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Performance Marketing

Utilizing Email Marketing to Improve Customer Retention

June 10, 2020 | by Investis Digital
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Attracting new customers comes with a price tag and can cost 5 times more than retaining your current customers. A powerful way to retain is through email.

Acquiring new customers is no simple task. Attracting new customers comes with a price tag and can cost 5 times more than retaining your current customers, which is why customer retention should always be a high priority for every marketer. And what better way to do it than by utilizing your most powerful digital channel – email.

Here are the top five ways you can leverage email marketing to improve customer retention:

1. Allow subscribers to tell you what they want

Although customers may love your brand, they might not want to receive emails from you all the time. To avoid email fatigue and unsubscribes, set up a preference center to give your subscribers control of email frequency and what types of communication they’d like to receive from you. Put the power in their hands. 

2. Segment, segment, segment

Truth be told, many brands don’t take the time to segment their contact lists. Ever get an email and notice that it’s not relevant to your interests? Chances are you have. 

If you notice a decline in engagement with your brand, this may have something to do with it. Your subscribers want to know that you are paying attention to their wants, needs, and interests.

List segmentation has such a profound effect on overall email engagement. With all the data that you have at your fingertips, why not use it to your advantage by sending highly targeted (and relevant) emails? It’s a win-win for everyone.

3. Re-engage with lapsed customers

Growing apart from your customers is natural. For whatever reasons that caused them to lose interest in your product or service, remember there are still opportunities to turn lapsed customers into active buyers again. Just make sure you have a well-thought-out email strategy (and proper segmentation) in place on how you plan to approach these past customers.  

Here are some good re-engagement email campaigns to consider:

  • We Miss You – sometimes a simple “hello” and acknowledging you haven’t heard from the customer in a while could spark an interest to get them to interact with your brand again.
  • Special offers and incentives – if you had customers who were high purchasers, send them an exclusive offer or incentive that they can’t resist to win them back.
  • Updates/changes to business, products, or services – if you’ve made any important updates or changes to your business, products, or services, let your lapsed customers know what they’ve missed! It could be exactly what they need to come back.  

4. Become a resource

Sometimes customers and prospects need more time or don’t have the money to convert with your brand yet. Don’t forget about these people -- they need to be nurtured a little differently. Establish a connection with them by building trust and emotional connection through informative and educational email content.

You aren’t going to be able to keep every customer you have, and that’s OK. If you build a strong email program in conjunction with your overall marketing strategies, you will be prepared to combat customer retention.

Contact Investis Digital

Need help making email outreach more powerful? Contact Investis Digital. We know how to make email an even more effective tactic as part of our Connected Content approach.