{"id":85126,"date":"2025-05-23T20:06:46","date_gmt":"2025-05-23T20:06:46","guid":{"rendered":"https:\/\/mailrelay.com\/glossary\/customer-loyalty\/"},"modified":"2026-10-21T13:13:05","modified_gmt":"2026-10-21T13:13:05","slug":"customer-loyalty","status":"publish","type":"glossary","link":"https:\/\/mailrelay.com\/en\/glossary\/customer-loyalty\/","title":{"rendered":"Customer Loyalty"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Customer loyalty<\/strong> is the set of actions a business takes so that people who have already bought from it buy again, choose it over the competition and recommend it. A loyal customer doesn&#8217;t buy just once: they come back, spend more over time and speak well of you.<\/p>\n\n<p class=\"wp-block-paragraph\">It isn&#8217;t the same as satisfaction. A customer can be happy with a purchase and never come back. Loyalty aims to turn that good experience into a habit.<\/p>\n\n<h2 class=\"wp-block-heading\">What&#8217;s the difference between a satisfied customer and a loyal customer?<\/h2>\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th><\/th><th>Satisfied customer<\/th><th>Loyal customer<\/th><\/tr><\/thead><tbody><tr><td>Purchases<\/td><td>One or a few<\/td><td>Buys again regularly<\/td><\/tr><tr><td>When a competitor makes an offer<\/td><td>May leave<\/td><td>Usually stays<\/td><\/tr><tr><td>Recommendations<\/td><td>Sometimes<\/td><td>Recommends you and leaves reviews<\/td><\/tr><tr><td>Relationship with the brand<\/td><td>Fine<\/td><td>Trusts it and gives it feedback<\/td><\/tr><\/tbody><\/table><\/figure>\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1672\" height=\"941\" src=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/cliente-satisfecho-o-cliente-fiel.png\" alt=\"Infographic comparing a satisfied customer (buys once, leaves for a better offer, sometimes recommends you) with a loyal customer (buys again regularly, stays with you, recommends you and leaves reviews)\" class=\"wp-image-107638\" srcset=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/cliente-satisfecho-o-cliente-fiel.png 1672w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/cliente-satisfecho-o-cliente-fiel-300x169.png 300w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/cliente-satisfecho-o-cliente-fiel-1024x576.png 1024w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/cliente-satisfecho-o-cliente-fiel-768x432.png 768w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/cliente-satisfecho-o-cliente-fiel-1536x864.png 1536w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/cliente-satisfecho-o-cliente-fiel-110x62.png 110w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/cliente-satisfecho-o-cliente-fiel-60x34.png 60w\" sizes=\"auto, (max-width: 1672px) 100vw, 1672px\" \/><\/figure>\n\n<div class=\"wp-block-group has-very-light-gray-background-color has-background\" style=\"border-radius:8px;padding-top:24px;padding-right:28px;padding-bottom:24px;padding-left:28px\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong>Build customer loyalty with email marketing<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Email is one of the most effective channels for staying in touch with your customers. Find out how with Mailrelay.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-mailrelay-primary-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/mailrelay.com\/en\/signup\/?utm_medium=cta&#038;utm_campaign=fidelizacion-de-clientes\">Discover Mailrelay<\/a><\/div>\n<\/div>\n<\/div><\/div>\n\n<h2 class=\"wp-block-heading\">Why is customer loyalty important?<\/h2>\n\n<ul class=\"wp-block-list\">\n<li><strong>Keeping customers costs less than winning new ones.<\/strong> According to <a href=\"https:\/\/hbr.org\/2014\/10\/the-value-of-keeping-the-right-customers\">Harvard Business Review<\/a>, acquiring a new customer costs between 5 and 25 times more than keeping one you already have.<\/li>\n\n\n\n<li><strong>Small improvements make a big difference.<\/strong>  A study by Frederick Reichheld (Bain &amp; Company), cited in the same article, found that increasing customer retention by 5% can raise profits by 25% to 95%.<\/li>\n\n\n\n<li><strong>Loyal customers bring in new customers.<\/strong> <a href=\"https:\/\/mailrelay.com\/en\/glossary\/word-of-mouth-marketing\/\">Word of mouth<\/a> and reviews are the most credible advertising there is.<\/li>\n\n\n\n<li><strong>More predictable revenue.