Biz Tips: How to Harness the Power of Customer Retention with Email Marketing

Biz Tips: How to Harness the Power of Customer Retention with Email Marketing

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How to Harness the Power of Customer Retention with Email Marketing

Creating the perfect email to win back customers.

Photo by rawpixel on Unsplash

There are three key points every marketer should know about when it comes to sending out emails: Cart Abandonment, After Purchase, and We Miss You.

In this article, I’ll talk about why each one is so vital, and list the elements every good email should have to win back customers.

Cart Abandonment

“silver metal shopping cart on gray pavement near white fences” by Kai Oberhäuser on Unsplash

This is a no-brainer. Maybe they forgot to press “buy now,” maybe the site logged them out, maybe they accidentally left the site. When a customer leaves your site with products in their shopping cart, send them a reminder!

Many customers use shopping carts as a wishlist feature, keeping items there that they’re interested in. When this is the case, it’s more vital than ever to show them why they should make the purchase with you.

How can you do this? By sending them personalized deals and offers. For example, if it’s winter, and the customer has abandoned a winter coat, email them an offer for a free hot water bottle if they buy now, or a discount on the brand the coat is from. This kind of personalization is often exactly what shoppers need to commit to buying with you.

It’s also a great idea to build on the momentum and offer a cross-sell or an upsell here. For instance, working from our last example, this email would be an ideal place to market a pair of matching gloves or scarf. Alternatively, you could offer a more expensive coat guaranteed to keep your customers warm.

Make sure they have a reason to click “buy now” — perhaps let them know that it’s a popular product, or that the deal you offered above is only good for 24 hours. Give your customers an incentive to act now.

In summary, every good abandoned cart emails contains:

  • Products customer abandoned
  • Incentive if they complete the purchase
  • Personalized cross-sell or upsell
  • Time sensitive offer

After Purchase

When a customer makes a purchase from your site, they should receive an email from you with details about the product. The email after that should capitalize on the forward movement, acknowledge and thank the customer for shopping with you, and give your customers a reason to come back.

“photo of woman holding white and black paper bags” by freestocks.org on Unsplash

For example, if they’ve just purchased an order of hardware from you, if you’re a B2B, you should send an email saying you appreciate their custom and want to reward their loyalty with a special offer — 10% off their next order with you, or a free gift with their next purchase on your site.

This builds good feeling and encourages customer retention — people love to feel liked and appreciated, even if it’s just for a routine shipment of drill bits.

Here is a perfect place to personalize the email. Make sure that your offer is relevant to them, based on their past orders. for example, if they favor a certain brand, ensure that the 10% off is specific to that brand, or that the free gift is from that brand.

You can also put suggested for future purchases here, based on their past browsing and buying history. This personalized element makes them feel looked after, telling them you care about their experience on your site.

Again, this email needs to be time-sensitive: make sure they know this offer won’t be good a year from now; you want them to buy now.

If this customer buys from you frequently, you can put this time within their typical buying cycle.

In conclusion, every “After Purchase” email should have:

  • Acknowledgement and thanks for purchase
  • Personalized offer for future purchase
  • Personalized product recommendations
  • Time-sensitive element

We Miss You!

This kind of customer can be the most frustrating for businesses — they shopped with you once, maybe twice, but then never again. They can also be tricky to get back on your site.

However, the key lies in crafting the perfect email to win them back.

“wooden gate with red and blue heart paint” by Jon Tyson on Unsplash

Build on what you do know about them — make sure this email contains references to what they bought in the past, as well as personalized suggestions for what they might like in the future. Give them a discount or free gift to let them know they’re a valued customer that you’d be honored to have back on your site.

You should also make sure to point out any trending or best-selling products on your store. You don’t have that much information about this visitor, so popular items like these are sure to be safe bets to get them back to shopping with you.

Again, a time-sensitive element is the best way to ensure that they don’t postpone the purchase. This time, the strategy should be to make the deal time-sensitive.

The most important point is to excite and inspire them, giving them a reason too compelling to say no to. With personalized products and the right messaging, you can achieve this.

The recipe for a perfect We Miss You email:

  • Message to say they’re missed
  • Best-sellers and trending products
  • Personalized product recommendations
  • Time-sensitive offer

With these three emails in your arsenal, watch how your customer retention rates skyrocket, winning back customers, increasing revenue and average order value all in one powerful move.

Want to learn more about the best personalized emails to send to your customers? Pop over to PureClarity where you can learn all about how the power of emails works its magic.

Keen to find out more about how PureClarity makes personalization easy? Sign up for a one-on-one demo, where you’ll learn how PureClarity would work on your business.

Ready to sign up for a free 14-day trial? We like your style! Get ready to see your conversion rates, average order value, and revenue increase through the power of personalized merchandising.

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How to Harness the Power of Customer Retention with Email Marketing was originally published in Marketing And Growth Hacking on Medium, where people are continuing the conversation by highlighting and responding to this story.

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