Customer churn happens, but what if you could prevent customers from leaving?
Customer retention is the basic precondition for the success of any business. It should be a key element of your sales strategy simply because the benefits are too huge to neglect. Let’s see the reasons why customer retention is so important:
It’s a well-known fact that returning consumers make the majority of revenue, but there is no secret formula to tell you how to improve customer retention. There are all sorts of tricks and tools to use here, but email campaigns remain one of the most productive mechanisms.
According to the report, 80% of businesses surveyed rely on email marketing for customer retention. This is why we want to focus on email marketing and show you seven actionable tips that will boost your customer retention.
Send Welcome Emails
You can’t find a better icebreaker to launch a conversation with your subscribers and start building mutual relationships. According to Wordstream, welcome emails have on average four times the open rate and five times the click-through rate of a standard email marketing campaign.
Although it may seem simple at first, a welcome email actually serves multiple purposes. First of all, it’s a tailored message that helps customers to get acquainted with your brand. You can tell them briefly what you do and what to expect from your company in the days to come.
Secondly, welcome emails contain basic information about your business such as the email address, phone numbers, links to social platforms, etc. Of course, welcome emails give you the first opportunity to invite recipients to engage and check out your website.
A great example of a welcome email comes from Airbnb, a global hospitality service giant. Here’s how they address the first-time email recipient:
As you can see, Airbnb clearly explains the purpose of their business. They also share some very convincing numbers with their subscribers, thus proving the global authority of the organization.
Keep It Personal
No matter what you do or sell, it is necessary to get closer to your consumers and treat them with all due attention. The same goes for email marketing as you need to personalize communication and show that your company is not alienated.
A report shows that 62% of consumers expect companies to send personalized offers or discounts based on items they’ve already purchased. This obviously means that you have to tailor messages to fit the needs of every consumer individually.
Greg Gardner, a digital marketer at Kidsinthehouse, claims that personalization is your way of revealing the human side of the business: “Addressing receivers by their names is already a good start, but you can do much more than that. For instance, send them exclusive offers or onetime discounts based on previous interactions with your content.”
How can you achieve a satisfactory level of personalization and boost customer retention through email marketing? It’s a multilevel process, so we will divide it into several units:
Use Cart Recovery Emails
Do you know that approximately 75% of website visitors are clicking away from their carts? It’s a huge figure and you would skyrocket sales if you could win back at least some of those shoppers.
Email messages are an excellent tool to grab the prospect’s attention once again. Since the vast majority of users abandon shopping carts, you can utilize cart recovery emails to encourage them to complete the purchase. However, it takes a content creation wizard to convince people to go back to your website.
A subject line of the cart recovery email must be very attractive, while the copy has to be delicate but straightforward and persuasive. Besides that, there are many other factors to consider here:
If you are still not sure how to write such a compelling cart recovery email, we advise you to consult with professional copywriters at Assignment Masters or any other agency from the academized review list.
Send Follow-Up Messages
Some marketers believe that customer interaction ends once the purchase is complete, but this the right moment to send a follow-up email and keep building relationships with your clients.
The simplest option is to send a simple “Thank You” note and express gratitude. That way, you make shoppers feel acknowledged and appreciated, which is always a good way to improve retention – almost 80% of customers appreciate when companies express their gratitude.
On the other hand, you can add value to the post-purchase email by including special offers. You can cross-sell other products that are closely related to the items your customers already bought.
Even if they discard your offer, customers will remember it and appreciate the fact that you have done your best to impress them.
You can find a plethora of interesting follow-up email templates and suggestions online. Keep in mind, however, that there are other types of follow-up emails depending on the nature of your communication with the prospect and the first message that you have delivered.
It is possible to boost customer retention after trigger events, meeting, or even messages without a customer’s reply. For instance, HubSpot gives you a number of interesting suggestions in case the customer fails to answer your first message:
You can find a whole bunch of other examples, so make sure to use them as part of the follow-up communication.
Respond Promptly to Emails Received
The Internet speeds up communication and maximizes the expectations of modern consumers. Today, users want brands to be available 24/7 and reply to messages very quickly. Email users are not an exception here as almost 50% of them expect you to answer their emails within four hours.
If you want to maintain the authority and credibility of your business, make sure to answer customers’ emails as promptly as possible. It would be perfect to respond in one hour or less, but anything less than one business day can be considered professional.
Doing so, you don’t only prove professionalism but also make people feel acknowledged and appreciated. This is the best way to improve customer satisfaction, build a wider base of loyal followers, and maximize customer retention using a simple channel like email marketing.
Organize Q/A Sessions
We don’t see too many marketers using this tactic but rest assured it is one of the best ways to boost customer retention. You can organize regular Q/A sessions to keep subscribers engaged and allow them to get familiar with your business.
Invite customers to send you questions via email and don’t forget to answer in the next newsletter. You can delegate this job to different members of your team: sales agents, marketing managers, customer service specialists, etc. It’s not a complicated technique, but it can do wonders customer retention-wise.
Why is it important to mix respondents? The logic is clear: you want to reveal the human side of your organization and prove there are some real persons working behind the scenes of your business.
Subscribers will be seeing new faces week after week and perhaps even invite some of them to come back and answer more questions. It’s an entire mechanism that inspires interaction and grows the number of recurring consumers.
Make Use of Email Marketing Tools
The year is 2019 and you don’t have to take care of everything single handedly. The Internet is filled with precious email marketing tools, platforms, and services, so we recommend you to find a few solutions that can enhance your customer retention strategy. Some popular choices include:
The list goes on, but it’s your job to check other tools and select the ones that suit your business needs.
Conclusion on Emailing and Customer Retention
If you’ve worked in the digital marketing space, then you know about the customer experience, social media, email newsletters, call-to-actions, and SEO. Blend email marketing into your marketing campaigns and watch your sales grow.
There are many ways to drive more conversions and boost the profit of your company, but customer retention remains the most productive tactic.
We wrote this article to show you the impact of email marketing on customer retention and to explain seven actionable tips to use email campaigns to grow the number of recurring consumers.
Scott Mathews is a content creator at NinjaEssays and a part-time blogger at paper writing services Nerdywriters and Easy Essays. Scott specializes in digital marketing, but he also loves writing about the issue of personal productivity and self-improvement. Scott is a passionate runner who never misses the opportunity to participate in semi-professional long-distance races.