5 Ways to Improve Customer Loyalty Using Email Marketing

In today’s world, if a company undervalues the importance of customer loyalty, it has no chance to succeed in the long run. Competition in the market is getting more robust, and it’s crucial to make customers keep coming back.

If you have decided to boost brand loyalty using email marketing, you are heading in the right direction. This is one of the simplest, yet the most effective ways to turn buyers into brand advocates. If you need some tips and tricks to improve your email marketing strategy, keep reading.

Personalize your message

A “one-size-fits-all” approach doesn’t work any longer. According to statistics, if you keep sending regular emails, 52% of customers will lose interest in your brand.

For this reason, you should personalize every email you send. You should do your best to make your customers feel special and valued.

Firstly, you should put the recipient’s name in the subject line or the body of the letter. Emails which start with the words “Hi Anna” work much better than emails with standard salutations like “Dear customer”.

Secondly, you should personalize a core message of the email. You can base personalization on information provided by a client, on his recent browsing history, or purchase history.

Let’s take a closer look at the following email. DWS’s marketers personalized the letter using information from a client’s loyalty program membership account. They called a recipient upon to “spend $40” (not a random sum) because this exact sum of money will help the customer to get a special personal reward.  

Screenshot source: private email from DSW.

Also, if your target audience speaks languages other than English, you should translate your emails. For example, those customers, who browse your website in Spanish, should receive emails in Spanish, not in English. If you don’t want to hire an in-house translator, you can check PickWriters for translation companies review.

Be polite and friendly

If you want to make friends, you should be friendly and polite in real life. If you’re going to improve customer loyalty, you should showcase your friendliness and politeness in emails.

Say hello

First of all, you should design a winning welcome email. It will help you to make a good first impression. In your welcome email, you should emphasize the fact that you are happy to see this very user among your customers.

Screenshot source: private email from MailChimp.

Say thank you

As soon as your shoppers place the first order, you should send them a thank you email. It’s crucially important to show that your company is grateful for customer loyalty.

Screenshot source: private email from Flying Blue.

Say goodbye

If your customer has decided to leave you, you still have a chance to convince him to stay. Perfectly crafted goodbye email may make a recipient to change his mind.

You should show that you value your customer and respect his decision no matter what. If you make your email heart touching, using the right words and suitable visuals, you will retain your clients.

Screenshot source: private email from Grammarly.

Be generous

If you want to receive something, you should give something first. It means that if you aim to gain brand loyalty, you should provide customers with vouchers, coupons, promo codes or any other bonuses which they can use to try the services you provide.

You should design unique gifts for every stage of the customer journey. For instance, you can offer a 20% discount for new clients. It will motivate them to try your services.

Screenshot source: private email from DS Laboratories.

After that, you can send an email with a 50% discount coupon for the second purchase to your new customers. It will encourage them to continue using your services. Giving them a discount code to share with a friend will quite possibly help you gain another new customer too.

For example, if you are offering your customers with an online service which helps them compare products on various different websites, you can offer them a 50% discount when they decide to reuse your service for a second time within a certain timeframe.

On the next stage of the customer journey, you can offer your regular clients to try new services you will be providing for free, for a limited amount of time. Apply these simple email marketing tricks, and you will easily boost brand loyalty and, as a consequence, sales.

Ask for feedback

If you want to improve brand loyalty, you should encourage your clients to share feedback. It will allow you to hit two important goals.

Firstly, you will show your customers that you value their opinion and that is something they are bound to like. Secondly, you will be able to collect data, which will help you to spot your weaknesses and improve your customer services.

You can gather feedback in numerous ways. The simplest way is to ask the clients to rate your services from one to ten, or to complete a 2-minute survey on your website.

The body of your email should contain such phrases as “your feedback is important for us” and “thank you for your time”. Also, you should specify the name of the sender. It’s better to use the CEO’s or COO’s name here to make a better impression on your customer.

Screenshot source: private email from Delta Airlines.

If your clients don’t want to share feedback for free, you should offer a reward: extra points, discounts, coupons, vouchers, or certain free services. It will encourage customers to write positive reviews and to share their opinion about your brand on social media.

Screenshot source: private email from DSW.

Keep your customers informed

You should be honest and open with your customers. You should never hide any information, which may influence their buying decisions or attitudes toward your brand.

Feel free to showcase behind the scenes photos, videos, and stories to your customers. People are curious by nature, and they genuinely want to know who and what stand behind your brand. The more insider information you reveal, the higher level of loyalty you get.

Besides, when you update terms of service or privacy policy, you should immediately inform your buyers about these changes. Sharing essential data, you convince your customers that they can trust your company fully. And if people believe in your brand, they will come back and make new purchases again and again.

Screenshot source: private email from PayPal

In conclusion

Email marketing is an effective instrument to build customer loyalty and you should use it wisely. Be honest with your customers, make them feel valued, treat them with respect, and then they will reward you with loyalty.

Kristin Savage on Facebook
Kristin Savage
Freelance writer
Kristin nourishes, sparks and empowers using the magic of a word. Along with pursuing her degree in Creative Writing, Kristin was gaining experience in the publishing industry, with expertise in marketing strategy for publishers and authors. Now she had found herself as a freelance writer.

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