Frozen yogurt franchise Pinkberry is ramping up its loyalty program by driving downloads of its mobile application via email.

Pinkberry’s app was released last October, and the company is driving downloads by emailing customers that register a rewards card. The free app is available for download in Apple’s App Store and Google Play.

“Our app is the center of our loyalty program,” said Laura Jakobsen, senior vice president of design and marketing at Pinkberry, Los Angeles. “The program adds value to our customers’ experience making it easier to track and redeem rewards as well as adding a convenient payment method with scan-to-pay technology that will be available in this month’s release.”

“We communicate the app availability to our engaged customers via email lists because we believe they appreciate hearing news about the utility and functionality of the app,” she said.

Email prompts
When customers get a pinkcard, or a rewards card, at any Pinkberry location, there is a sticker on the card prompting customers to register the card online to get rewards. Once customers register the card online, they receive an email welcoming them to the pinkcard and prompting them to download the Pinkberry mobile app.

The email reads, “If you haven’t already, download the Pinkberry mobile app from your iPhone or Android device to experience more. You’ll receive in-app messages when you’ve earned rewards.”

If users open the email on a smartphone, the links direct them to Apple’s App Store or Google Play, depending on the device.

Users do not need the app to earn rewards because they can register their pinkcard online and use the hard card. However, the app offers additional features like tracking purchases and giving gift cards.

The app also allows users to locate stores that have their favorite flavor.

Additionally, the app enables mobile payments and social media activity.

Mobile froyo
Pinkberry has rolled out many different mobile initiatives in the past.

For example, in April, the company gave out mobile coupons for its new Greek yogurt product via a location-based advertising campaign (see story).

Last year, Pinkberry first put out an app for its loyalty program that also enabled mobile payments (see story).

According to Marci Troutman, CEO of SiteMinis, Atlanta, email is a great way to continue Pinkberry’s mobile initiatives.

“Considering that the percentage of emails opened on a mobile device has grown from 10 percent opened on mobile in the second quarter of 2011 to 43 percent opened on mobile in the third quarter of 2013, brands would be well-advised to consider that their consumer base is becoming more and more reliant on email and turning away from PC interaction,” Ms. Troutman said.

Ms. Troutman is not affiliated with Pinkberry. She commented based on her expertise on the subject.

“This trend will continue to grow as mobile adaption penetrates the globe,” she said. “Consumers will continue to click through from an email on mobile to a mobile browser where they can either complete an action on a mobile Web site or be directed to download an app in the app store.

“Either way, brands need to understand the destination point of their consumers and ensure they have their mobile strategy in place to accommodate.”

Final Take
Rebecca Borison is editorial assistant on Mobile Commerce Daily, New York