While many businesses overlook customer retention, it is a very important aspect of brand growth. More and more B2B and B2C companies are investing a lot of resources in lead generation, yet they neglect customer retention. One way to solve this problem is to develop an email marketing retention strategy.
Why should you invest in customer retention? Studies show that acquiring new customers costs five times what you spend on retaining them.
Adopting the right email marketing retention strategy even saves you more resources. This is because while retaining existing customers, you can use this strategy to convert new purchases to repeat customers.
Does Email Marketing Retain Customers?
This is one question that many marketers, especially those that look down on email marketing ask. Email marketing is one of the most useful tools for any business.
First of all, the ROI on this mode of marketing surpasses anything you will get with social media marketing or any other means of traditional marketing. Here are a few reasons that show that email marketing is one of the best ways to retain customers:
Boosts repeat business and Fosters Loyalty
Email marketing should be personalized. When done this way, it holds the key to customer loyalty. Delivering emails that are relevant to each customer’s needs at the time they need it shows that you understand them genuinely.
They know that you care about them and want to help them deal with their challenges. These emails make them stick to your brand regardless of what other brands in the same industry throw at them.
Higher customer lifetime value
Customer lifetime value refers to how much retaining a customer long-term will make for your brand. When customers are happy with your services and build a relationship with you, they will stick with you.
They will go beyond this to refer others to your brand. Email marketing can help you achieve this through personalization as it makes them feel special.
Better customer experience
Personalization increases the chances of recipients opening your emails. It is also essential to an improved customer experience. The more you understand your customers, the more personal your emails can be. This results in more engagement and boosts retention.
What is Retention Email Marketing?
Retention email marketing in simple terms is sending thoughtful personalized emails to your customers at the appropriate time.
It is no secret that customer engagement and satisfaction are vital to customer retention. These emails help you to keep your customers engaged to develop customer loyalty.
Experts say that retention emails are the most common type of email marketing currently. There are different types of retention emails but they all have the same goal, engage with customers to ensure customer satisfaction. These emails also help to reduce customer effort, deliver exceptional services, and improve customer experience.
How do you Retain Customers Through Email?
Now that we understand what retention email marketing is, let’s discuss how to use your emails to retain customers. There are several factors that you must add to your email retention marketing strategy to ensure success. This section will discuss some important tips:
Communicate your product/service value clearly
Whenever you have to communicate with your customers, do so clearly. Show each customer how your products or services will solve their problems.
State how you are different from the competition and how they can unlock the different features of your offering. Simple but professional language is the key and it allows you to be as personal as you can.
Catchy subject lines
Subject lines determine to a large extent whether or not your recipients will open your emails. Make use of short but catchy subject lines. Communicate the crux of the email in your subject line. Avoid being too salesy, instead, focus on the value you are offering. Finally, your subject lines should be engaging.
Use responsive templates
You can get everything right but with an irresponsive template, customers might just delete your emails before reading through.
A responsive email template is one that adjusts to different screens. As such, your customers can still read through emails on computers, tablets, or smartphones. Responsive emails improve customer experience and engagement.
Leverage what works for your customers
Customers are different so you should treat them on this basis. A top-notch ESP helps you to segment your email list based on customer behavior, preferences, and so on.
You can use this to craft emails based on what works for each segment of your list. Let them know how specific features of your offering can solve their problems. Doing this boosts engagement and customer satisfaction.
Customer Retention Email Template
This post has shown what retention email marketing is, the importance of having an email retention marketing strategy, and how to get the best results. To help you out, we have put together a few types of retention emails that you should work with.
This is one of the most important retention emails you will send. It helps you to give customers a warm welcome once they approach your brand.
You should send one out once they subscribe to your email list or place their first order. It shows them that you are happy to have them engage with your brand.
These emails help you to juggle the memory of the recipient. You use them mostly when you haven’t gotten feedback from a previous email. They also come in handy when a customer has added items to their shopping cart without further action for a long time.
You send education emails when you need to show your recipients the value of your offering. They show why the recipient should purchase a certain product or sign up for a specific service. These emails help to solidify your brand as an authority in your field.
Special occasion emails
Celebrate special occasions with your recipients with these emails. Special occasions include birthdays, wedding anniversaries, special holidays, and so on.
You can present them with special offers on such days as a way of identifying with their celebration. What better way to retain customers than show solidarity on their special occasions?
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Email Marketing Retention Strategy-Conclusion
Developing a top-notch email retention marketing strategy isn’t rocket science. This post has shown you everything you need to know. Do you have any questions? Kindly drop them in the comments section below.