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 cheaper than acquisition: Recruiting new customers costs five times as much as retaining current customers. At the same time, the process takes a lot less time because you don’t have to repeat the entire customer journey all the way from the start.
  • Cross-selling opportunities: Recurring shoppers tend to purchase many different products. They already trust your company and know that your products or services are good, so they are not afraid of testing other items from your portfolio.
  • Customer loyalty: Loyal consumers spend more than first-time buyers. A study reveals that a 5% increase in customer retention correlates with at least a 25% increase in profit. This happens because consumers don’t want to risk changing brands when they know your organization if perfectly reliable.
  • Stability: A wide base of loyal consumers ensures financial stability. As they keep coming back to you and spending more money, you can count on stable revenue and invest more in lead generation.
  • Brand advocacy: Loyal customers are likely to recommend your business to their friends and family. It’s a big advantage because people tend to believe their peers much more than brands.

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.

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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:

  • “You are not part of a community that connects global travelers. Find a place to stay. Discover things to do. Or share your home.
  • With over 4.5 million homes across 200 countries, you’ll find spacious and affordable options for every occasion.
  • Fill your trip with experiences designed and led by locals in destinations worldwide. And book tables at popular restaurants.”

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.”

62% of consumers expect companies to send personalized offers or discounts based on items they’ve already purchased. Click To Tweet

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:

  • Analyze data: The first thing you need to do is to collect the best data. Demographic information taken during sign-up can help you a lot here.
  • Personalized subject lines: A subscriber has to know right away that your message is interesting and customized.
  • Ask questions: Asking questions is another productive way to drive engagement and bring the customer back to your brand. You can ask people to share their opinions or give suggestions, thus encouraging interaction and boosting loyalty.
  • Analyze their interests: You can always analyze website behavior of your subscribers to understand what kind of content they search for.
email marketing campaigns
Source: Canva

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.

About 78% abandonment rates at cart. – Listrak Click To Tweet

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:

  • Timing: The timing of the cart recovery message is critical to the success of your plan. The best solution is to send a recovery email within 60 minutes upon cart abandonment. That way, you can catch customers while they’re “near shopping” experience is still fresh.
  • Subject lines: Once again, the way you write a subject line can determine the faith of your cart recovery email.
  • Add a product image: Give receivers the change to take a look at the product one more time. A picture is worth a thousand words, so they might change their mind after seeing it again.
  • Include a large CTA button: In order to ensure conversion, you should include a large and clearly visible CTA button.

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:

  • Still any interest in our service?
  • Any updates for us?
  • It takes two to tango
  • Let’s cut to the chase

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.

better email marketing
Source: Canva

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.

Find The Right Marketing Tool for Any Stage You’re At.

No matter where you are in your biz, there are amazing tools that can save you dozens of hours per week, automate key marketing activities, and save you thousands of dollars.

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:

  • Constant Contact: This state-of-the-art automation platform can do most of the email work instead of you.
  • MailChimp: One of the frequently use email automation platforms is not only comprehensive but also easy to use. You don’t need expert knowledge or previous experience to figure out MailChimp.
  • Bestessays.com: It’s a writing service with professional content creators who can write outstanding email copies on your behalf.
  • Grademiners: These guys do it all – from email copywriting to editing and proofreading.
  • Active Campaign: This platform pairs email automation with customer relationship management and sales tool.
  • Keap: It’s a perfect tool for clients who demand highly comprehensive email marketing software.

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.

We’re listening.

Have something to say about a email marketing and customer retention? Share it with us on Facebook, Twitter or our LinkedIn.

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.

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