<\/strong>  A base of repeat customers lets you plan better, especially if you&#8217;re a small business.<\/li>\n<\/ul>\n\n<h2 class=\"wp-block-heading\">Types of customer loyalty<\/h2>\n\n<ul class=\"wp-block-list\">\n<li><strong>Incentive-based:<\/strong> the customer comes back because they get something, such as points, discounts or gifts. It works fast, but if a competitor offers more, they leave.<\/li>\n\n\n\n<li><strong>Experience-based:<\/strong> they come back because they&#8217;re treated well, the product is good and buying is easy. It&#8217;s the longest-lasting kind.<\/li>\n\n\n\n<li><strong>Emotional:<\/strong> they share the brand&#8217;s values or feel part of a community.<\/li>\n\n\n\n<li><strong>Convenience-based:<\/strong> switching is hard for them, because you already have their details, their history or a subscription. It retains customers, but it doesn&#8217;t build affection unless it&#8217;s combined with the others.<\/li>\n<\/ul>\n\n<h2 class=\"wp-block-heading\">8 customer loyalty strategies, with examples<\/h2>\n\n<h3 class=\"wp-block-heading\">Respond quickly, with real people<\/h3>\n\n<p class=\"wp-block-paragraph\">Answer questions the same day and solve problems without passing the customer from one department to another. <strong>Example:<\/strong> an online store that replies to issues in under 24 hours and replaces a damaged product without asking for it to be returned.<\/p>\n\n<h3 class=\"wp-block-heading\">Make the welcome count<\/h3>\n\n<p class=\"wp-block-paragraph\">The first few days shape the relationship. <strong>Example:<\/strong> a <a href=\"https:\/\/mailrelay.com\/en\/glossary\/welcome-email\/\">welcome email<\/a> telling the customer what to expect and a guide to getting the most out of their purchase. For services, a multi-step <a href=\"https:\/\/mailrelay.com\/en\/glossary\/customer-onboarding\/\">onboarding<\/a>.<\/p>\n\n<h3 class=\"wp-block-heading\">Create a loyalty program<\/h3>\n\n<p class=\"wp-block-paragraph\">Reward repeat purchases. <strong>Example:<\/strong> a coffee shop that gives away the tenth coffee, or a store that gives points customers can redeem for discounts.<\/p>\n\n<h3 class=\"wp-block-heading\">Personalize<\/h3>\n\n<p class=\"wp-block-paragraph\">Use what you know about each customer. <strong>Example:<\/strong> recommending products based on their last purchase or wishing them a happy birthday with a discount (<a href=\"https:\/\/mailrelay.com\/en\/glossary\/birthday-email\/\">birthday email<\/a>).<\/p>\n\n<h3 class=\"wp-block-heading\">Don&#8217;t disappear after the sale<\/h3>\n\n<p class=\"wp-block-paragraph\"><strong>Example:<\/strong> an email 7 days later asking whether everything went well, with usage tips and a link to leave a review.<\/p>\n\n<h3 class=\"wp-block-heading\">Share useful content<\/h3>\n\n<p class=\"wp-block-paragraph\">A <a href=\"https:\/\/mailrelay.com\/en\/glossary\/newsletter\/\">newsletter<\/a> with tips, news or other customers&#8217; stories keeps the relationship alive without selling in every message.<\/p>\n\n<h3 class=\"wp-block-heading\">Listen and act<\/h3>\n\n<p class=\"wp-block-paragraph\">Ask with a short survey or with <a href=\"https:\/\/mailrelay.com\/en\/glossary\/nps-net-promoter-score\/\">NPS<\/a> and, above all, tell customers what you&#8217;ve changed thanks to their answers.<\/p>\n\n<h3 class=\"wp-block-heading\">Win back the ones drifting away<\/h3>\n\n<p class=\"wp-block-paragraph\">Spot customers who haven&#8217;t bought in a while and send them a <a href=\"https:\/\/mailrelay.com\/en\/glossary\/winback-campaign\/\">winback campaign<\/a> with a reason to come back.<\/p>\n\n<h2 class=\"wp-block-heading\">Loyalty programs: types and examples<\/h2>\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>Program<\/th><th>How it works<\/th><th>Example<\/th><\/tr><\/thead><tbody><tr><td>Points<\/td><td>Every purchase earns points that can be redeemed<\/td><td>1 point per euro; 100 points = \u20ac5 off<\/td><\/tr><tr><td>Tiers<\/td><td>Bigger perks the more the customer buys<\/td><td>Free shipping from the silver tier up<\/td><\/tr><tr><td>Cashback<\/td><td>A percentage is returned as credit for the next purchase<\/td><td>5% of every order<\/td><\/tr><tr><td>Paid membership<\/td><td>The customer pays a fee in exchange for perks<\/td><td>Free shipping and exclusive offers all year round<\/td><\/tr><tr><td>Referrals<\/td><td>Customers