We are bombarded with brands competing for our attention. We have endless choices when it comes to purchasing anything we want. And we all know the end game: companies just want to make more money off us.
Why would anyone care about brand loyalty?
We are social creatures. We identify ourselves by how we choose to spend our money. Brand loyalty lets us signal our values, aesthetics, and priorities. It helps us find like-minded people and be part of a community. And in a world of anxiety, choice paralysis, and cognitive overload, having a go-to brand means one less choice, and better yet, one more thing you can trust.
Three powerful statistics that prove retention beats acquisition
Revenue Impact
Brand loyal customers are worth
more revenue than new or future customers
New
Loyal
Revenue Impact
of retail business comes from loyal customers
more spent per purchase than new customers
Word of Mouth
more revenue than new or future customers
86 out of 100 loyal customers spread the word
The main drivers are: values options customer service
of U.S. consumers favor brands that share their values.
of consumers want a brand with a range of product options and availability.
of American consumers consider good customer service the most important factor in brand loyalty.
With a brand loyalty program.
A brand loyalty program is the perfect way to connect with your audience, show them why you’re the right brand for them, and meet their needs.”
Loyalty programs that are just email blasts and discounts are a thing of the past. Customers want their loyalty programs personalized.
A loyalty program gives brands the opportunity to start a direct, ongoing conversation with their customers. They can talk about their values and how they align with customers. They can offer exclusive deals, special options, and early access. And they can show customers they care through tailored rewards, personalized birthday offers, exclusive experiences, transparency, and proactive problem solving.
Personalization beyond first names:
Emails with personalized subject lines are 26% more likely to be opened.
Educational content:
Brands that provide genuine value through tutorials, tips, and insights help customers get more out of their products, build trust, and position themselves as experts—ultimately strengthening long-term loyalty and engagement.
Exclusive benefits:
Segmentation:
According to a HubSpot survey, 65% of marketers say their segmented emails have better open rates. When Virgin Airlines used subscriber data to personalize the images within their email, they increased their click-through rate by 29%.
of consumers will favor a brand if there is a loyalty program
The average U.S. consumer is enrolled in
loyalty programs with a 49%
active participation rate
of global consumers would switch brands for a loyalty program with better rewards
And they will spend
of consumers spend more with brands that have loyalty programs
12-18%
more revenue generated annually by members vs non-members
2025 Benchmark
average open rate for loyalty program welcome emails
But mess the program up and they will leave
of cancellations in paid loyalty programs occur within the first year of membership, with the primary reason being that consumers didn’t use the benefits enough to justify the cost
of loyalty programs fail because they focus solely on transactional rewards.
of US customers report they would abandon a brand they are loyal to after a few poor interactions.
of customers won’t recommend a brand with a terrible mobile website design. If a site isn’t mobile-friendly, 50% of visitors will leave.
of consumers don’t understand how to earn or redeem rewards in the programs they’ve joined.
Top reasons for unsubscribing:
Experiential Rewards:
78% of millennials prefer spending money on experiences over things. Most loyalty programs currently focus on discounts and rewards, but brands may gain more emotional loyalty through offering experiences.
Gamification:
Programs incorporating game-like elements see 47% higher engagement. However, poorly executed gamification feels gimmicky and can reduce perceived brand sophistication.
Sustainability Rewards:
72% of consumers say they’re more likely to buy from companies committed to sustainability, and loyalty programs that reward eco-friendly behaviors are seeing 35% higher participation among younger demographics.
The Subscription Model Evolution:
Subscription-based loyalty programs (like REI Co-op membership, Amazon Prime, and Walmart +) create recurring revenue and often raise customer lifetime value because members feel committed. However, it also raises customer expectations significantly, so one poor experience can trigger an immediate cancellation.
Brands to watch:
these brands have some of the most used and top-rated loyalty programs.
The Leap Takeaway: The most successful loyalty programs aren’t really about discounts or points: they’re about treating members as part of a community. They create genuine value by helping customers feel understood, appreciated, and connected to something larger than a transaction. The programs that win are those that respect their members’ time, data, and intelligence while delivering tangible benefits that enhance their lives.
To create a great subject line
Add personalization tokens (“Mike, your points are expiring soon”)
Keep your subject line under 50 characters if possible
Use pattern interrupts (emojis, numbers, brackets, questions) sparingly but strategically
Optimize your send times for maximum engagement
Top Choice
Top Choice
80%+ of emails are opened on mobile.
Use 14–16 px font min, single-column layout, and tap-friendly CTAs.
Preview on both dark and light mode
42% look at the sender name first, 34% look at the subject line first, 24% look at the preview text first
Abandoned cart emails have an open rate of 50.5% and can earn an average of $3.45 in revenue per abandoned cart email recipient.