Keeping a customer is cheaper than acquiring a new one. So how do you use email marketing to drive more customer loyalty? Here are some actionable tips to improve your strategy fast.
For every organization, building customer loyalty is a constant goal. It makes sense when you think about the fact that it costs five times as much to attract a new customer than to keep an existing one.
So, you want to make sure you’re using all the tools at your disposal to nurture your current customers. For instance, email is a tremendous channel to foster long-term relationships with your clients. Here is how to make the most of email marketing while not adding too much to your workload.
Start with a neat email list: use an email checker
You’re spending time and money to send email campaigns. Unless you have an excess of these two resources, you’re expecting some results in return. But, no matter how much you work on creating your email marketing campaigns, they’ll fall flat if you’re list is not up-to-date.
Making the effort to clean your list pays off. How do you do that? By using an email checker and letting it weed out the bad data you’ve acquired. Bad data includes:
- invalid email addresses: for instance, whenever someone makes a typo while trying to subscribe to your emails, you lose a lead. Moreover, that email will bounce, affecting your sender score and deliverability.
- abuse emails: some people will label your emails as Spam, and an email checker like ZeroBounce will know who those people are ahead of time. The system detects these accounts and isolates them from your list to prevent Spam complaints.
- spam traps: these types of email addresses are a genuine risk to your email marketing. As they don’t even belong to real human beings, they won’t help you drive any customer loyalty. Furthermore, their purpose is to lure in spammers and block future messages from them.
- temporary emails: have you ever created one because you didn’t want to share your email address? Other people do that, too. As a result, you end up with a disposable email in your list that’s surely going to bounce at some point.
These are just a few examples of email addresses that don’t add any value to your email marketing. Get an email checker to remove them from your list, so you can email more confidently.
Make your content a feast: customize and invest in good writing
Don’t you love it when you get an email that has just the content you were looking for? Or, even better, it educates you about an important topic you weren’t even aware of?
Your subscribers feel the same. They love it when they get a great email from you, so do your best to meet – and exceed – their expectations. It’s the best way to use email marketing to drive customer loyalty.
But how do you create the type of content your audience needs and wants? Here are some tips to get you started:
- learn as much as you can about your subscribers. Whether you deploy surveys or invite them to share their pain points with you on social media, discover what they want. So you can give them just that.
- then, customize your content and make it as specific as possible. Once you gather more data about your audience, split your email list so you can send personalized emails to each group.
- run occasional promo campaigns. Everybody loves a good deal, and your customers make no exception. A discount code, free shipping or a special birthday gift will make their day – and support customer loyalty.
- pay attention to your email marketing reports. Knowing what works and what doesn’t will help you fine-tune your emails and foster more customer loyalty in the long run.
If writing is not your forte, consider hiring a professional. Maybe a copywriter won’t have to write all of your emails, but offer you valuable advice. Also, get your hands on every copywriting freebie you can find. E-books, webinars, infographics, courses – they will all teach you how to write better.