one, what the two messages say, and when to stop sending them.
8 min read
How often should you message your customers?
Too many messages get you an opt-out. Too few get you forgotten. Here is where the ceiling sits by channel, and how to tell which mistake you are making.
12 min read
Gift vouchers before Christmas: what to sell and when
The voucher decision gets made in October, not December. What to sell, when to stop taking orders, and why the redemption matters more than the sale.
9 min read
Automated loyalty campaigns: welcome, near-reward, win-back
Three standing campaigns do most of the work of a loyalty program, and none of them can be sent by hand at the right moment. Here is how each one is built.
8 min read
Bakery loyalty: rewarding a weekly habit without cutting margin
Bread carries a thin margin and everything unsold at four o'clock is a loss. That pair of facts should decide your reward and when you push it.
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