Think Jar states that it will cost a business at least 7 times more to convert a new customer than to retain an existing one. One of the biggest mistakes online businesses make is spending too much time on top-of-funnel efforts – forgetting customer retention altogether. If you think that you can let your product speak for itself, you will lose to the competition who works harder at communicating with their current clients. The good news is retention emails are inexpensive, but they do need to be well-thought out. Here are 6 practical tips to help You compose customer retention emails:
Tip #1: Great copy can do wonders.
Your retention emails do not need to be long. In fact, you should avoid lengthy emails because they will most probably be ignored. Sit on your copy, or invest on the skill of someone who can do it for you. Good copy is like modern poetry: every element is essential. No word should be wasted. Be succinct and on-point.
Tip #2: Don’t sell too hard.
Much like content marketing, retention emails should be designed to look cool, not desperate. While promotional emails have their own value, transaction emails are more likely to be read by clients. Use them well by slyly offering more of your product once you get your client’s attention.
Tip #3: Be slyly informative.
Your clients will always see information as valuable. Use this fact to your advantage. Report on their current account use, then introduce other functions of your website somewhere in the email. This will get clients more interested (or interested again) in your product.
Tip #4: Make your promotional content enticing.
Play around with graphics, but try to look matter-of-fact. When you are posting lower prices, include the old price with a cross-out. Never underestimate the power of typeface manipulation. A simple rule applies: make things you want to get noticed first bigger than the rest.
Tip #5: Time your emails right.
Play psychologist and put your shoes in your client’s. When would be the best time to get their attention? How involved are they in your product? What was their shopping cart and browsing activity? Based on these details, plot out what kind of retention emails they should be getting from you. Set up challenges and milestones. Encourage client involvement with badges and other intangible but convertible rewards. Make them see purchasing as a game they have to win.
Tip: 6: Personalize.
While this might look like a harder way to compose retention emails, personalizing your emails can bring you closer to your client. It establishes trust, and it makes them feel like they are part of a community. This camaraderie can keep your business afloat for a long time.
On a side note: While retention emails are powerful tools to keep your current clients interested, your product will have to live up to the hype. Your after sales services will also make or break customer loyalty. A good entrepreneur will always check if all the gears of the machine are functioning right.
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