E-gift cards are gaining in popularity. According to Promo’s Patricia O’Dell: “Marketers of loyalty programs are discovering the value in E-gift cards as a way to deliver instant gratification once a particular threshold is met, to say thanks or apologize to an unhappy customer, and to motivate action among inactive or low-involvement members. A major bonus, of course, is that the cards are much less expensive than their plastic cousins and offer a wide variety of ways they can be delivered, including mobile, which can send messages exploding virally.”

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