Winning new customers is harder than ever, so now is a great time to focus on retaining the ones you already have. Email marketers, let's make customer retention your number one priority. Even during less difficult times, acquiring a new customer can cost up to 16 times more than retaining a current customer. Retention is made up of many mobile elements, channels, and metrics, but overall it boils down to one main goal: increase engagement and deepen your customers' connection to your brand.
Email is your most powerful marketing channel and one of the best ways to strengthen your connection with your customers. Now, when customer acquisition slows, those relationships are more valuable than ever. So let's take a look at five best ways to leverage email to retain your customers. Audit your automated emails Build your segmentation job title email list based on customer activity When you can't use email to win their business, use it to win their hearts Leaving on a good note Consider how to bring back stale customers when the time comes 1. Audit your automated emails Take a look at the copy and tone of your automated messaging to make sure it matches the tone of the times and speaks to your existing customers.
This is also a good time to assess your current customer journey and each outbound campaign through the eyes of an existing customer to see if you can provide additional support or thoughtful touches via email. Here are some examples of customer-focused emails that might help you take it to the next level. Thank you and appreciation emails Thinking about excessive clutter in inboxes, a well-timed and executed thank you note can go a long way, especially after purchase. You can also use this opportunity to report additional resources, highlight support contacts, or offer a discount on the next purchase. Here's a great example from Classic Specs: a great thank you note, handy tips for buying them, and a helpful FAQ. 10/10 would read again! Source: very good emails Summaries or usage reports Informing customers of the exact value they are getting from your product through regular usage update emails is a great way to increase engagement. (Bonus points if you can tie usage metrics to a specific ROI.) This is a fun example from Swiftype; they provide a nice and nerdy overview of your typing activity with updates on your weekly changes: