ClickZ – How To Drive Revenue From Retention Email Marketing
By: ClickZ
Having an automated email campaign focused on retaining customers should be a key part of your email marketing strategy. This includes emails that are automatically triggered during the retention stage of the customer’s lifecycle with the goal to drive more purchases, solicit reviews, build evangelists, and “re-permission” lapsed customers. These campaigns are normally sent to existing customers who have purchased at least once.
The key is to develop targeted automated interactions triggered at key touch points in the retention loop of the customer’s lifecycle.
Here are four engaging and revenue generating email campaigns to target customers at those key stages:
1.The Birthday Email
The birthday email is a great way to give something back to your customers and thank them for their loyalty to your brand. Send your customers an offer before, on, or around their birthday. Keep the email copy personal and thank them for being a loyal customer.
Don’t have customers’ birthday dates in your data? Then I recommend asking for the birthday month and day in the preference center during the welcome program and/or as a constant link in the footer of your normal email messages.
2. Review Solicitation
A review solicitation program is an email campaign sent post-purchase to encourage customers to write a review of the product(s) they have purchased. This is a great way get product reviews, build loyalty, and drive customers back to your website.
Keeping this email copy personal with short copy and few images and little to no promotions. Where possible include in the email creative the actual products the customer has purchased. As an incentive for someone to leave a review, you could offer a competition. For instance, people who write a review could be entered into a competition to win $1,000 gift card.
Also, you can send this email to customers who have not subscribed to email. If it is a transactional email, be sure there’s no promotional language. But what you can do is include a “signup to newsletter’ call out in the email creative.
Tip:Exclude any customers who have active complaints, have requested a refund, etc.
Want to check out the who’s who and what’s what of email marketing?
Read The Buzz.
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