Email marketing is one of the most effective ways to stay connected with your customers and boost customer loyalty . At the same time, spamming them with too much content or irrelevant information can drive your customers away. If you don’t want all your emails to go unread, learn to craft the right messages at key moments to get people in the buying mood. Try these five smart techniques to retain your best customers and generate steady business from them.
1. Automate Emails to Different Customer Segments
If you’re sending the same content to your entire email list, now is a good time to stop. A one-track approach might work when you’re first starting out, but the needs of your audience will branch out as you develop more products or content. This is where a wealth of customer data comes in handy. Start segmenting your audience into groups based on details such as age, gender, interests, occupation, or purchase frequency. Buyer personas will be different for every marketer, depending on which factors drive your customers to make purchases.
Use your customer data to create targeted promotions that appeal to the unique motivations of different segments. You will get better are customizing these messages the more you study each customer segment. More importantly, people are less likely to ignore your emails when you demonstrate how well you understand their values and needs.
2. Reward Customers With Birthday and Anniversary Discounts
Special-occasion discounts are a smart time to remind customers why they keep doing business with you. After all, a simple “thank you” goes a long way. Show gratitude to customers for being long-time subscribers or buyers, and make them feel special with a discount tailored to their interests.
Use each customer’s purchase history and browsing behavior to provide recommendations. You can combine each suggestion with clever prompts encouraging customers to finally treat themselves to products they’ve been checking out for a while
3. Offer Follow-Up Tips for Using Your Product
Don’t leave customers hanging after they make a purchase, especially if your products have a learning curve. Take advantage of the moment when customers are forming early opinions, and send a follow-up email to make sure they get the most value from your product. Depending on what you sell, you can offer useful tips, such as:
- How to tailor the product for different applications
- How to troubleshoot or care for the product
- Creative ways to style the product
- Resources for finding common answers to questions
Basically, make it easy for customers to have a good experience with your product. You can avoid a lot of problems and negative feedback by taking the initiative to offer up helpful information. When it’s time for customers to write a review, they’ll remember how you went the extra mile.
4. Send Helpful Reminders About Expiring Loyalty Discounts
Losing loyalty points is annoying for customers. They spent money. They earned a discount. Missing the opportunity to redeem those hard-won points feels like sending money through the shredder, especially for customers who make regular purchases. Yet, people often forget they have loyalty points if they don’t use these discounts right away.
Reach out with reminder emails to let customers know when their points are close to expiring. Include a sneak peak of your latest products to give customers even more incentive to act now. That way, you’re providing a gentle nudge and showing customers you care about savings.
5. Audit Your Email Activity
Customer interests change, and information that was useful at one point may be less relevant in the future. Check in with email subscribers from time to time to find out if your emails are still beneficial to them. It might seem like a small gesture, but it yields benefits for everyone.
You show customers that you value their input and genuinely want to be helpful. At the same time, you renew interest from subscribers who may be slowly drifting away. If you overwhelm people with emails they don’t want, they’ll just mark your messages as “read” and move on. Auditing your email content gives you a chance to get loyal customers re-invested.
Customers are surrounded by distractions. Don’t let your message disappear into the endless void of the email inbox. Rethinking your strategy can help you boost relationships and keep loyal customers in the fold.