are rewarded for bringing in a new customer<\/td><td>\u20ac10 for both on the first purchase<\/td><\/tr><\/tbody><\/table><\/figure>\n\n<h2 class=\"wp-block-heading\">How to measure customer loyalty<\/h2>\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>Metric<\/th><th>What it measures<\/th><th>How it&#8217;s calculated<\/th><\/tr><\/thead><tbody><tr><td>Retention rate<\/td><td>How many of your customers stay with you<\/td><td>(Customers at the end \u2212 new customers) \u00f7 customers at the start \u00d7 100<\/td><\/tr><tr><td>Repeat purchase rate<\/td><td>How many customers buy again<\/td><td>Customers with more than one purchase \u00f7 total customers \u00d7 100<\/td><\/tr><tr><td><a href=\"https:\/\/mailrelay.com\/en\/glossary\/customer-lifetime-value-clv\/\">Customer lifetime value (CLV)<\/a><\/td><td>How much a customer brings you over the whole relationship<\/td><td>Average purchase value \u00d7 purchases per year \u00d7 years as a customer<\/td><\/tr><tr><td><a href=\"https:\/\/mailrelay.com\/en\/glossary\/nps-net-promoter-score\/\">NPS<\/a><\/td><td>Whether they would recommend you<\/td><td>% of promoters (9-10) \u2212 % of detractors (0-6)<\/td><\/tr><\/tbody><\/table><\/figure>\n\n<p class=\"wp-block-paragraph\"><strong>Example:<\/strong> you start the quarter with 200 customers, gain 50 new ones and end it with 220. Your retention rate is (220 \u2212 50) \u00f7 200 = 85%. The other 15% is your <a href=\"https:\/\/mailrelay.com\/en\/glossary\/churn-rate\/\">churn rate<\/a>.<\/p>\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1672\" height=\"941\" src=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/como-medir-la-fidelizacion-de-clientes.png\" alt=\"Infographic with the 4 metrics for measuring customer loyalty: retention rate, repeat purchase rate, customer lifetime value (CLV) and NPS\" class=\"wp-image-107639\" srcset=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/como-medir-la-fidelizacion-de-clientes.png 1672w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/como-medir-la-fidelizacion-de-clientes-300x169.png 300w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/como-medir-la-fidelizacion-de-clientes-1024x576.png 1024w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/como-medir-la-fidelizacion-de-clientes-768x432.png 768w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/como-medir-la-fidelizacion-de-clientes-1536x864.png 1536w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/como-medir-la-fidelizacion-de-clientes-110x62.png 110w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/como-medir-la-fidelizacion-de-clientes-60x34.png 60w\" sizes=\"auto, (max-width: 1672px) 100vw, 1672px\" \/><\/figure>\n\n<h2 class=\"wp-block-heading\">Customer loyalty with email marketing<\/h2>\n\n<p class=\"wp-block-paragraph\">Email is the most direct channel for keeping up the relationship after the sale: it reaches the inbox of people who have given you permission, and it can be automated and measured. These are the emails that do the most for customer loyalty:<\/p>\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>Email<\/th><th>When it is sent<\/th><th>What it&#8217;s for<\/th><\/tr><\/thead><tbody><tr><td>Welcome<\/td><td>Right after signing up or the first purchase<\/td><td>Make a good impression and explain what to expect<\/td><\/tr><tr><td>Post-purchase<\/td><td>A few days after the purchase<\/td><td>Answer questions and ask for feedback<\/td><\/tr><tr><td>Birthday or anniversary<\/td><td>On the customer&#8217;s date<\/td><td>Show them you have them in mind<\/td><\/tr><tr><td>Newsletter<\/td><td>On a fixed schedule<\/td><td>Add value without always selling<\/td><\/tr><tr><td>Re-engagement<\/td><td>After a while with no purchases or opens<\/td><td>Win back inactive customers<\/td><\/tr><\/tbody><\/table><\/figure>\n\n<p class=\"wp-block-paragraph\">You&#8217;ll find the types of messages in detail in <a href=\"https:\/\/mailrelay.com\/en\/glossary\/loyalty-messages\/\">Loyalty messages<\/a>, and strategies with examples in the post <a href=\"https:\/\/mailrelay.com\/en\/blog\/2023\/08\/22\/customer-loyalty-email-marketing\/\">8 strategies to build customer loyalty via email<\/a>.<\/p>\n\n<h2 class=\"wp-block-heading\">How Mailrelay helps you<\/h2>\n\n<p class=\"wp-block-paragraph\">With Mailrelay, you set up your loyalty emails once and they send themselves. Automations, included in the free account, let you send a welcome email on signup, wish each subscriber a happy birthday and trigger a sequence when someone stops opening your campaigns. You can also add SMS to those automations.