Remind, reinforce, recognize: Why the best channel incentive programs use engagement nudges

Traditional, one-size-fits-all engagement tactics aren’t enough to capture the attention of today’s diverse channel partner networks. Partners get so many generic communications that they’re quick to ignore them, especially if the messaging is irrelevant or boring.   

The result? Top performers are disengaged, those with potential never get the encouragement they need and your program faces stalled growth, poor participation and missed objectives.   

What if your program could cut through the digital noise?  

It can with smarter, targeted strategies. Engagement triggers, also called nudges, that are sent to the right partners at the right moments build loyalty at every step of the channel partner journey.  

Let’s explore what these tools are, how they work and how they can overcome engagement challenges to set programs apart. 

What are nudges and how do they push channel partners to act? 

Nudges are timely, personalized and automated messages triggered by sophisticated incentive program technology at the moments when it’s most important to get partners’ attention. They aren’t tied to a static communications schedule and can be sent when they matter most. 

It could be moments when they've started disengaging, which could become a long-term issue if not addressed right then. Or it could be moments when they are engaged but some recognition would help them do even more. The most important moments to send a nudge vary program by program, so use your program data to identify the behaviors and touchpoints you need for your diverse partners and objectives. 

Do engagement nudges work to gain channel partner mindshare? 

We've been seeing a lot of evidence that integrating nudges into your channel program strategy can get remarkable results.  

Real-world results from our clients 

• Post-program enrollment nudges had a 3x higher conversion rate in just two weeks (from 41 to 280 referrals over the prior year’s comparable period) 
• Adding nudges to transactional email strategies caused a 9.75% increase in redemptions (with nudges contributing 37.5% of redemption dollars in the 7 weeks before point expiration) 
• Generic activity statements sent to 45,114 associates returned $0.48 redemption value per recipient. However, nudge emails sent to only 5% of the audience returned $3.22 redemption value per recipient (35% of total redemption revenue!). 
• Nudges were 6.7x more powerful at driving redemptions than broad communications   

Related: Discover how a refreshed channel incentive solution, which included adding nudges, helped our Fortune 100 insurance client exceed 160% of its enrollment goals. 

Personalized prompts get the best results 

Think right person, right message and right time. If the nudge isn’t relevant to that partner, your nudge could become part of the program noise you were hoping to avoid. But if your message is personalized and timed to a key engagement touchpoint (e.g., missed requirement, milestone reached, activity lag), partners will feel like you’re reaching out to them directly because you care. Recognized recipients respond.  

Related: See examples of adding personalization to channel incentive programs. 

How should we deliver engagement nudges for maximum impact?   

Multichannel delivery options, including email, platform notifications, and SMS, ensure that nudges reach partners wherever they’re most active.  

Because the workflows are automated, the messages arrive in a timely manner as a direct response to partner actions (or inaction)—regardless of preferred delivery method. For example, an achievement congratulations nudge is sent shortly after the trigger occurs to build a clear, personal connection.  

To cut down on repeated messages, which can annoy partners, ask them to select their preferred delivery methods (adding another level of personalization to the nudges).

How do we effectively add engagement nudges to our incentive program?  

Nudges depend on your incentive program software’s capabilities, so you’ll first want to speak to channel technology experts to find out what your current program can do. But there are still steps you can take to start building an effective engagement nudge strategy that delivers superior results.  

1. Map potential triggers to program KPIs and the desired behaviors to achieve them. Alignment ensures every message serves a strategic purpose and works toward achieving your long-term goals. Otherwise, the message is just adding to the noise by filling partners’ inboxes.  
2. Segment your partner network then automate who receives each nudge. Use your program data to identify who needs what message and when, based on their roles’ unique partner journey. 
3. Remind, reinforce and celebrate. Messages should both reinforce positive behaviors and offer timely reminders for improvement. The cadence should also be considered for any reminder nudges so that busy or stressed partners don’t feel inundated.  

Don’t miss out on critical engagement opportunities  

By embracing engagement triggers in your incentive programs, you can drive better results, amplify partner loyalty and position your organization as a true collaborator—one partners will want to work with more. The days of mass communication are numbered. It’s time to better support each channel partner on their unique journey through smarter, targeted communications. 

Looking for targeted help adding engagement nudges into your channel strategy? Let’s talk!