General best practice principles apply for digital and loyalty as they do for other forms of communication. However, there are some channel specific best practices to consider.

1. Make It Real

Bring the product to life; talk about the end benefit to the customer rather than the product features:

• Tell a story
• Help customers visualise the benefits they get from the product
• Maximise opportunities for interaction

2. Make It Personal

Make messaging relevant; use the language of the customer:

• Reference what you know about your CM (segment your CM database)
• Make your creative relevant
• Provide opportunities for CMs to share

3. Make It Easy

Simplify the messaging, format and application process:

• Make it reader-friendly
• Keep it single-minded
• Easy to respond and apply