If you are willing to forgo some of your privacy and let companies send you marketing material and find out about your spending habits, you can earn worthwhile rewards from loyalty programmes, research into these programmes reveals. Being "fully opted in" is one of the ways in which you as a member of a loyalty programme can progress to a higher tier and qualify for more points per spend - known as the earn-and-burn ratio - as well as better discounts on products and services. "We know that consumers are becoming increasingly selective with regards to who they want to hear from and the types and frequency of communication they want to receive from brands due to over-communication and spam flooding their inboxes," says Amanda Cromhout, the founder and CEO of loyalty consultancy Truth. Truth collaborated with online research company WhyFive to produce the third annual Loyalty Whitepaper, released this week. "But this is where most consumers miss out, as they may not be receiving loyal...

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