<\/p>\n\n<p class=\"wp-block-paragraph\">With <a href=\"https:\/\/mailrelay.com\/en\/glossary\/subscriber-groups\/\">groups<\/a>, segments and <a href=\"https:\/\/mailrelay.com\/en\/glossary\/custom-fields\/\">custom fields<\/a>, you send each customer what interests them. For example, offers for your best customers or a campaign for those who haven&#8217;t opened in 90 days. Open and click statistics, included in the free account and in Enterprise, tell you what works. The free account includes up to 80,000 emails a month and 20,000 contacts.<\/p>\n\n<div class=\"wp-block-group has-very-light-gray-background-color has-background\" style=\"border-radius:8px;padding-top:24px;padding-right:28px;padding-bottom:24px;padding-left:28px\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong>Automate your customer loyalty strategy<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">With Mailrelay, you can schedule campaigns and automated flows that keep your customers close to your brand.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-mailrelay-primary-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/mailrelay.com\/en\/signup\/?utm_medium=cta&#038;utm_campaign=fidelizacion-de-clientes\">Get started with Mailrelay<\/a><\/div>\n<\/div>\n<\/div><\/div>\n\n<h2 class=\"wp-block-heading\">Frequently asked questions about customer loyalty<\/h2>\n\n<h3 class=\"wp-block-heading\">What&#8217;s the difference between loyalty and retention?<\/h3>\n\n<p class=\"wp-block-paragraph\">Retention measures whether the customer stays. Loyalty goes further: it aims for the customer to stay because they prefer you, and to recommend you.<\/p>\n\n<h3 class=\"wp-block-heading\">How do you build customer loyalty in a small business?<\/h3>\n\n<p class=\"wp-block-paragraph\">Start with what delivers the most on a small budget: a personal touch, a welcome email, a follow-up after the purchase and a useful newsletter. A simple points program can come later.<\/p>\n\n<h3 class=\"wp-block-heading\">How much does a loyalty program cost?<\/h3>\n\n<p class=\"wp-block-paragraph\">It depends on the incentive. A stamp card or a referral discount costs very little. Points and tier programs need software and a budget for the rewards.<\/p>\n\n<h3 class=\"wp-block-heading\">What is loyalty marketing?<\/h3>\n\n<p class=\"wp-block-paragraph\">It&#8217;s the part of marketing that focuses on existing customers instead of winning new ones. It&#8217;s closely tied to <a href=\"https:\/\/mailrelay.com\/en\/glossary\/relational-marketing\/\">relationship marketing<\/a>.<\/p>\n\n<h3 class=\"wp-block-heading\">How often should I measure customer loyalty?<\/h3>\n\n<p class=\"wp-block-paragraph\">Retention and repeat purchase rates, every month or every quarter. NPS, two or three times a year, so you don&#8217;t wear your customers out with surveys.<\/p>\n\n<h2 class=\"wp-block-heading\">Related entries<\/h2>\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/customer-lifetime-value-clv\/\">Customer lifetime value (CLV)<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/churn-rate\/\">Churn rate<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/nps-net-promoter-score\/\">NPS (Net Promoter Score)<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/customer-acquisition-cost-cac\/\">Customer acquisition cost (CAC)<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/relational-marketing\/\">Relationship marketing<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/loyalty-messages\/\">Loyalty messages<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/cx-customer-experience\/\">CX, customer experience<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/customer-onboarding\/\">Customer onboarding<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/winback-campaign\/\">Winback campaign<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mailrelay.com\/en\/glossary\/cross-selling\/\">Cross-selling<\/a><\/li>\n<\/ul>\n","protected":false},"template":"","class_list":["post-85126","glossary","type-glossary","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Customer loyalty: what it is, strategies and examples<\/title>\n<meta name=\"description\" content=\"What customer loyalty is, why it matters, 8 strategies with examples, how to measure it with 4 metrics and how to use email to keep customers coming back.