Email marketing: a powerful tool for retaining your customers

Customer loyalty is something complicated to achieve, though not impossible. Do you want to build lasting relationships with them? Email marketing is the answer. It is one of the most direct channels to maintain a close conversation with your current customers. Why not take advantage of it?

It is more economical to keep the people who already know you on your side than to attract new buyers. It’s simple; there is already trust in your products or services.

Turning your audience into promoters of your brand is one of the best strategies to increase the company's revenue; you should give it a try. Now, the million-dollar question: What should you do to achieve it?

Here are 5 effective tips to increase the loyalty of your current customers:

1- Don’t write without thinking. Outline your objectives.

Before building a building, you must sit down and calculate the expenses. The same goes for email marketing; you need to think about your main objectives before you sit down to write a sequence of emails.

Do you know what happens when you don’t? The results will be dismal. Your users won’t feel engaged with your communication, they will stop opening your emails, and little by little, Google will move you to the promotions or notifications tabs until, without return, you become spam or junk mail.

When this happens, your Open Rate drops and your Spam Rate increases. The email marketing tool you use can detect movements in these rates and take some action against you and how you manage your content or your user lists.

That’s why it’s important to analyze the frequency with which you will send each email, the number of emails, the ideal content for your current customers, among others.

2- Take special dates into account

Use seasonal marketing to your advantage. Talk to your customers on important days like Christmas, New Year, Valentine’s Day, and even every time the season changes.

Your users know that with seasonal changes come discounts or special promotions, so offering “surprises” with timing will ensure that a good portion of your audience wants to see those emails.

The first thing you should do is analyze what the relevant dates for your business might be. You need to prepare:

• Schedule the most relevant dates.
• Adjust your emails to a deadline and create a sense of urgency.
• Prepare offers in advance for each date.
• Share valuable content related to seasonality.

The best part is that it also works to attract those people who know you but haven’t purchased in the past, and this time they will. A marvel!

3- Pay attention to your audience's behaviors

Analytics is crucial for making good decisions. Are you using it? You already know the actions your current and potential customers have taken so far. You know which messages work best, the emails with the highest open rates, and also the most popular types of content.

You have all that data; use it. It’s the best frame of reference you have on hand to create powerful email sequences to retain your customers.

4- Provide a lot of value in every word

Don’t appear desperate to sell! People who have already purchased also need good content. Tips, tricks, unboxings, and more. Remember something very important: valuable content is a piece that provides benefits to the target audience it addresses. It must be something they need to read; only then will it succeed.

A good way to combine everything is by providing value and selling at the end. Your audience will feel motivated by the principle of reciprocity. You gave them something, and they return it by sharing your content or even making a purchase. Creating good content is an art; take the time to plan and do many tests.

5- Analyze and optimize

Optimizing is the key to improving results. Some keys to doing it well are:

• Write catchy headlines.
• Keep emails short.
• Always include two CTAs.
• Use videos and images as well.

Regarding call-to-actions, include at least two: your email should open with a defined action and close with a defined action. If you can break down different actions in your content, even better!

As I mentioned a bit earlier, metrics should be used to improve content. Don’t let all that valuable information go to waste. Results will come with optimization and the correct handling of metrics.

Put each of the tips into practice and get ready to retain your customers.

Now tell us, have you created successful email marketing campaigns? What has worked best? Follow us on social media to read more content like this :) Facebook / Instagram.