No matter how big your business is, it’s important to ensure that you’re expending the right level of effort on giving existing customers a reason to keep coming back. Repeat business is key to maintain continued success, with loyal customers often spending more than new ones. Of course, the praise of existing customers can also be a boon in attracting newer customers, either through word of mouth, or glowing reviews.
As you would expect from its importance, there are a number of ways to ensure the repeat business of consumers; one of the most effective is email marketing. But don’t just take our word for it; below we’ll take you through 5 of the most effective ways that email marketing allows you to ensure repeat business.
1. Promote special offers to customers
One of the more obvious ways to ensure customer retention with email is to use them as a vector to keep customers abreast of the latest offers and promotions that your business is offering. This makes it easier for customers to better understand the value of the services and products that you offer, perhaps reminding them of the superiority of your offering when compared to competitors; while simultaneously helping them to save money!
2. Go the extra mile with personally calibrated suggestions and promotions
Of course, to further improve the efficiency of email based customer retention campaigns, it can be extremely effective to personalise offers to better appeal to specific customers or, customer demographics. This also applies to the use of more personalised suggestions in regards to product choice, helping consumers to get the most out of your service.
3. Stay on the radar of your customers
On a more simple level, emails can be utilised to simply remind consumers that your business continues to exist, and keep them abreast of any changes and developments in the structure and operation of your business. Sending newsletters and similarly informative communications helps to build interest and trust with existing customers, increasing the odds of them continuing to utilise your services in future.
4. Have a meaningful conversation through customer feedback
Needless to say, any in-depth analysis of demographics and customer behaviour is essentially impossible without communicating with customers themselves. Whether this communication is done in the format of a survey, or a request for customer feedback on a particular product or service, the information received can be critical to the planning of future targeted campaigns. At the same time, such communications help to reiterate that said customers remain a priority to your business, providing them with a greater sense of confidence in regards to your services, and increasing the odds of repeat business.
5. Automation saves time and maximises retention
Essentially a combination of all of the above; dealt with in a manner that dramatically reduces the time spent by your marketing team on such tasks. Creating automation systems makes it exceptionally easy to filter data captured from client feedback, and even client activity on websites. Once analysed, this behavioural data can be used by an automation system to target specific segments of your customer base, ensuring that the right information is sent to the most receptive inboxes. If you are unable to find the resources within your own business to create such a system, email marketing businesses like GraphicMail have the expertise to create and manage such a system on your behalf!
By Nick Bush, Content Writer on behalf of GraphicMail.