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mailrelay.com\/en\/glossary\/customer-loyalty\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Customer loyalty: what it is, strategies and examples\" \/>\n<meta property=\"og:description\" content=\"What customer loyalty is, why it matters, 8 strategies with examples, how to measure it with 4 metrics and how to use email to keep customers coming back.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/mailrelay.com\/en\/glossary\/customer-loyalty\/\" \/>\n<meta property=\"og:site_name\" content=\"Mailrelay\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Mailrelay\/\" \/>\n<meta property=\"article:modified_time\" content=\"2026-10-21T13:13:05+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/cliente-satisfecho-o-cliente-fiel.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1672\" \/>\n\t<meta property=\"og:image:height\" content=\"941\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@mailrelay\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/mailrelay.com\\\/en\\\/glossary\\\/customer-loyalty\\\/\",\"url\":\"https:\\\/\\\/mailrelay.com\\\/en\\\/glossary\\\/customer-loyalty\\\/\",\"name\":\"Customer loyalty: what it is, strategies and examples\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/mailrelay.com\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/mailrelay.com\\\/en\\\/glossary\\\/customer-loyalty\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/mailrelay.com\\\/en\\\/glossary\\\/customer-loyalty\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/mailrelay.com\\\/wp-content\\\/uploads\\\/2026\\\/10\\\/cliente-satisfecho-o-cliente-fiel.png\",\"datePublished\":\"2025-05-23T20:06:46+00:00\",\"dateModified\":\"2026-10-21T13:13:05+00:00\",\"description\":\"What customer loyalty is, why it matters, 8 strategies with examples, how to measure it with 4 metrics and how to use email to keep customers coming back.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/mailrelay.com\\\/en\\\/glossary\\\/customer-loyalty\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/mailrelay.com\\\/en\\\/glossary\\\/customer-loyalty\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/mailrelay.com\\\/en\\\/glossary\\\/customer-loyalty\\\/#primaryimage\",\"url\":\"https:\\\/\\\/mailrelay.com\\\/wp-content\\\/uploads\\\/2026\\\/10\\\/cliente-satisfecho-o-cliente-fiel.png\",\"contentUrl\":\"https:\\\/\\\/mailrelay.com\\\/wp-content\\\/uploads\\\/2026\\\/10\\\/cliente-satisfecho-o-cliente-fiel.png\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/mailrelay.com\\\/en\\\/glossary\\\/customer-loyalty\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/mailrelay.com\\\/en\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Customer Loyalty\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/mailrelay.com\\\/en\\\/#website\",\"url\":\"https:\\\/\\\/mailrelay.com\\\/en\\\/\",\"name\":\"Mailrelay\",\"description\":\"Mailrelay.com - Email Marketing Software\",\"publisher\":{\"@id\":\"https:\\\/\\\/mailrelay.com\\\/en\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/mailrelay.com\\\/en\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/mailrelay.com\\\/en\\\/#organization\",\"name\":\"Mailrelay\",\"url\":\"https:\\\/\\\/mailrelay.com\\\/en\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/mailrelay.com\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/mailrelay.com\\\/wp-content\\\/uploads\\\/2019\\\/05\\\/mailrelay-logo.jpg\",\"contentUrl\":\"https:\\\/\\\/mailrelay.com\\\/wp-content\\\/uploads\\\/2019\\\/05\\\/mailrelay-logo.jpg\",\"width\":613,\"height\":291,\"caption\":\"Mailrelay\"},\"image\":{\"@id\":\"https:\\\/\\\/mailrelay.com\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/Mailrelay\\\/\",\"https:\\\/\\\/x.com\\\/mailrelay\",\"https:\\\/\\\/www.youtube.com\\\/mailrelay-email-marketing\"]}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Customer loyalty: what it is, strategies and examples","description":"What customer loyalty is, why it matters, 8 strategies with examples, how to measure it with 4 metrics and how to use email to keep customers coming back.