Email marketing continues to be relevant, even as new digital marketing options emerge. Its success in helping you attract customers and maximize your ROI is undeniable.
But in fact, email marketing can be just as beneficial in retaining your existing customers. Considering the fact that retaining your current customers costs significantly less and has a higher chance of success than growing your customer base, not taking advantage of this tactic in growing your loyalty could be a significant missed opportunity. Here are 4 email marketing campaigns you can implement right now to increase your customer retention.
1) The Onboarding Sequence
Depending on your industry, you may already be familiar with the concept of customer onboarding. Some products and services require a bit of handholding to help your customers get started. In reality, every industry can benefit from the same general concept.
Your retention efforts should start early. When a new customer comes on board, greet them with an automated sequence that introduces them to your company, and explains how they can make the most out of your product or service.
You can even include a few tutorials that explain how to get started. The easier it is for your customers to gain the benefits of using your product, the more likely they’ll be to stay on and buy from you again.
2) Customer-Only Content
We all love feeling like we’re part of an exclusive group. The reason so many loyalty programs work is because customers of those brands tend to embrace the fact that they can get benefits some of their peers can’t.
For your business, that fact is an undeniable opportunity. Use your emails to offer content, coupons, and discounts that are unique to your existing customers. Make sure to highlight that the only reason they’re getting it is because they’re part of your customer group. You’ll see your conversion and retention rates rise as a result.
3) Reactivating Inactive Customers
Of course, retention is not just limited to your happy customers. Along the way, you likely find a significant portion of customers who haven’t bought from you in a long time, or only did so once. Re-engaging these clients could become a crucial part of your conversion efforts.
For starters, you want to know exactly why they’re not coming back. Send an email with a quick survey that seeks to answer that question, allowing you to improve your business over time. In addition, simply ask them why they’re not coming back, and what might entice them to do so. The more they feel involved, the more likely they’ll be to actually take action.
4) Encouraging Brand Advocacy
Finally, don’t be afraid to encourage your loyal customers to spread the word. Word of mouth marketing is powerful, as your audience will be much more likely to believe your peers about the benefits of your product or service than they would be to believe you.
In fact, 88% of consumers believe online reviews from strangers much as personal recommendations from their friends. Send emails to your most loyal customers that encourage them (and perhaps even incentivize them) to let others know about your brand. Include easy share and forward options in the email itself to reduce the friction and necessary work for your audience.
Email marketing continues to be among the most popular digital marketing tactics for a variety of reasons. But much of it is due to its versatility, as you can use the tactic to attract, convert, and retain your customers on an ongoing basis. Campaigns like the above help you ensure that you don’t just grow your customer base, but also keep them on board for a long time to sustainably and consistently grow your business.
To learn more about how to improve your marketing strategies, give us a call or send us a note today at Small Dog Creative 661-702-1310!
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