How to Use Email Marketing to Improve Customer Retention

Email MarketingThis column is by Dimpy Aggarwal, Customer Success Manager at Betaout

Email is one of the most cost effective ways for online businesses to stay in touch with their customers. Moreover, emails offer a one-to-one approach to connect with users and thereby, compared to other forms of marketing, is much more personal in nature. This very trait makes it a suitable form of communication to draw back lapsed customers and users. Using email marketing, businesses can regain lapsed customers with win-back campaigns and target new customers based on segmentation. Customer retention is critical for any business given that fact that a stable customer base will directly affect the sustainability of the business. But, most marketers focus more on acquisition than customer retention, even though it can cost 7x more to acquire new customers.

Thanks to technological enhancements, email marketing has come a long way since its inception and continues to help eCommerce companies improve customer retention. Here are some email marketing tips for companies looking to make further headway with this tool:

Hyper Personalisation of Email Campaigns

Most marketing emails begin with the standard robotic messages that don’t involve any amount of personalisation. Starting emails by addressing the person with his/her name not only creates a higher recall value for the customer but also shows them how much the brand cares about/ remembers them. Wishing customers on special occasions such as their birthdays or gently reminding them when they have not checked out from their cart and the likes is a great way to keep them engaged with an eCommerce platform.

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To go a step further we are entering into the era of hyper personalisation. Simple text based emails might not be all it takes to draw a customer back onto your platform. Supplementing your emailers with animation, short video, gifs,modular template design and interesting content tailored to your audience interest will increase the success rate of your email campaigns.

Using Feedback as a Customer Retention Tool

A great way to retain and gain back customers is through email campaigns that solicit feedback from lapsed/ inactive users. Businesses can act on the feedback to show how much it values customers patronage. Also, feedback ultimately helps the business improve its bottomline.

Offering Ancillary Value via Email Campaigns

A good strategy to activate lapsed users or to keep current users engaged is to target email campaigns that are purely non commercial in nature and offer value to the user. Take, for example, an e-commerce store that sells food products. Then an email campaign talking about innovative ways to create interesting recipes or food hacks to save time will serve immensely useful to its audience base.

Triggered Email Campaigns

Triggers will assume an increasing order of importance for customer retention. At every touchpoint of an user interaction across your assets, emails will serve as a closure to the user experience. Having the right trigger email at a certain touchpoint can improve customer retention as it will keep the customer hooked to your platform. For ex- offering exclusive and sneak previews to a user with high bounce rates can spike interest in them and compel them to return back to your platform.

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At the end of the day, in today’s overcrowded online world, where customers are spread thin and pulled in different directions, eCommerce companies looking for customer loyalty and retention will have to focus in equal measure on ‘how they speak with customers’ as they do on ‘what they say’.

Disclaimer: This is a guest post. The statements, opinions and data contained in these publications are solely those of the individual authors and contributors and not of iamwire and the editor(s).

Image Credit: One-400

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  • Rowan

    Thanks for great tips! Email marketing is an important marketing channel for our business. We’re using GetResponse right now. Landing page creators are very useful in many campaigns as well as subscriber segmentation.