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/mailrelay.com\/en\/glossary\/customer-loyalty\/","og_locale":"en_US","og_type":"article","og_title":"Customer loyalty: what it is, strategies and examples","og_description":"What customer loyalty is, why it matters, 8 strategies with examples, how to measure it with 4 metrics and how to use email to keep customers coming back.","og_url":"https:\/\/mailrelay.com\/en\/glossary\/customer-loyalty\/","og_site_name":"Mailrelay","article_publisher":"https:\/\/www.facebook.com\/Mailrelay\/","article_modified_time":"2026-10-21T13:13:05+00:00","og_image":[{"width":1672,"height":941,"url":"https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/cliente-satisfecho-o-cliente-fiel.png","type":"image\/png"}],"twitter_card":"summary_large_image","twitter_site":"@mailrelay","twitter_misc":{"Est. reading time":"6 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/mailrelay.com\/en\/glossary\/customer-loyalty\/","url":"https:\/\/mailrelay.com\/en\/glossary\/customer-loyalty\/","name":"Customer loyalty: what it is, strategies and examples","isPartOf":{"@id":"https:\/\/mailrelay.com\/en\/#website"},"primaryImageOfPage":{"@id":"https:\/\/mailrelay.com\/en\/glossary\/customer-loyalty\/#primaryimage"},"image":{"@id":"https:\/\/mailrelay.com\/en\/glossary\/customer-loyalty\/#primaryimage"},"thumbnailUrl":"https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/cliente-satisfecho-o-cliente-fiel.png","datePublished":"2025-05-23T20:06:46+00:00","dateModified":"2026-10-21T13:13:05+00:00","description":"What customer loyalty is, why it matters, 8 strategies with examples, how to measure it with 4 metrics and how to use email to keep customers coming back.","breadcrumb":{"@id":"https:\/\/mailrelay.com\/en\/glossary\/customer-loyalty\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/mailrelay.com\/en\/glossary\/customer-loyalty\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/mailrelay.com\/en\/glossary\/customer-loyalty\/#primaryimage","url":"https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/cliente-satisfecho-o-cliente-fiel.png","contentUrl":"https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/cliente-satisfecho-o-cliente-fiel.png"},{"@type":"BreadcrumbList","@id":"https:\/\/mailrelay.com\/en\/glossary\/customer-loyalty\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/mailrelay.com\/en\/"},{"@type":"ListItem","position":2,"name":"Customer Loyalty"}]},{"@type":"WebSite","@id":"https:\/\/mailrelay.com\/en\/#website","url":"https:\/\/mailrelay.com\/en\/","name":"Mailrelay","description":"Mailrelay.com - Email Marketing Software","publisher":{"@id":"https:\/\/mailrelay.com\/en\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/mailrelay.com\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/mailrelay.com\/en\/#organization","name":"Mailrelay","url":"https:\/\/mailrelay.com\/en\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/mailrelay.com\/en\/#\/schema\/logo\/image\/","url":"https:\/\/mailrelay.com\/wp-content\/uploads\/2019\/05\/mailrelay-logo.jpg","contentUrl":"https:\/\/mailrelay.com\/wp-content\/uploads\/2019\/05\/mailrelay-logo.jpg","width":613,"height":291,"caption":"Mailrelay"},"image":{"@id":"https:\/\/mailrelay.com\/en\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/Mailrelay\/","https:\/\/x.com\/mailrelay","https:\/\/www.youtube.com\/mailrelay-email-marketing"]}]}},"uagb_featured_image_src":[],"uagb_author_info":{"display_name":"Jose Argudo","author_link":"https:\/\/mailrelay.com\/en\/blog\/author\/"},"uagb_comment_info":0,"uagb_excerpt":"Customer loyalty is the set of actions a business takes so that people who have already bought from it buy again, choose it over the competition and recommend it. A loyal customer doesn&#8217;t buy just once: they come back, spend more over time and speak well of you. It isn&#8217;t the same as satisfaction. A&hellip;","_links":{"self":[{"href":"https:\/\/mailrelay.com\/en\/wp-json\/wp\/v2\/glossary\/85126","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mailrelay.com\/en\/wp-json\/wp\/v2\/glossary"}],"about":[{"href":"https:\/\/mailrelay.com\/en\/wp-json\/wp\/v2\/types\/glossary"}],"version-history":[{"count":5,"href":"https:\/\/mailrelay.com\/en\/wp-json\/wp\/v2\/glossary\/85126\/revisions"}],"predecessor-version":[{"id":107746,"href":"https:\/\/mailrelay.com\/en\/wp-json\/wp\/v2\/glossary\/85126\/revisions\/107746"}],"wp:attachment":[{"href":"https:\/\/mailrelay.com\/en\/wp-json\/wp\/v2\/media?parent=85126"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}