1 ᐧ Connect Glu to your CRM
By connecting Glu to your CRM you'll be able to build automated messages that are triggered based on member behaviour or rules that you set.
This is a list of common templates but possibilities vary depending on your chosen CRM. For specific information regarding triggers, personalisation and structured data please select the CRM you use from the Glu Help Centre or contact your POC at Glu.
It's worth noting that these communication basics can also be applied to other channels like SMS or WhatsApp if you use them.
2 ᐧ Welcome Email Basics
Once a member subscribes to your programme, there are usually two primary commercial goals: to welcome them and show them how to access their benefits, and to encourage them to add their card to their Apple or Google Wallet.
Welcome email
Welcome the member, confirm the programme or tier they’ve joined, and use the message to highlight the core benefit they receive. If you run a points or credit based programme, it’s also a good moment to remind them of their balance.
Add to wallet email
We recommend sending a separate email that asks members to add their membership or loyalty pass to their Apple or Google Wallet. If members mainly use the programme in store/venue, you may want to send this before the welcome email.
3 ᐧ Tier Email Basics
If you run a tiered programme, tell members when they move into a new tier. It’s also worth updating them on their progress towards the next tier, as this can encourage them to keep engaging towards reaching it.
Tier up/down email
Moving up or down a tier is one of the key milestones in a tiered programme. So it's important to explain what the change means: for a move up, highlight the new benefits; for a move down, set out what they keep and what they need to do to regain their previous tier.
Progress email
As members spend, visit or engage with your programme, let them know how close they are to their next tier, reward or benefit, and explain why it’s worth reaching, or link to your programme landing page.
4 ᐧ Recognition Email Basics
It’s worth setting up emails that recognise members for behaviours or milestones beyond tier or reward progress. These can draw on first-party data or key events you’ve configured in Glu.
Birthday email
A birthday email is a simple way to recognise members and give them a one-off reward, such as a discount or a free item. To send it, remember to collect date of birth on your enrolment form.
Thanks for [event] email
Glu can bring in member activity from Wi-Fi, bookings, purchases, visits, web activity and more. You can use any of these to trigger an email that responds to what the member did, whether that’s to encourage a next step or simply to recognise the moment.
5 ᐧ Earning Email Basics
If your programme uses points or credit, tell members what they’ve earned and their updated balance each time they earn. Seeing the balance build up can encourage them to spend it.
Credit earned email
Tell members how much credit they’ve earned and show them where to view their balance, so they’re more likely to use it.
Total points email
Tell members their current points balance and show them where to view it, so they’re more likely to use their points.
The emails above are a starting point rather than a fixed set. You can mix and match their content, for example by adding a points balance to a birthday email or a tier progress update to a post-visit email.
The personalisation data you can use depends on your CRM or email platform, so check which Glu data is available in yours before you build.